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Pros And Cons Of Qualitative Vs. Quantitative Research

563 words - 3 pages

Pros and cons of quantitative and qualitative market research

Marketing for Managers

Pros and cons of quantitative and qualitative market research
Qualitative marketing research is used instead of quantitative sometimes because the consumers’ actions do not always match the answers they give in the market survey. Qualitative market researches are not structured in their measurement, which promotes a wide variety of responses. The surveys are only limited by the creativity of the marketing researcher (Kotler & Keller, 2012).
The flexibility that qualitative research allows, both researchers in their questions and the consumers in their responses, this form of research can be useful in the beginning process exploring consumers’ brand and product perceptions. A skilled interviewer in an unstructured, free flowing format that the topic of discussion guide is loosely followed. Since qualitative research ...view middle of the document...

Another pro would be smaller sample size, which leads to faster and less costly projects. The con to this is that smaller sample sometimes necessitates follow up larger quantitative sample for more controversial marketing decisions. Last, qualitative market research can penetrate rationalized and superficial responses. The con to this is that the quality of the research is dependent on the interviewers skills and experience (Kotler & Keller, 2012).
Qualitative research is not perfect. First, different market researchers could come to different conclusions from the research information gathered. Second, the sample size of the research is small and may not generalize to the broader population (Kotler & Keller, 2012).
Quantitative research is systematic research through mathematical, computational, and statistical analysis. The quantitative market research is done using a large group of consumers unlike qualitative market research. Furthermore, quantitative market research uses a structured questionnaire the mostly contains opened ended questions with out the flexibility that qualitative allows for (Kotler & Keller, 2012).
Some of the pros and cons to quantitative research are first; surveys can provide a more reliable, or repeatable results for planning than qualitative market research. Another pro is that the market surveys can be anonymous, unlike qualitative market research. The findings can be generalized beyond the findings from the participate group. Some of the cons of quantitative research are, they have limited ability to probe answers unlike qualitative market research. Another con is that quantitative research can be very costly (Kotler & Keller, 2012).
Both forms of market research are useful tools for the researcher. If cost is a issue then Qualitative might be the best choice, but if accuracy and repeatability then quantitative research would be the best choice. Overall the best form of market research is a combination of quantitative and qualitative research.

Kotler, P., & Keller, K. L. (2012). Marketing Management. Prentice Hall, One Lake Street, Upper Saddle River, New Jersey: Pearson Education, Inc.

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