Paper Topic:

Comparing & Contrasting

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Comparing contrasting qualitative and quantitative marketing

Introduction

Marketing research is the process by which an organization gathers records and analysis data concerning the marketing activities of its products and services . The research about the market can be done to identify the customer behavior or the activities of other related businesses in the market . Marketing research can also be divided into qualitative and quantitative marketing research (Marketing Teacher Ltd 2010 . The purpose of qualitative and quantitative marketing research is to identify the

market needs of the customers . This research helps the management to manufacture and market products according to the specific needs of the customers . Matching the needs of the customers to the product design is a very important aspect which requires adequate research about the market patterns . The changing patterns of market conditions require the management to collect data about the behavior patterns of the customers and the entire market conditions . A focus on the qualitative and quantitative research methods identifies the similarity and differences between the two methods (Weinreich Communications 2006 . Social marketing requires the marketers observe the market changes as well as the consumer behavior by the use of both quantitative and qualitative methods . The market research aims at identifying the attitudes , reaction , behavior and preferences that customers in a particular market have towards the products of a particular company (Weinreich Communications 2006

Comparison between quantitative marketing research and qualitative marketing research

Both marketing researches use questionnaires to collect data about the market...

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