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Collecting Qualitative Data Paper

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PART 1
Collecting Qualitative Data
Research truly is essential to the success of any marketing campaign or process and can greatly contribute to the success of a product, service or brand in the marketplace. Market research can help to determine risks and opportunities within the market, and can provide a greater depth of understanding of consumers and the target audience. Market research helps to define and solve research ‘problems’ and this is extremely beneficial to any business or organisation (Burns & Bush, 2003). By having consumer insight because of market research, marketers are able to promote a product to the true relevant target market, rather than wasting time and money promoting to the whole marketplace. There are two main methods of market research, being qualitative research and quantitative research. Both of these methods have benefits and can be used in conjunction, but for the best results one method of data collection is often used. Quantitative data focuses on a numerical approach to data collection via the use of statistics and information taken from surveys and census data. Qualitative data however focuses on gathering information and exploratory research through observations and interviews. The main approaches to collecting this type of data are experience or expert surveys, focus groups, and in-depth interviews (Diekroger, 2014).

FOCUS GROUPS
A focus group is a small group of people brought together and guided by a moderator through an unstructured,

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