How to Conduct Qualitative Marketing Research
There are many ways to do qualitative research, but before choosing the means to do a qualitative marketing research, there are some questions that can help determine which could be the most effective style to use.
As a company, what you want to know specifically can be the basis of what answers to look for when the research is done. For what purpose will this research be conducted? Do you want to get information because you are planning to create something entirely new? Do want to know how a current product or service can be improved? Or Are you thinking of removing some goods and services?
The next question to answer is who you want to get these answers from – who the target market is. Should they be young people, businessmen, the general public, and so on. When all those above are laid out clearly it is easy to choose how it will be done.
Choosing a qualitative marketing firm will rely on the method of how the information is gathered; if you prefer ethnography, or a compilation of recorded narratives or not, if you want everything in video or not.
Here are the methods of qualitative marketing research:
A. Observation – in this method a researcher will observe a subject in their comfort zones. A researcher’s knowledge in the field and training distinguishes their keenness of observation from the respondents.
B. Interviews – these are usually done one on one, where a participant will answer guided questions and be encouraged to share other details in the process of the research. Some interviews may be done on the phone or in person and nowadays, even online.
C. Focus Groups – a group of respondents are put together to join one research. There is a group facilitator who meets with them once or more times in a week depending on the necessity and they discuss concerns, questions, given by the handler. Online bulletins, or being in a place provided by the marketing research firms are ways in which a group may meet.
D. Mobile and Internet Tools – depending on the target market, different tools can be maximized to gain information as accurately as possible. Mobile and internet research is a method used to get real time responses from the respondents and even more visual.
In the end of the data gathering process, on the analyses and possible solutions or recommendations are all included in a report that could be a combination of the qualitative and quantitative aspects in order for companies to visualize the result of the research and how to go about using it in preparing their next move.
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ABOUT THE AUTHOR
Ron Jacobsen writes a piece on conducting qualitative marketing research. Civicom is a global leader in supporting the marketing research industry using CyberFacility®, an Online Facility for IDIs and Focus Groups.