Describe marketing situations in which the use of qualitative research methods would be appropriate Essay

Describe selling situations in which the use of soft research methods would be appropriate. According to Zikmund, Ward, Lowe, Winzar, Babin Qualitative research is a methodological analysis that elaborate interpretations of phenomenal of interest without depending on quantitative measurement ( Zikmund, Ward, Lowe, Winzar, Babin, 2011, pg 65 ) . It is characterised by its aims, which relate to discernment some aspect of social life, and its methods which turn over row, rather than numbers, as data for analysis ( Patton, Cochrain, 2002 ) .In terms of marketing situations, soft research methods be appropriate to be used when the organization subside for b be-assed product idea generation and development, bearing and weaknesses of products/ brands and studying emotions and attitudes on societal and public personal matters issues (qrca. org). To maximize understanding on the situation, in that respect ar two qualitative research methods that washstand be consider is cent re Groups and Questionnaires.With these methods, we identify the benefits as wholesome as limitations of using these research methods. Focus groups kitty be define as an unstructured, free-flowing interview with a small group of people ( Zikmund, Ward, Lowe, Winzar, Babin, 2011, p71) . An approximately 60 to 90 minute discussion is led by a trained moderator with 8 to 12 comparatively homogenous but unacquainted individuals who are brought in concert to discuss a specific topic ( Gunn, 2004) .Focus groups allow people to discuss their feelings, anxieties and frustrations, as comfortably as the depth of their convictions, in their own language ( Zikmund, Ward, Lowe, Winzar, Babin, 2011, p72 ) . The benefits of focus groups can be set uped for an in-depth exploration of new ideas, opinions, perceptions, and reactions to concepts and messaging. Focus groups often serve as preliminary research to assist survey design of posterior quantitative research methods.Similarly, they can also be useful in validating and/ or elucidate results garnered from previous quantitative research and can be use to elicit in their own words descriptions of products, services or issues being discussed. Conferences and other events present relatively low-cost opportunities to conduct focus groups with marker audiences. There prevail to be few interviewer effect on dialog because individuals tend to be influenced more(prenominal) by the group discussion than by the moderator.Participants are usually en thusiastic and spontaneous in their responses and groups tend to naturally cover more questions, opinions and comments than researchers could have anticipated. The loss of the focus group however shows that the results from focus groups are qualitative and nonprojectable to larger populations. They require well-trained moderators to manage discussions, take note focus, and minimize affects of the personalities and behaviours of individual participants on others and/or the e ntire group.Logistical and cost considerations include room and nutrient set-up, and incentives are typically needed to encourage response. Questionnaires are not among the most prominent methods in qualitative research, because they commonly require subjects to respond to a stimulus, and thus they are not acting naturally. However, they have their uses, specially as a means of collecting learning from a wider sample than can be reached by personal interview. Though the information is necessarily more limited, it can still be very useful.For example, where indisputable clearly defined facts or opinions have been place by more qualitative methods, a questionnaire can explore how generally these apply, if that is a matter of interest. Ideally, there would then be a qualitative equate on a sample of questionnaire replies to see if respondents were version items in the way intended. Alternatively, a questionnaire might be used in the first instance, followed by qualitative techni ques on a sample as a check and to fill out certain features of the questionnaire replies. fundamental interaction among techniques in this way is typical of qualitative research.