Q: The best type of “consumer” research is qualitative in nature. Do you agree?

Take a position and defend it

with reasons and logic. Also include relevant examples and fill references.

Ans: Yes, I agree with this because we are talking about consumer and consumer is a very complex machine to
understand, so we have to use qualitative research methodology. The reason is that qualitative research is designed
to explore in-depth understandings about the consumer mind with full range of opinions and experiences.
Qualitative approach is better to understand consumer’s insight, values, beliefs, attitudes, culture, norms, liking,
disliking and motivations, etc. rather than quantitative. Quantitative research is used, when you want to get statistical
data or to compare or generalize data in a systematic way. But the fact of the matter is, it depends on the goal of
your research that dictates you which research approach should be used. Quantitative doesn’t give you reliable data.
It includes close ended questions that consumers mark on papers as it is just formality or for fun to be filled out
many times, that would not show real feeling of consumers. It would not give you clear understanding of consumer
mind .According to consumer point of view, qualitative is better one get understandable results.

Through qualitative research we are able to know: (1) How consumer use your product (2) the emotions and feelings
of consumer about your brand and product (3) how consumers perceive your advertising message (4) why
consumers love your product but don’t others (5) strengths and weaknesses of your product (6) what need to be
change and improve. Qualitative uses different methods to explore the goal of research, which included “Individual
interviews” to find out the view point of one person unaffected by others, “Focus Group” one of the best known
qualitative research method which involve discussion among 10 to 12 people at one place that will give you a clear
understanding of what consumers wants in your product, think about your product, need in your product etc. in an
unstructured way with open ended questions. So in that way, consumers can freely speak out and also able to give
suggestions on how to improve your product, what needed to be changed and why they use and don’t use your
product etc. This would help you to generate ideas and to enhance your product line, your brands, tastes,
communication channels, segmentations, etc. This survey would also tell you about your product weaknesses. “On
site observations” helps us to experience the consumers on site, when they are doing shopping to judge the behaviors
of consumers while selecting different brands by asking different questions. “Ethnographic interviews” are
conducted to gain deeper insight about consumers. It is an observational research grounded in anthropology (cultural
factors). It helps us to go beyond the insight of consumers also called as insider’s view.

Examples

 A chocolate consumption experience through qualitative Dairy Research, by exploring how consumers
experience chocolate consumption in different contexts. Qualitative research is used to capture sensation,
feeling, thoughts, and behaviors related to chocolate consumption. The research demonstrates potential
opportunities in terms of product innovation and brand extension. It also helps markets who are targeting
innovators etc. (EMERALD)
 When CHRYSLER decided to offer a new SEDAN, it has already done a great traditional market research
that suggested U.S. consumers wanted excellent gas mileage, safety and prices. However, it was only
through qualitative research. (Philip Kotler, Marketing Management Book)
 A research investigating how parents and childcarers find childcare solution. The problem was that why
parents and childcarers don’t use internet to find childcare solution and work. So a qualitative research
campaign was conducted by asking questions what they would be looking for in a childcare website and
how they found a nanny or work looking for children. This was helpful for the service provider to improve
his service through website according to the demands of customers. (Articlebase.com)

References
http://www.qrca.org/index.cfm http://www.abbottresearch.com/qualitativeResearch.htm

http://www.emeraldinsight.com/journals.htm?issn=1352-2752&volume=14&issue=1&articleid=1902909&show=html

Example 2: Philip Kotler Book, Marketing Management, Page 155 under Heading “CHRYSLER”
http://www.articlesbase.com/parenting-articles/childcare-recruitment-findings-from-research-investigating-how-parents-and-childcarers-find-
childcare-solutions-2311978.html