Qualitative & Quantitative Research Strategies in Marketing
Marketing research is a systematic process by which companies gather information and insights about key marketing decisions. There are two main types of marketing research -- qualitative and quantitative. The goal of qualitative research is to understand and interpret social interactions using words and objects, while the goal of quantitative research is to test hypotheses and make predictions using numbers and statistics.
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In Depth Interviews (IDIs)
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IDIs are a qualitative marketing research strategy in which you interview a small group of individuals one at a time. IDIs allow you to gain valuable feedback from a core group of people who use your product or service, which leads to insights on how to develop marketing messages that appeal to your key audiences. IDIs begin with a research question or problem you want to solve. Then, you develop a questionnaire and recruit individuals who you think can provide insight into the research question for a telephone or face-to-face interview.
Surveys
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Surveys are a versatile quantitative marketing research strategy companies use to understand customer perceptions of their marketing and promotional materials. There are various types you can use, including online surveys, mail surveys and telephone surveys. Surveys allow you to sample a large group of individuals in a short amount of time. They allow you to provide statistical evidence to back up the decisions you make regarding your marketing strategies and tactics.
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Focus Groups
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Focus groups are a qualitative research strategy in marketing in which you gather groups of six to 12 people in a room or on online to have a live discussion with a trained moderator. This moderator is responsible for facilitating the discussion and probing individuals to gain insights into a set of pre-determined research questions. Focus groups are a preferred method of many companies because the group interaction can help stimulate unplanned reactions and insights.
Ethnographic Research
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Ethnographic research is a qualitative observational method in which you observe participants as they interact with your product or service. This can happen in a live setting, or you can ask people to videotape themselves using your product or service, and keep a diary of any thoughts about your product. Ethnographic research can be an effective strategy because it allows you to see how your customers behave when they actually use your product or service. This information can help you craft targeted marketing materials to reach your key audiences.
Meta Analysis
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Meta analysis is a quantitative research strategy in which you analyze a large set of existing statistical evidence to draw conclusions. Companies generally use this research strategy to synthesize large amounts of data to better understand their marketing initiatives and to develop new marketing plans to target their market segments.
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References
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