Market Research Essay

According to Sage,Year qualitative research is “a situated activity that locates the observer in the world. It consists of a set of interpretive, material practices that make the world visible …qualitative research involves an interpretive, naturalistic approach to the world.”.(Reference). In other words, qualitative researchers study things in their natural settings, whilst attempting to interpret phenomena, in terms of people’s perceptions (Reference). Whilst qualitative research is less structured than quantitative research, it is a useful preliminary step for as researcher who has little knowledge or experience about a research issue. (Textbook reference pge 65). Qualitative research methods are best applied in commercial marketing situations which involve social research and consumer perceptions. In relation to this, “researchers conduct exploratory research for three interrelated purposes: diagnosing a situation, screening alternatives and discovering new ideas” (Textbook,pge 66). Diagnosing a situation or the dimensions of a problem is essential in the marketing environment. For example, qualitative research methods can be applied to gather information on consumer trends. This data provides marketers with current consumer perceptions and the likeliness of a product or campaign succeeding and being profitable. It is important that management has access to information gathered on an unfamiliar subject, particularly when developing a marketing strategy for a new product or service (Textbook ref). Screening alternatives and concept testing are utilized when an organisation has several new product ideas but have a finite budget (Reference). According to (Textbook), concept testing “portrays the functions, uses and possible applications for the proposed good or service. Exploratory research is used in this circumstance to conclude the best alternative to launch a product or service, and incorporates research on other elements of the marketing mix such as brand...