Marketing Management
If you are working in a super market, what techniques/ tools you will use in data collection. How are you going to analysis the data and make inferences? How will you finally apply your market research to improve sales and win over customers?
When thinking of market research, surveys are most likely the first technique that comes to ones mind. However, surveys are a quantitative research and, in order to understand customer behavior and the social and cultural context in which our business will operate, we will need to perform some qualitative research as well.
Qualitative methods are most certainly a more appropriate option when in need of researching patterns and attitudes in customer behavior, understand the depth of the environment around the customer, and understand the cultural characteristics then influence a customer - especially when the marketer is not familiar with the locality.
There are certain situations where qualitative research alone can provide the marketer with all insights needed to make decisions and take actions; while in some other cases quantitative research might be needed as well.
Here I present the main qualitative techniques and see how and where they can be employed.
1. Know Your Customers
2. Observational and quasi-observational techniques;
3. Projective techniques and
4. In-depth interviews
1. Know Your Customers
Having a competitive advantage over other businesses targeting the same market as yours is a basic, survival must: many choose to develop longterm relationships with their customers, in an attempt to create such competitive advantage. Knowing your customers is crucial, and it is quite a different thing from knowing their buying behavior. It is every marketer's dream to have real, up-to-date information about consumers: their preferences, opinions, attitudes, beliefs, interests, education level, behavior are the base of understanding their needs.
Businesses often employ Marketing research to determine
When thinking of market research, surveys are most likely the first technique that comes to ones mind. However, surveys are a quantitative research and, in order to understand customer behavior and the social and cultural context in which our business will operate, we will need to perform some qualitative research as well.
Qualitative methods are most certainly a more appropriate option when in need of researching patterns and attitudes in customer behavior, understand the depth of the environment around the customer, and understand the cultural characteristics then influence a customer - especially when the marketer is not familiar with the locality.
There are certain situations where qualitative research alone can provide the marketer with all insights needed to make decisions and take actions; while in some other cases quantitative research might be needed as well.
Here I present the main qualitative techniques and see how and where they can be employed.
1. Know Your Customers
2. Observational and quasi-observational techniques;
3. Projective techniques and
4. In-depth interviews
1. Know Your Customers
Having a competitive advantage over other businesses targeting the same market as yours is a basic, survival must: many choose to develop longterm relationships with their customers, in an attempt to create such competitive advantage. Knowing your customers is crucial, and it is quite a different thing from knowing their buying behavior. It is every marketer's dream to have real, up-to-date information about consumers: their preferences, opinions, attitudes, beliefs, interests, education level, behavior are the base of understanding their needs.
Businesses often employ Marketing research to determine