Qualitative and Quantitative Methods in Understanding Consumer Behavior

Qualitative Research is used when more in depth or

perceptual data is required, and where it is less critical to

perform conclusionable results as you would in large scale

surveys. Because qualitative data can be complex and viewed at

many levels, many techniques of data collection and analysis have

been developed to cope with this. It is well accepted that good

research is essential to developing the most effective

international marketing strategies, until recently many warned

that using qualitative techniques was fraught with pitfalls.

However, no study had been completed which describes the use of

various qualitative techniques in specific markets.

It also focuses on the issue of survey translation and

different translation alternatives available to researchers. As

marketers attempt to better understand and serve the needs of the

global consumer, they face a culturally diverse population. When

conducting research with different cultural groups, it is

necessary to utilize culturally and linguistically appropriate

instruments to measure various concepts. Frequently, details of

instrument development are very limited, or omitted from

presentation of research results.

While, Quantitative research uses methods adopted from the

physical sciences that are designed to ensure objectivity, and

reliability. These techniques cover the ways research

participants are selected randomly from the study population in

an unbiased manner, the standardized questionnaire or

intervention they receive and the statistical methods used to

test predetermined hypotheses regarding the relationships between

specific variables. The researcher is considered external to the

actual research, and results are expected to be replicable no

matter who conducts the research.

Qualitative research methodologies are designed to provide

the researcher with the perspective of target audience members

through immersion in a culture or situation and direct

interaction with the people under study. Qualitative methods used

in social marketing include observations, in-depth interviews and

focus groups. These methods are designed to help researchers

understand the meanings people assign to social phenomena and to

elucidate the mental processes underlying behaviors. Hypotheses

are generated during data collection and analysis, and

measurement tends to be subjective. In the qualitative paradigm,

the researcher becomes the instrument of data collection, and

results may vary greatly depending upon who conducts the

research.

The advantage of using qualitative methods is that they

generate rich, detailed data that leave the participants'

perspectives intact and provide a context for health behavior.

The focus upon processes and "reasons why" differs from that of

quantitative research, which addresses correlations between

variables. I learned that in the study of marketing, these

research methods were essential because quantitative methods just

cannot merely explain the marketing environment, it involves also

understanding of qualitative methods in analyzing consumer

behavior in marketing, these two methods are important for they

became the study of marketing more meaningful.