The choice of the most appropriate type of research in marketing is debatable. Some managers prefer a quantitative approach because it helps to gather substantial numerical data. Contrarily, others favor the qualitative method due to its ability to collect non-numeric information, thus allowing them to gain detailed insights concerning the market (Malhotra, 2018). Irrespective of the two perspectives, the primary objective of the study should guide any study methodology. Therefore, the qualitative technique best suits the marketing research than the quantitative method because it provides comprehensive insights into consumers’ emotions and motivations, thus capturing the essential needs of promotion.
Qualitative research primarily focuses on understanding consumers’ motivations and opinions. In this way, it offers critical insights inspiring individuals to purchase certain goods and services. According to Malhotra (2018), lifestyle changes have transformed the customers’ purchasing habits. There is a dire need to gain information on the actual consumer demand rather than establish a market. While quantitative research may provide statistics, which show a potential market, it fails to comprehensively demonstrate people’s views on the market’s available products. Consequently, the qualitative approach, primarily through focus group discussions (FGDs), offers in-depth information ranging from customers’ dislike for a specific brand to the most practical marketing strategies. This knowledge helps the managers make rational decisions on the market entry or expansion of their products or services based on the consumers’ needs and cultural backgrounds.
Both quantitative and qualitative types of research are essential in the marketing field. However, the latter seems the most suitable because it focuses on details about the consumers’ feelings and purchasing habits rather than the market’s existence. Indeed, a large population does not guarantee that a company will perform because customers prefer producers who meet their needs while observing cultural sensitivity. Irrefutably, the qualitative approach considerably captures the most relevant marketing information, thus becoming more detailed, informative, and useful than the quantitative method.
Reference
Malhotra, N. K. (2018). Marketing research: An applied orientation (7th ed.). Pearson.