The marketing research conducted would be considered quantitative due to the research method involved in the process. Howard Moskowitz organized food tasting sessions for people to try different flavours and rate them on a scale from 0 to 100 (Gladwell, 2004). Then, huge data sets were analyzed to find the most preferred ideas instead of one main popular flavour. Considering the data collection and manipulation strategy, the marketing research conducted would primarily fall into the quantitative category.
Research conducted over the years could be analyzed to conclude the best type of marketing research. According to Kotler & Keller (2016), the optimal marketing method involves the characteristics of a scientific method, including careful observation and reliable data collection (Kotler & Keller, 2016). While prioritizing valid sets of data, the authors recognize the importance of utilizing a multi-method approach, which increases the validity of the findings and can decrease the flaws of each separate method (Kotler & Keller, 2016). Moisander et al. emphasized the beneficial aspects of using qualitative methods for interpreting business data (Moisander et al., 2020). Unlike quantitative information, the favored strategy includes in-depth insight into the clients’ ways of thinking and choosing a product. Through the implementation of the organized qualitative procedures, companies are able to extract an understanding of why and how some products are better than others.
Ultimately, the optimal marketing research strategy can be outlined based on one company’s success in real life. In that way, a market measurement company Nielsen primarily refers to qualitative research to gain insight and useful information from their audience (The Nielsen Company, n.d). Listed as one of the top modern companies for marketing research, the organization highlights its qualitative strategies as the most effective for evaluating their customers’ preferences.
References
Gladwell, M. (2004). Choice, happiness and spaghetti sauce [Video]. TED. Web.
Kotler, P., & Keller, K.L. (2016). Marketing Management (15th ed.). Pearson.
Moisander, J., Närvänen, E., & Valtonen, A. (2020). Interpretive marketing research: Using ethnography in strategic market development. Routledge. Web.
The Nielsen Company. (n.d.). Web.