Qualitative Market Research

Paper Summary:

The paper argues that qualitative market research is superior to the quantitatively-based method. The paper explores the concept of collaboration with prospects and discusses the need for developing a foundation of trust with them. The paper contends that getting to know the prospect, at an instinctive and intuitive level, is much more important than merely gaining statistically significant data.

From the Paper:

"The tendency on the part of many organizations and the senior executives, directors and marketers who initiate, develop and execute marketing research projects is to use only quantitative measures of their customers' opinions, attitudes and expectations. This in fact robs them of the insights and intelligence needed to significantly differentiate themselves from their competition (Johansson, Ikujiro, 1987) in addition to gaining an appreciation of how to gain potential customers' and channel partners' trust (Kenning, 2008). The intent of this paper is to argue that qualitative market research is in fact superior to its quantitatively-based counterpart."

Sample of Sources Used:

• Seiji Endo, Doris H. Kincade. (2008). Mass customization for long-term relationship development: Why consumers purchase mass customized products again. Qualitative Market Research, 11(3), 275-294. Retrieved July 28, 2008, from ABI/INFORM Global database. (Document ID: 1498719121).
• Gouillart, Francis J, Sturdivant, Frederick D. (1994). Spend a day in the life of your customers. Harvard Business Review, 72(1), 116. Retrieved July 29, 2008, from ABI/INFORM Global database. (Document ID: 876502).
• Peter Kenning (2008). The influence of general trust and specific trust on buying behaviour. International Journal of Retail & Distribution Management, 36(6), 461-476. Retrieved July 29, 2008, from ABI/INFORM Global database. (Document ID: 1484471041).
• Johansson, Johny K., Nonaka, Ikujiro. (1987). Market Research the Japanese Way. Harvard Business Review, 65(3), 16. Retrieved July 28, 2008, from ABI/INFORM Global database. (Document ID: 1102123).
• The VOICE Group 1 (2008). Reflections on collaboration in interpretive consumer research. Qualitative Market Research, 11(2), 147-165. Retrieved July 29, 2008, from ABI/INFORM Global database. (Document ID: 1462877931).

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