Article Analysis Essay on 7 Qualitative Research Methods for High-Impact Marketing

Introduction

The article titled 7 qualitative research methods for high-impact marketing by Fernandez, 2019 presents the various methods that can be utilized to conduct market research. While there are two methods, qualitative and quantitative, the article emphasizes that qualitative research method is the most appropriate technique that can help in grasping an extensive understanding of the problem at hand (Fernandez, 2019). For instance, in marketing, researchers often evaluate customer decisions considering their preferences, needs, and motivations. Here, qualitative research methods are the most suitable as compared to quantitative techniques. Besides, unlike quantitative research methods that seek to quantify market information, for instance, finding the number of people that may purchase the product, qualitative research seeks to evaluate the particular emotions that influence the consumer to purchase a product (Brandenburg, 2013).

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Therefore, the article presents seven common qualitative research techniques that a company can utilize to evaluate consumer decisions. The first technique is conducting interviews either over the telephone, Skype, or face-to-face interactions. Other techniques include focus groups, observation, attending events, online focus groups, and using a journal to record customers experiences with the product (Fernandez, 2019).

All these techniques are beneficial in business marketing since they help in exploring the underlying emotions, behaviors, and perceptions that drive consumers towards purchasing a product (Misco, 2019). As a result, it helps business to test new products by providing a realistic view of how customers would react to a product in the market (Belk, 2017). Moreover, through the interactions between the customers and the company, qualitative research helps to build strong relationships.

From the above discussion, it is therefore evident that qualitative market research methods have a significant impact on business operations. Through evaluating consumer behaviors, a business can devise products and services that meet the needs and preferences of their clients. As a result, it helps meeting customers satisfaction which is a vital tool in creating a competitive edge.

References

Belk, R.W. (2017). Qualitative research in advertising. Journal of Advertising, 46(1), 36-47. doi: 10.1080/00913367.2016.1201025

Brandenburg, E. (2013). Quantitative market research vs qualitative market research. Retrieved from https://www.business2community.com/marketing/quantitative-market-research-vs-qualitative-market-research-0523710

Fernandez, M. (2019). 7 qualitative research methods for high-impact marketing [UPDATED]. Retrieved from https://optinmonster.com/qualitative-research-methods-for-understanding-your-user/

Misco. (2019). Qualitative research in marketing. Retrieved from http://www.miscomalta.com/content.aspx?id=311762