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Qualitative Marketing Research Methods

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Discuss some popular qualitative methods used in marketing research. Aside from focus groups, which method caught your attention as something that would be beneficial for your research problem? How would you use it, and what would it tell you?

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Popular qualitative marketing research methods are discussed in a structured manner in this response. The related references are also provided.

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Popular qualitative methods used in marketing research
Some qualitative methods used in marketing research include interviews, ethnographic research, and focus groups. A focus group has participants from different backgrounds in the target mare. The main purpose of a focus group is to answer the what, why, how about the specific topic. Interviews are conducted in person and are conversational and give opportunities for an in-depth and detailed analysis from the participants. The in-depth interview provides opportunities for getting valuable data on the beliefs, attitudes, and intentions of people. In ethnographic research individuals and respondents are observed in their environment. Ethnographic research is valuable because it enables researchers to understand the challenges, cultures, and motivations that occur in the setting of those being observed. Other qualitative methods include the record-keeping method, observational techniques, and case study research. In the record-keeping method, reliable decrements and sources of data are used as a source of data. Record keeping today also means content analysis where there is an analysis of video as or ...

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Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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