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Qualitative Research in Marketing/Business

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Research how qualitative research is used in marketing and describe how qualitative research tools can be used to aid in decision making.

1. Describe specific qualitative methods and tools that could be used within your discipline to gather data. Include your rationale.

2. Evaluate their effectiveness with respect to certain areas within your discipline.

3. Include company or organizational examples within your essay, as relevant.

4. In your opinion, what is the future of qualitative research both within your discipline andin general?

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Solution Summary

This detailed solution provides a 3 + page essay on uses of qualitative research in business. Includes many examples, and APA formatted references.

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Qualitative Research

Qualitative research is helpful to organizations interested in getting feedback, insight, and opinions about their products and business from customers. Many organizations use qualitative research to better understand the marketplace. Qualitative research can be used for product research and development, marketing and merchandising, and to gain insight into business issues. Qualitative research provides a narrative about the situation. It may take the form of observations, collecting artifacts, conducting surveys, or speaking directly to consumers through focus groups, and interviews. Qualitative research is an effective way to delve more deeply into marketing and generate ideas, as well as connect with consumers.
Qualitative research can be used to better understand the marketplace. Market research can provide information to organizations about their competitors and region. Engle and Quagrainie (2008) discuss a case study of a wholesale seafood company, Ippolito's, that sold seafood to hotels. By performing a survey of its customers, the company was able to determine that traditional wholesalers did not deliver on Saturdays. Ippolito's added Saturday delivery and was able to grow sales in the region. Organizations may perform their own market research or they may hire a market research firm to conduct the research. The Specialty Food Association provides new manufacturers a service to help them gain the knowledge and experience they need to grow in the marketplace by providing survey information about the top specialty food categories, and customer's feedback on packaging preferences (Entrepreneur, ...

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Sally Baldwin, Ed.D
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  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
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