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Instructions

1.    Some marketing researchers maintain that the only way to really learn about consumers or brands is through in-depth, qualitative research.  Others contend that the only legitimate and defensible form of marketing research uses quantitative measures.  Take a position: is the best marketing research quantitative or qualitative?  Support your perspective with evidence from a specific organization of your choosing.  (NOTE:  REMEMBER THAT THE WORD COUNT LIMIT FOR ALL POSTINGS IS 150.)2.    Is there a particular brand (product/store/website) to which you are loyal?  If so, explain why.  If not, explain what it would take for you to become loyal to a specific brand. (NOTE:  REMEMBER THAT THE WORD COUNT LIMIT FOR ALL POSTINGS IS 150.)

Answer

Brand MarketingThe Most Prefer Marketing Research MethodQuantitative market research collects massive amounts of data through questionnaires, focused groups, and surveys. Conversely, the qualitative method involves determining consumer motivation via closely observing them in a small geographical area (Chandra & Shang, 2017). Determining the best approach is tricky, but I would prefer qualitative research because it digs deeper into consumers' emotions to understand why they prefer certain brands to others. For instance, a study showed that 51% would prefer if brands focused more on their needs, but only 10% do so (Edelman Holdings, 2021). An example of an organization that focuses on consumer's needs is Edelman Holdings. The qualitative method will help the research reveal which speci...
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