Qualitative and Quantitative Methods in Understanding Consumer

Behavior

Qualitative Research is used when more in depth or

perceptual data is required, and where it is less critical to
perform conclusionable results as you would in large scale
surveys. Because qualitative data can be complex and viewed at
many levels, many techniques of data collection and analysis
have been developed to cope with this. It is well accepted that
good research is essential to developing the most effective
international marketing strategies, until recently many warned
that using qualitative techniques was fraught with pitfalls.
However, no study had been completed which describes the use of
various qualitative techniques in specific markets.

It also focuses on the issue of survey translation and

different translation alternatives available to researchers. As
marketers attempt to better understand and serve the needs of
the global consumer, they face a culturally diverse population.
When conducting research with different cultural groups, it is
necessary to utilize culturally and linguistically appropriate
instruments to measure various concepts. Frequently, details of
instrument development are very limited, or omitted from
presentation of research results.

While, Quantitative research uses methods adopted from the

physical sciences that are designed to ensure objectivity, and
reliability. These techniques cover the ways research
participants are selected randomly from the study population in
an unbiased manner, the standardized questionnaire or
intervention they receive and the statistical methods used to
test predetermined hypotheses regarding the relationships
between specific variables. The researcher is considered
external to the actual research, and results are expected to be
replicable no matter who conducts the research.

Qualitative research methodologies are designed to provide

the researcher with the perspective of target audience members
through immersion in a culture or situation and direct
interaction with the people under study. Qualitative methods
used in social marketing include observations, in-depth
interviews and focus groups. These methods are designed to help
researchers understand the meanings people assign to social
phenomena and to elucidate the mental processes underlying
behaviors. Hypotheses are generated during data collection and
analysis, and measurement tends to be subjective. In the
qualitative paradigm, the researcher becomes the instrument of
data collection, and results may vary greatly depending upon who
conducts the research.

The advantage of using qualitative methods is that they

generate rich, detailed data that leave the participants'
perspectives intact and provide a context for health behavior.
The focus upon processes and "reasons why" differs from that of
quantitative research, which addresses correlations between
variables. I learned that in the study of marketing, these
research methods were essential because quantitative methods
just cannot merely explain the marketing environment, it
involves also understanding of qualitative methods in analyzing
consumer behavior in marketing, these two methods are important
for they became the study of marketing more meaningful.