The four methods for marketing research include qualitative, quantitative, observational and experimental. Researchers will usually use more than one research method. A researcher may start with secondary research to get background information, then conduct a focus group to explore the issues. After the completion of that marketing research, they might do a full nation-wide survey in order to create a specific recommendation for their client.

Qualitative marketing research is generally used for exploratory purposes. There are a small number of respondents that cannot be generalized to the whole population. The statistical significance and confidence are not calculated. This kind of marketing research includes focus groups, in-depth interviews and projective techniques.

Quantitative marketing research is generally used to draw conclusions and test a specific hypothesis. This method uses random sampling techniques and involves a large number of respondents. This kind of marketing research includes surveys and questionnaires.

Observational techniques is marketing research where the researcher observes social phenomena in its natural setting. These observations can occur at one time or over several time-periods. This kind of marketing research includes product use analysis and computer cookie traces.

Experimental techniques are used by researchers conducting marketing research to create an artificial environment to control certain factors. The marketing research then manipulates at least one of the variables. This kind of marketing research includes laboratories and test markets.


Here are some more research articles...