Qualitative Vs. Quantitative Research: The Essay

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Field study research, including marketing focus groups and one-on-one questionnaires, beta-testing of a product by real consumers, and other qualitative endeavors, shows the real, lived experience of individuals, and how they will relate to the product and make a place for it in their lives. Marketing is about process -- the process of selling a product, not an end product, given that marketing must be responsive the environment and to the whims and psychology of consumers. The inductive nature of qualitative research allows for that type of flexibility.

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Reality is not objective: reality is socially constructed, subjective, and dependent upon individual whims. Understanding subconscious, subjective whims rather than attempting to replicate what consumers have used in the past enable marketing revolutions occur. Quantitative data may reflect reality, but qualitative data, by studying human life, can provide better clues about what people secretly desire, and what they will aspire to in the future.

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