The Use Of Market Research Marketing Essay

The Use Of Market Research Marketing Essay Introduction The use of market research is essential to marketers as it is a descriptive and diagnostic tool that allows marketers to understand the complexities of the market. It forms a very important component of market strategy and solving specific market problems. The use of both quantitative and qualitative research methods results in decisions that can take the form of marketing plans and strategies. These results ultimately influence the outcomes of strategic marketing decisions and outcomes that match the marketing goals. The application of these two research methods have different uses as quantitative research methods focuses on statistical data and in which surveys and questionnaires are commonly used. Qualitative research methods focus on the reasons behind behaviours such as why and look to target the attitudes and emotions behind the behaviours that quantitative research often shows ,with focus groups and interviews often being used. The results from these methods are often linked t o the practical use of research methods as results can vary depending on the size, quality, type of method and the skill of the practitioner. The roles of these two research methods and their practical application in finding valid results in market research will be supported below through journal articles and references, which will further show the importance that the effective use of market research methods in various situations is essential in finding valid results that are fundamentally important to marketers today. Overview of research methods and their uses Traditional methods of market research often focused on quantitative results and practices, which although were adequate in finding valid research results, could not adapt well to the changing market and business environments during the 1950s and 60s and in turbulent market situations at the time. It was clear that research methods needed to be improved and as noted in Wilson (1952), The application of qualitative methods would allow a more informed opinion to be gathered on the market, which would be well suited to the changing market situations at the time. Despite the value that qualitative research can bring, there is still a general trend in the dominance of Quantitative methods used by marketers and even in academia where qualitative methods are seen by some with ambivalence and a field with which successful people do not want to be associated with. Ruyter Scholl (1998). Due to this prevailing dominance among marketers, most market research carried out by contemporary organisa tions usually is a triangulation or combination of primarily quantitative techniques with some secondary qualitative methods to complement the research results. Ruyter Scholl (1998). Qualitative methods are best used when conducting exploratory research, when businesses need to understand the behaviour of consumers and formulate ideas and theories as to why consumers think in particular ways. To substantiate qualitative results, Quantitative techniques are used to provide hard evidence behind these ideas and theories and to represent numerically and statistically the resulting research outcomes. Not all marketers however triangulate these techniques and most will only use a methodology which is most appropriate in solving the research problem. Effectiveness in finding valid research results While both these methods have uses in finding valid research results, the variation in defining the research problems throughout various organisations means that the most appropriate methodology and research design should be used to ensure valid results , rather than results that would lack meaning through a bias in using a particular research method. As pointed out in Seymour (1989) , research techniques and their thoughtful application can be the vehicle by which we progress to wisdom. That is, the real worth of a technique is embedded in its ability to produce useful information (i.e., wisdom) in response to a specific problem. Seymour (1989). To ensure that results from market research is valid , a triangulation of methods and techniques should be considered and applied to the research of relevant markets and situations which would ensure results that are both valid, and paint a clear picture of the market environment. This triangulation of methods successful use in finding valid results is seen in Kitchell (1995) where the study conducted attempted to find the links between the importance of a strong corporate culture and the adoption of new technology in conjunction with the issues faced with maintaining a competitive position. This was undertaken with both quantitative and qualitative research techniques. Both methods results were broadly consistent with each other in finding that fostering a stronger corporate culture allowed a more stable innovation and technology adoption which led to long term survival and adaption in market environments. This study has shown insights into how both qualitative and quantitative data can mutually enrich each other in market research as this triangulation of methods allowed valid research outcomes that would not have been seen if only one research method was primarily utilized. The results seen in this study correlate with those undertaken by Deshpande (1983) which explains that more valid results can be seen in market research with a combination of aspects between quantitative and qualitative methodologies. While using a triangulation of methods, the weaknesses and strengths of each technique would be compensated by the strengths of the other method. Deshpande (1983). Although using a triangulation of methods can typically produce valid and meaningful research results, extensive use of these techniques can be limited to firms with considerable budgets than most. To ensure effective results, defining the research problem and identifying the circumstances to which further research is needed is just as important as choosing the most effective methods suited towards the market environment. Outlined in Goodman (1995), the use of Qualitative techniques can be well suited to theory construction and exploratory market research, which can be seen in his subsequent study of small businesses in a changing market environment. In a study of three small businesses facing changing market conditions and extreme price erosion, qualitative research techniques were largely employed to determine achievable market strategies. It found that the exploratory nature of their research conducted through focus groups and depth interviews, allowed them to anticipate changes in customer-value perceptions and benchmark themselves against competitors. This successful use of qualitative techniques in this study shows that this methodological approach was particularly well suited towards finding and generating theories in a changing market environment, which was noted above in early qualitative research literature in Wilson (1952). In finding valid results through various methods, it is clear that marketers must not confine themselves through techniques that are only partially appropriate in solving the research problem. The studies noted above successfully found valid results as a result of their methodologies being used effectively due to the nature of the research problem and their applicability in these situations. However as noted in Cahill (1996) , both qualitative and quantitative methods do not have universal applicability and as such, either method might not be suitable for a variety of situations. This means that marketers who entirely use methods of theory verification (quantitative methods) almost exclusively in situations where theory discovery (qualitative methods) was more appropriate, Deshpande(1983), are limiting the validity and reliability of their results by not applying the most appropriate method in solving the research problem .An effective use of market research techniques would be by triangulating aspects of research methodologies and also the choice of a specific technique on whether a quantitative or qualitative method should be decided by the nature of the management and research problems. Seymour (1989).This would eventuate in valid and meaningful results that serve to help the marketer understand the needs of the consumer and market. Limitations of Research methods While both quantitative and qualitative methods have their established uses among marketers, the limitations of each method in finding valid results can be reflected in the essence of these methods. As the quantitative paradigm is firmly placed within the scientific model, the resulting research outcomes are limited to numerical data that can be quantified and summarized into objective hard data. Results gathered by this particular method emphasise reliability and validity, which makes this a dominant method that marketers commonly use throughout the research process. Because of these factors that make up the essence of quantitative research, the use of this method in finding valid research results is limited to validating established theories and the relationships between variables, but also can substantiate qualitative results through a triangulated methodology. Results accumulated from quantitative research are not suited towards theory generation and gaining insight and as such, marketers solely employing this method will miss out on the value that qualitative methods can bring. However, when involved in research that does not need as much insights or deeper data into defining the research problem, quantitative methods can be effective in analysing large amounts of data as outlined in Montgomery (2001). A successful application of quantitative methods was seen when solving internet marketing problems outlined in this study; however the skill of the practitioner in conducting the research was commonly cited as the factor that allowed valid research outcomes. While this study demonstrated a successful primary use of quantitative methods, the limitations of using qualitative methods in defining the same research problem would not be practical as analysing large swathes of data is not an effective use of qualitative methods. This contrast between both quantitative and qualitative methods, reflect the limitations of solely using one of these methods as the natur e of the results produced from each will be fundamentally different. As discussed in Johansson Nonaka(1987), many Japanese market researchers during the 1980s much preferred research that was hands-on and interactive with consumers , and favoured qualitative data which allowed them to gain a distinctive feel for the market. While these qualitative methods lacked the scientific precision of quantitative methods, Japanese firms still had an unequivocal advantage over western based firms as their exclusively qualitative and hands-on methods allowed them to understand consumer behaviour to the point where they were outstripping rival western based firms. However like most western firms looking to increasingly adopt qualitative methods into their research, the Japanese firms are realising that in order to diversify their product ranges in the market they will need to use quantitative methods to ensure entries into newer markets. Johansson Nonaka (1987). This focus on one methodological approach by the Japanese firms, coupled with their extreme focus on their existing products, can represent limitations into finding valid results as their narrow approach would disallow much confirming or validation of theories attained from their qualitative research, especially when entering new markets. Despite these limitations, it can be argued that the Japanese approach to market research allowed them to understand consumer behaviour in such a way that they were able to achieve valid research results even more reliable than western based quantitative methodologies. The limitations of both methods in finding valid results for marketers, has clearly shown that to overcome the relative weaknesses inherent in each method, an effective use of triangulated research methodologies is essential to finding valid research results. Conclusions As evidenced above, valid results in marketing are commonly seen with a triangulation of methodologies and techniques which pertain to the nature of the research problem. The limitations of both quantitative and qualitative methodologies can be compensated by using a triangulated research process, in which the weakness that is evident in each method will be overcome by the strengths of a triangulated methodology. However, marketers dominant use of quantitative methods in their research to which can be only partially appropriate in solving a research problem, serve to limit the reliability for research results that could otherwise be improved through a triangulated methodology. Likewise, it can be said that the dominant use of qualitative methods by Japanese firms could be further enhanced by the integration of quantitative methods into their research which serves to ease the entry into newer markets. The market environment and the nature of the research problem can also affect resear ch outcomes as the method employed can only be somewhat applicable to the nature of the research problem, in which inadequate results may be seen. Furthermore, it is evident that to ensure valid results in market research, it is recommended that a triangulation of methods be used in the most applicable nature of the research problem and environment.