Qualitative Research – A Discussion

Qualitative research is that division of marketing research where the consumer is in focus. It attempts to
delve into the mindset of the consumers and bring forth a more holistic understanding of their needs in
connection to products, needs and brands so that the marketer may be able to provide a product or a
service as close as possible to the consumers verbalized as well as non-articulated expectations
(Easwaran and Singh, 2007, p. 415). Qualitative research is more concerned with understanding the
reasons behind the manifested consumer behavior rather than measuring the degree and the direction
of its difference from the marketer’s response to it. The main assumption upon which all types of
qualitative research are based is the view that reality is constructed by individuals interacting with their
social worlds.

Comparison between Qualitative and Quantitative Research

The basic tenets of the approach of Qualitative researches are: open-endedness, dynamism and
flexibility. This type of research builds abstractions, concepts, hypotheses or theories rather than testing
existing theory. Quantitative research on the other hand starts with pre-specified objectives on testing
pre-conceived outcomes. Quantitative researchers work mostly with numerical and statistical data while
qualitative researchers use interviews, observations and interactions for penetration of rationalized or
superficial responses and depth of understanding. The key difference however lies in the objectives of
the two methods. While quantitative research seeks to find evidence to support or oppose an existing
hypothesis, qualitative research allows hypotheses to emerge from patterns of recurring events.

Limitations of Qualitative Research

The main limitation of qualitative research is that it is often based on very small samples that cannot be
used to generalize the whole population and it becomes inappropriate to state conclusions based on
qualitative data interpretation. Qualitative research usually involves fieldwork where the researcher
must physically go to the people, setting, site or institution in order to observe behavior in its natural
setting. The researcher is the primary instrument for data collection and analysis in all forms of
qualitative research rather other inanimate inventory such as a questionnaire or a computer. This in-
depth process of data collection and analysis takes up a lot of time as the framework of inquiry keeps
developing and modifying depending upon the respondents. Since the themes keep changing and the
framework is continuously evolving, there are many instances when there is not enough time or money
to support such a dynamic process.

Finally, since qualitative research focuses on process, meaning and understanding, the product of a
qualitative study is richly descriptive. Although the focus and purpose of qualitative and quantitative
researches are different, there is value in combining both the methods in any social research project.
Researchers, who blend both traditions, get advantages of each.

Reference list

Easwaran, S. & Singh, S.J., 2007. Marketing Research, 3rd ed., New Delhi; Oxford University Press.