Nature and Role of Qualitative Market Research: An Alternative or a Complimentary Approach?

Authors

  •   Ankita Batra M.Com Graduate, Department of Commerce, Faculty of Commerce and Business, Delhi School of Economics, University of Delhi, Delhi -110 007

DOI:

https://doi.org/10.17010/ijom/2014/v44/i11/80113

Keywords:

Market Research Processes

, Qualitative Market Research, Quantitative Market Research, Triangulation

Paper Submission Date

, May 5, 2014, Paper sent back for Revision, July 2, Paper Acceptance Date, September 9, 2014.

Abstract

The purpose of this paper was to carry out an extensive review of qualitative market research and quantitative market research and comprehensively compare and contrast similarities and differences between the two. An extensive study of the concepts and practices of qualitative market research and quantitative market research is carried out from the literature. The findings identified that both research methodologies are very distinct based on their goals and techniques. A triangulation approach combining the two can lead to synergy in the research process. Another area where a need for cross fertilization is highlighted is between academic and applied practices to narrow the academic research divide.

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Published

2014-11-01

How to Cite

Batra, A. (2014). Nature and Role of Qualitative Market Research: An Alternative or a Complimentary Approach?. Indian Journal of Marketing, 44(11), 49–60. https://doi.org/10.17010/ijom/2014/v44/i11/80113

Issue

Volume 44, Issue 11, November 2014

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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