Study Document
Qualitative Vs. Quantitative Research: The Essay
Pages:5 (1744 words)
Sources:1
Subject:Social Science
Topic:Quantitative Research
Document Type:Essay
Document:#98281490
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. 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.
Works Cited
Marshall, C., & Rossman, G. Designing qualitative research. Newbury Park, CA: Sage, 1980.
Excerpt available October 17, 2009 at http://www.gifted.uconn.edu/siegle/research/Qualitative/qualquan.htm
Mead, Margaret. Coming of Age in Samoa. New York: Harper Perennial, 1971.
Neill, James. (2006, July 5). Qualitative Analysis of Professional Literature. Class 6: Qualitative
Research I. July 5, 2006. October 17, 2009.
http://www.wilderdom.com/OEcourses/PROFLIT/Class6Qualitative1.htm
Schlosser, Eric. Fast Food Nation. New York: Harper Perennial, 2002.
Sample Source(s) Used
Works Cited
Marshall, C., & Rossman, G. Designing qualitative research. Newbury Park, CA: Sage, 1980.
Excerpt available October 17, 2009 at http://www.gifted.uconn.edu/siegle/research/Qualitative/qualquan.htm
Mead, Margaret. Coming of Age in Samoa. New York: Harper Perennial, 1971.
Neill, James. (2006, July 5). Qualitative Analysis of Professional Literature. Class 6: Qualitative
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