RUNNING HEAD: PHASE 2 DISCUSSION BOARD
KENNETH C HOLMES
MKTG630-1502B-03
PROFESSOR GENE TOPPER
MAY 27, 2015
MEMO
To: Michelle Dietrich, President of Mobile Manufacturing Inc.
From: Kenneth C Holmes, Marketing Consultant
RE: Quantitative and Qualitative research: Differences and applications for MM Inc.
For Mobile Manufacturing to determine the market for the new Smart Phone, they need
to know and understand the differences, and advantages between quantitative and qualitative
research, as well as understand how to apply the research to obtain optimal results. This memo
documents the research uncovered.
Quantitative research:
Quantitative research deals with numerical and statistical data, meaning information with
a measureable number or value, has a mission of classification and counting, and is objective in
nature, which also happen to be its strengths. Examples include: age, income, price, market size,
market share and penetration, consumer perception and awareness of your brand or product,
consumer perception of the competition, etc. The data is usually gathered through highly
structured surveys, questionnaires or experiments, and include multiple choice or rated scale
questions. The data is frequently used in charts, graphs, or any visual presentation, and then used
for analysis, comparison, stating a conclusion, or proving an assumption. It is important to note it
is not always necessary to perform field research to obtain quantitative data, because the internet
contains many research sites that offer information about many topics, and for just that purpose.
Examples include: Asher Consulting, Qualitative Researcher, QuantitativeData.net, and
Precision Consulting, just to list a few (Worpress.com, 2011).
Qualitative research:
Qualitative research deals with attributes and qualities, instead of numbers or
measureable values, and is subjective in nature, meaning information that explains how
something looks, feels, ease of use, features, convenient, practical, etc. Qualitative data can be
turned into quantitative data by encoding it with a numeric value (1-highly unlikely to purchase,
2-unlikely to purchase, 3-neutral, 4-likely to purchase, and 5-highly likely to purchase), or
percentages of the whole, and then charting or graphing the data for visual presentation. Another
method of analyzing qualitative data is the application of Content Analyzer Software, which
sorts through volumes of written data, and provides an assortment of frequently used terms from
the data. Qualitative data is usually gathered through personal interviews, focus group responses,
and personal observations, is obtained to establish key factors about something, and is not used
for proving an assumption, or establishing a conclusion (Worpress.com, 2011). The real mission
of qualitative research is to provide the research team with the full visual of what the consumer
wants and needs in a product, to help the manufacture understand the consumer’s motivation as
to why they like what they like, and to help the manufacturer product the perfect product for their
target market. The very mission of qualitative research is also its strength. (Explorable.com,
2009).
Advantages and disadvantages:
Quantitative research has many attributes including: It is readily used for visual
presentation; it rests the truth on numbers, but assumes the numbers are relevant and accurate; it
is not flexible; it accepts information for its face value; uses fewer variables; and is used to
provide a conclusion to an assumption, but the assumption may be misleading and/or subjective
(DeVault, 2015). These attributes are both advantages and disadvantages.
Qualitative research has many attributes including: no assurance provided of research
accuracy because it is based on respondents experiences, although the respondents experience is
what is wanted for the research; the need for large number of responses (data), based on
questions where the answers are based on the respondent’s experiences, and not pre-established
questions; it does not provide a solution to any assumption, but does offer many solutions; and
requires time and effort by the research team. While the process may take time, the process can
obtain information that was not realized as necessary. These attributes are both advantages and
disadvantages (Lewis, 2015).
Applications for Mobile Manufacturing:
Mobile manufacturing could use quantitative research to determine which consumer
segments would be the best market for the new phone. Their research would include: age
categories, income categories, price of the new phone, and the price the consumer is willing to
pay, market size, their market share and penetration, the consumers awareness and perception
regarding their own product and the competitions, just to list a few. While, Mobile MM could
use qualitative research to determine which features and qualities consumers want in a Smart
Phone including: a push button keypad or touch screen that is easy to use; a screen that is big and
easy to read; graphics that are essential for business applications; applications that are essential
for routine business use including web access and texting; applications that are ideal for small
children and teenagers including games, texting, and web access; applications that make life
easier, convenient, and even fun; case colors and embellishments that will fit many taste levels; a
warranty that makes purchasing the phone a simple decision; etc.
Conclusion:
Realistically, both methods work in conjunction, and balance each other. Both should be
used in combination to determine the ideal market for the product, the preferred features, why
they are the preferred features, develop multiple products for multiple markets, recognize and
correct any flaws in the research or assumption, and to ensure complete project success.
REFERENCES
DeVault, G. (2015). Quantitative Research-Advantages and Disadvantages. Retrieved from
marketresearch.about.com › Market Research Techniques
Explorable.com. (2009, November 3). Quantitative and Qualitative Research. Retrieved from
https://explorable.com/quantitative-and-qualitative-research
Lewis, J. (2015). What Are the Disadvantages of Qualitative Measurements When Doing
Marketing Research. Retrieved from smallbusiness.chron.com › … › Market Research
Worpress.com. (2011, October 10). Quantitative vs. Qualitative Research: What’s the
Difference? Retrieved from www.mymarketresearchmethods.com/quantitative-vsqualitative...