Marketing power Chapter III- refinement of market research (middle).docVIP

 PAGE \* MERGEFORMAT 18 ‘Marketing power’ Chapter III: refinement of market research (middle) Research Methods II and pre-survey The completion of the entire research process design, we started a specific research work around the different research objectives select the most scientific research methods and conduct pre-pre-research. Research Methods In market research, the qualitative research and quantitative research are two main methods. Under normal circumstances, compared to quantitative research, qualitative research has the advantages of low cost, but require a higher quality of researchers, need their psychological characteristics of consumers have in-depth understanding. As a result, qualitative research relies heavily on the subjective awareness of research and personal interpretation, so things can only be specified in the direction of development and trends, but it does not indicate the breadth and depth of the development of things is only a tentative study ofType . But the quantitative research is to get large samples and strong statistical analysis, are causal, descriptive type of research, which quantify the results of qualitative research could play a support role in verification. The above comparisons reflect the intrinsic properties of two different research methods, another point of view from both the implementation, but also have different requirements and conditions. For example, in order to respondents subtle facial expressions, posture, voice tone changes to explore a more profound problem, conducting most of qualitative research process, we must be prepared to tape recorders, video recorders and other equipment, leaving behind a complete, intuitive original records, in the in the form of qualitative research seminar, the visitors would also like to do a good job projection facilities, photos, discussion guide and other diverse hardware ready. But the quantitative research mainly ‘used questionnaires to speak’ on the hardware side of