Compare and Contrast the Various Research Techniques Explained in Chapter 8

Obtaining information is an important aspect of the marketing research process. Determining what type of research technique depends on what data is desired, and if it needs to be qualitative or quantitative data. The types of research techniques used are interviews, focus groups, and observations, which are qualitative data collection. Also included in data collection are surveys and they are quantitative in nature. I will start off discussing research techniques that are qualitative.

Interviews are conducted with knowledgeable people on a one-on-one basis, but can suffer bias responses or inputs. It is important to “obtain in-depth information rather than a wide variety of data” (252), so the information should come from narrow answers from detailed questions.

Focus groups are similar to interviews because they are both interactive. A group of seven to ten people receive a specific topic to focus on while the leader of the team stimulates the discussion, and the topic is thoroughly discussed until all issues and information is collected. These discussions include personal emotions and perceptions, but persons within the group must be aware of the culture surrounding the topic, and precautions must also be taken to be polite and avoid taboos.

Observations are unique in the way that a person observes different activities and behaviors of other people. The information collected can be personal or impersonal, obtrusive or unobtrusive depending on the participant’s knowledge of the research being conducted, which at times the participant may not take kindly to being observed. This type of research helps the researcher obtain a better understanding of behavioral patterns to help improve a specific product or service.

The last type of research technique that can be used is surveys, and they are quantitative in nature. They can be used in any culture and are an excellent tool for hypothesis testing.