Scribd
Upload
67 views2 pages

N20283009 - Ravi Kumar - MRCB Assignment 2

The document discusses qualitative and quantitative research methods. It provides examples of when each would be preferred in different company situations. For recruitment interviews, qualitative research through in-depth interviews is preferred to understand people's beliefs and motivations. For customer satisfaction surveys, quantitative research through surveys is preferred to collect metrics and numerical data on aspects like product quality and experience. The document also discusses using internal and external secondary data for research. As an example, internal sales reports over 10 years could be used to analyze a company's top 10 business partners. External sources like government reports could help define new business territories by analyzing a new industrial area's potential.

Uploaded by

ravi kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
67 views2 pages

N20283009 - Ravi Kumar - MRCB Assignment 2

The document discusses qualitative and quantitative research methods. It provides examples of when each would be preferred in different company situations. For recruitment interviews, qualitative research through in-depth interviews is preferred to understand people's beliefs and motivations. For customer satisfaction surveys, quantitative research through surveys is preferred to collect metrics and numerical data on aspects like product quality and experience. The document also discusses using internal and external secondary data for research. As an example, internal sales reports over 10 years could be used to analyze a company's top 10 business partners. External sources like government reports could help define new business territories by analyzing a new industrial area's potential.

Uploaded by

ravi kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

Market Research & Consumer Behaviour

Assignment: 2
Roll No – N20283009

Name – Ravi Kumar

1. What is qualitative research? How it differs from quantitative research.


Qualitative research is concerned with understanding of human behaviour from the
informant’s perspective. It assumes a dynamic and negotiated reality.

Data for analysis are collected through participant observations and interviews. Data
are analysed by themes from descriptions by informants.

Even the data are reported in the language of the informant; whereas

Quantitative research is concerned with discovering facts about social phenomenon.


It assumes a fixed and measurable reality.

Data are collected through measuring things/figures. Data are analysed through
numerical comparisons and statistical inferences.

Data are reported through statistical analyses.

Identify one situation each in your company where you will prefer
quantitative and qualitative research respectively

In recruitment process, preferred Qualitative research methodologies is conducting


in-depth interviews. It is a personal interview conducted with one responder at a
time. This is purely a conversational strategy that allows you to elicit more
information from the subject. The benefit of this strategy is that it allows for the
collection of exact data regarding people's beliefs and motivations. If the researcher
is skilled, asking the proper questions can aid in the collection of useful data. If
further information is required, the researchers should ask follow-up questions to
aid in the collection of additional data.

Whereas, Quantitative research is preferred when performing a customer


satisfaction (CSAT) survey. This survey is used to collect quantitative data and
metrics on a brand's or organization's goodwill in the minds of customers based on
many characteristics such as product or service quality, pricing, customer
experience, and so on. This information can be gathered by asking questions such as
net promoter score (NPS), matrix table questions, and others that provide data in
the form of numbers that can be evaluated and used.
2. Identify a research problem in your company where you can use
internal & external secondary data. Describe the situation and
sources of secondary data that you propose to use

Secondary data is the data that already exists & has not been collected for specific
research project. Research based on Secondary Data is also called Desk Research.

Internal secondary data is usually an inexpensive information source for the


company conducting research, and is the place to start for existing operations.
Internally generated sales and pricing data can be used as a research source.

Research problem where internal secondary data is used – find out top 10 business
partner for last decade.

Situation – Company wants to analyse the top 10 business partner for last decade in
terms of type of products/services sold, business revenue, payment history and
satisfaction index (NPS).

Source would be the various sales reports (business wise, product and service wise),
payment reports, results of various surveys stored over the last 10 years.

External secondary data includes data that is collected from the external
environment outside of the organization.

Research problem where external secondary data is used - Defining a new territory
for business prospects (mapping of a new territory and analysing its business
potential).

Situation – Analyse the business potential of a new industrial area being set up.

Source would be the government industrial reports, trade associations reports, MIDC
registrations data of company and their profile to analyse their potential.

You might also like