Research Methods
Quantitative Research Market research can provide beneficial information for a variety of situations. This guide has been created by COOK Research & Consulting, Inc. to easily explain how quantitative market research can be the most helpful. For more information on this issue, contact your COOK Research & Consulting Account Executive. Successful marketing programs use market research as a tool in designing and implementing marketing plans. The information gathered through market research helps marketers in problem identification and problem solutions and aids in marketing decision-making. There are numerous instances when market research can be useful to a company. Please click on any of the following buttons to see how it can help you. Learn More |
Qualitative Research Qualitative research is used to gather insight into what motivates people. It is designed to include a relatively small group of participants in a discussion to understand what motivates people and why they act the way they do. Qualitative research is not usually representative of the total population but can be a valuable tool to gather participant attitudes and perceptions about a topic of interest such as ideas for new products/services, marketing messages or positioning. Data from qualitative research is used when little is known about a subject. It is often used to define a problem, identify issues and provide insight to quantitative market research. Participants are recruited and selected by a professional interviewing staff. Focus groups are most often conducted in a facility with a focus group room that allows on-site client observation through a one-way mirror in our client viewing room. There are many types of qualitative marketing research. A few have been listed below. Click on any of the following types to see what they are and how they can help you make better business decisions. Learn More |