The Use of Qualitative and Quantitative Marketing Research Methodologies ABSTRACT This marketing research project discusses marketing research methodologies. The utility and efficacy of marketing research methodologies are necessary for marketing and market strategy development. Marketing research methodologies generally consist of two broad categories which are qualitative and quantitative methodologies. Qualitative methodologies consist of such approaches as case study methodologies and bracketing, among others. Quantitative methodologies include both descriptive and inferential statistics among others. Marketing research methodology is important in identifying solutions to marketing and market issues such as those related to product or...The end:
...../1, p.1-8. Church R. (2003). The Emergence of Modern Marketing. F.Cass; London. Hackley C. (2003). Doing Research Marketing research projects in Marketing, Management and Consumer Research. Routlege; New York. Iacobucci D. (2001). Methodological and Statistical Concerns of the Experimental Behavioral Researcher. Lawrence Erlbaum Asociates; New York. Kitchen P. & Pelsmacker P. (2004). Integrated Marketing Communications: A Primer. Routlege; New York. Konecki, K. (2008). Grounded Theory and Serendipity. Qualitative Sociology Review, 4/1, p.171. Lawson S., Roggenbuck J. & Hall T. (2006). A Conjoint Analysis of Preference Heterogeneity Among Day and Overnight Visitors to the Okefenokee Wilderness. Journal of Leisure Research, 38/4, 575.