Many marketing researchers have their favorite research approaches or techniques. Some researchers maintain that the only way to really learn about consumers or brands in through qualitative research. Others contend that the only defensible form of marketing research uses quantitative measures. Take a position: the best marketing research is quantitative in nature versus the best marketing research is qualitative in nature.
The best marketing research which can be used by the researchers is quantitative. It is because the quality of the output of the qualitative methodology of the research is not objective and highly subjective. It depends upon the skills, experience, and sensitivity of the researcher (Hanson & Grimmer, 2007). There is the possibility of substantial biases and prejudices from the side of the researcher which has a considerable impact on the outcome, and the findings and result of the research can do more harm than benefit to the overall research. The quantitative research methodology on the other hand is dependent on the objective, scientific and logical approach of data analysis, collection and interpretation. This is also preceded by a comprehensive literature review which makes it more authentic. Its scope is narrow and it has a precise objective as well. This makes it more authentic as it yields the exact information which the researcher is looking for. As this methodology is driven by data, statistics, and numbers, the possibility of bias is lower in terms of the interviewer, and researcher. The results of the quantitative approach provide reliable information for further research, prediction and decision making (Petrescu & Lauer, 2017).
Who are the most serious competitors to your chosen product (iPhone – Apple) or service and what do you believe is the cause for the success of these competitors? How is your chosen product or service surviving with this competition? Compare the strengths and weaknesses of the competitive product or service compared to your chosen brand.
Marketing makes it essential for the company to know who your competitors are, what the nature of their product is and what their strengths and weaknesses are. It enables the company to be more comprehensive in developing its strategy (Park, 2009).
The company Apple Inc is one of the main products on the Smartphone market, which has about 33% of the US market has an equally strong competitor in the shape of Samsung Inc. The competitive product of Samsung against the iPhone is the Samsung Galaxy S series. Samsung is one of the number marketers of mobile phones in the world, backed by an impressive research and development house and design capabilities. Its effective and vast network of supply chains across the world makes it tap more areas around the world and within the US. However, Apple Inc with its unique, innovative qualities and creative applications make it more attractive to the US customers (Pressman, 2017).
References
Hanson, D., & Grimmer, M. (2007). The mix of qualitative and quantitative research in major marketing journals, 1993-2002. European Journal of Marketing, 41(12), 58-70.
Park, S. (2009). Market Power in Competition for the Market. Journal of Competition Law & Economics, 5(3), 571–579.
Petrescu, M., & Lauer, B. (2017). Qualitative Marketing Research: The State of Journal Publications. The Qualitative Report, 22(9), 2248-2287.
Pressman, A. (2017, September 5). Apple’s Next iPhone Is Already Facing a Stronger Field From Samsung, LG, and Sony. Retrieved from http://fortune.com/2017/09/05/apple-iphone-8-samsung-lg-sony/
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