Qualitative market research is the study of factors that control the behavior of people in a given market. For instance, when evaluating a commercial industry, the purpose is to comprehend the motivation behind shoppers when purchasing products. The following are some of the factors you should consider when conducting Qualitative Market Research in Columbia SC.
Speaking to the right person
To conduct good market research, the person you are interviewing needs to have an in-depth understanding of the topic.
Utilizing the right methodology
In any research, you need to know the correct methodology to use. However, you should understand the research objective. One needs to evaluate it from a personalized viewpoint or through group discussions.
Briefing Moderators and interviewers
Talk to the moderators and interviewers about the research objective to inform them what they should focus on the most. All information during the research is vital if it centers on the market objective.
Use either notes or transcripts
If you decide to interview a focus group or conduct in-depth interviews, you need to prepare for it by taking notes. Additionally, write verbatim whenever possible and never analyze the statements. When reading transcripts from in-depth interviews, you need to read them as single entries to see the unwritten parts.
Researchers should analyze the qualitative data by looking at the diverse themes and linking them to categories and frameworks. Additionally, use intricate techniques during the analysis such as Discourse Analysis, Interpretive Phenomenological Analysis, and Grounded Theory. However, you can look for professionals of qualitative market research in Columbia, SC, such as Crantford Research to provide you with more information.
