Qualitative Research and the Process of Constructing Qualitative Data

11 Pages Posted: 16 Mar 2013

See all articles by Rasim Abutalibov

Rasim Abutalibov

Qafqaz University

Seymur M. Guliyev

State Oil Company of Azerbaijan Republic, Marketing and Operations ; State Oil Company of Azerbaijan Republic, Marketing and Operations

Date Written: June 17, 2012

Abstract

Traditionally, marketers have used the marketing information system (MkIS) and its components to inform the decision-making process. Central to the process was the use of marketing research. Today with the development of customer databases, the marketer has a significant additional weapon in his or her armoury. We have more information than ever before. And yet companies are still making poor decisions, and still fail to meet their customers’ needs and wants effectively and efficiently.

So as to make the best decisions, marketing professionals in both commercial and noncommercial organizations must have the right information. Mentioned right information are generally collected by two types of marketing researches. These are called qualitative and quantitative marketing researches.

In this article we will try to explain and mention the qualitative research and its constructing process. As it is known, qualitative marketing research is the research that is geared primarily to the construction of qualitative data. What about qualitative data is systematic records that consist of words, phrases, text or images.

Firstly, qualitative research, then focus groups, depth interviews, and observation as the types of qualitative research will be discussed, and finally constructing process of qualitative data will be critically analysed.

The main aim of this research is to introduce the methods used in qualitative research and the major applications supported by qualitative data.

Keywords: qualitative data, qualitative research, focus groups, depth interview, consumer

JEL Classification: Marketing

Suggested Citation

Abutalibov, Rasim and Guliyev, Seymur M. and Guliyev, Seymur M., Qualitative Research and the Process of Constructing Qualitative Data (June 17, 2012). Available at SSRN: https://ssrn.com/abstract=2233863 or http://dx.doi.org/10.2139/ssrn.2233863

Rasim Abutalibov

Qafqaz University ( email )

Baku Sumgait Road 16th km.
Hasan Aliyev Str. 120
Khirdalan, Baku AZ0101
Azerbaijan

Seymur M. Guliyev (Contact Author)

State Oil Company of Azerbaijan Republic, Marketing and Operations ( email )

Baku, Azerbaijan
Jeyhun Hajibeyli street, home 2, flat 28
Baku, Azerbaijan AZ 1010
Azerbaijan
+994556527916 (Phone)

HOME PAGE: http://www.azmarketinq.com

State Oil Company of Azerbaijan Republic, Marketing and Operations ( email )

Sabit Orujov, 28
Baku, Azerbaijan
Baku, AZ1025
Azerbaijan
+994556527916 (Phone)

HOME PAGE: http://www.socar.az

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