Table of Content :
Introduction: 3
Qualitative Research: 5
Quantitative Research: 8
DESCRIPTIVE STATISTICS 11 Univariate Analysis 12 The Distribution. 12 Central tendency 13 Dispersion 14 INFERENTIAL STATISTICS 14 CENTRAL LIMIT THEOREM 15 NORMAL DISTRIBUTION 15
Problem solving 17 CENTRAL TENDENCY 17 DISPERSION 17 DISTRIBUTION 18
References: 26

Introduction:

According to the American Association, marketing research “is the function which links the consumer, customer and public to marketer trough information-information is used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance and improve understanding of marketing process”.

There are two basic approaches that help managers getting information in order to scan new opportunities or threats and evaluate current products or monitor new ones: quantitative and qualitative research.

Qualitative research by definition involves the analysis of data such as words, interviews, pictures, videos and objects whereas quantitative research involves the analysis of numerical data using different softwares. In other words, qualitative research allows interactions with respondents and in-depth probing of issues and gives great detail as a result while quantitative research allows a projection to the population using statistical results. Each research has its own techniques or methods, each one has both advantages and disadvantages and each research has its own applications in marketing field.

Qualitative , exploratory, research uses open ended unstructured questions for probing purposes. It often uses a checklist and small non probability sample. More, the analysis consists of looking for key words; however the findings may not be representative and subjective.

Quantitative , descriptive or causal, research uses a large probability sample. The amount of information