Qualitative Methods Used in Market Research

Gabriel Bratucu and Tamara-Oana Bratucu
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Gabriel Bratucu: Universitatea "Transilvania" din Brasov
Tamara-Oana Bratucu: BRA TAM Brasov

Management & Marketing, 2006, vol. 1, issue 1

Abstract: According to the given data, admittedly, there are two main types of market research: Quantitative Research (questionnaire surveys) and Qualitative Research. Qualitative Research implies getting answers from a small number of respondents and the results of qualitative nature: ideas, perceptions, attitudes, associated values, preferences, suggestions. The Qualitative Research is conducted in the initial phase of studying one issue. The main purpose of Qualitative Research is to define the nature of the issue and to cater qualitative Information. For this paper work, the subject is a Qualitative Research (a focus-group) thinking out, a research where we were moderators. The research was conducted in order to oversee and to analyze the psycho-social influences of a large dismissal, as a consequence of the industrial restructuring programmes in Brasov, as well as the impact of the applied intervention measures. The research was conducted in December 2005.

Keywords: focus-group; qualitative research; labour market; mass fire; psycho-social influences. (search for similar items in EconPapers)
Date: 2006
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