Qualitative Marketing Research Regarding the Multichannel Distribution

Cătălin Nicolae Bulgărea ()
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Cătălin Nicolae Bulgărea: “Transilvania” University of Brasov, Romania

Annals of the University of Petrosani, Economics, 2011, vol. 11, issue 3, 23-34

Abstract: Market research can be defined as an “active form through which, by means of different concepts, methods and techniques of scientific investigation, is carried out, systematically, the specification, the measurement, the collection, the analysis and the objective interpretation of marketing information for the management of the economic unit, in order to know better the company’s environment, to identify the opportunities, to evaluate the alternatives of marketing actions and their effects. The qualitative research seeks answers to questions like: “why?” and “how?”, in order to find the root causes of consumers' attitudes, motives, behaviours, preferences and opinions and also the subjective, emotional or unconscious elements behind them.

Keywords: market research; qualitative marketing research; in-depth interview; banking products and services; distribution; banking distribution channel; multichannel (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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