Getting Close to the Customer: Quantitative vs. Qualitative Approaches

After adapting information technology to develop ever more sophisticated research methods marketers are taking a second look at more human qualitative approaches to tapping into the hearts and minds of consumers. As one Wharton marketing professor says: “We can put each customer’s order on a microchip but as far as having a sense of what’s inside making him tick ” the answers remain elusive. He and others suggest that companies use both quantitative methods – such as data mining – and qualitative methods ranging from “concept banks” to “brand communities” to customer advisory boards always keeping in mind the cost-effectiveness of these varied approaches.

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