Broadcasted on Mar. 14, 2006
Today’s interview is with John Mims, Public Relations Director for Altyris Advertising. Mims discusses the importance of understanding consumers from market research.
• Primary research is defined as collecting original research data, and the two categories of primary research include: quantitative and qualitative research.
• Quantitative research comes from the collection data and is an example of a statistical liability, this includes surveys and polling. Quantitative research can be costlier than qualitative, but is usually more reliable.
• Qualitative research comes from anecdotal information: focus groups or interviews. This is typically less expensive; however there is no statistical liability as in quantitative.
Listen to the full broadcast on our iTunes Podcast Marketing Watch.
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