Analysis and Interpretation of Qualitative Data in Consumer Research, Case Study Example

When it comes to the capacity of knowing and utilizing the truth about human basics [especially in connection with thinking and behavior], it could be understood that no particular research procedure could efficiently give specifically accurate data as desired. In the article presented by Susan Spiggle, the said matter has been proven specifically through the use of both research and experimentation. In this particular article, Spiggle tries to create a comparative discussion directed to both the alternative perspectives versus that of the positivist perspectives of research and how they affect studies on consumer behavior. To be able to set a source of foundation for such comparison, Spiggle tries to create a series of tests and analysis that could create relative indications of connection between the said points of perspectives. First is that of the attempt to understand the meaning of texts through embracing particular procedures of research interpretation. Second is that of the use on the context of the research and results garnered altogether. Third is that of the use of qualitative and quantitative data analysis. Fourth is the assumptive use of the emergent research designs that are commonly utilized at present.

From these particular sources of foundation especially related to the manner by which results of researches are being analyzed for practical use, Spiggle points out how qualitative data provides the best sources of understanding. Relatively, through combining the different procedures of results interpretation, it could be analyzed that mixing up logical results with the behavioral interpretations that qualitative approaches of research specifically give implications especially related to the studies that are related to consumer behavior research. It is through the mixture of these procedures that somehow, modern researches insist that the comparative process of implicating mathematical logic in relation to human behavior creates a more balanced view of the matters that are involved in the system of development that is hoped to be incurred through the studies being completed.

From this particular article, it could be realized that modern research procedures actually provide a great impact on how the approach to market definition is being assumed by organizations at present. In consideration with the desire to know what the market wants through consumer research procedures, this article suggests that it is best to utilize the collaborative analysis of results through both qualitative and quantitative approaches of research. The utilization of both these approaches provide a logical and behavioral implication on the studies that are being completed for the sake of assessing the people’s reaction on the different offers that organizations are aiming to release to the market. This particular discussion is specifically important especially for organizations aiming to establish appeal on the modern market of the current society. With the massive changes happening every now and then, the market faces different issues that are relatively connected to the need of assessing the changing matters of the society every now and again. Logical and behavioral assessments of the situations that the market undergoes specifically create a great impact on how the matter directly manifests the capacity of business organizations to succeed in the industries they are enjoined with. Relatively, this article intends to manifest the fact that modern researches actually manage to make a distinctive process by which modern industries are able to make a specific approach in defining their position in the modern arena of trade and commerce. With focus directed to the being of the market, industries would best be able to create a massive impact on the buying public through handling research analysis in the most effective manner.

Reference:

Spiggle, S. (1994). Analysis and Interpretation of Qualitative Data in Consumer Research. The Journal of Consumer Research.