Qualitative market research
The recommended approach to use in the market research will be the introduction of qualitative research to carry out market research because of the following reasons.
- Qualitative market research is used in exploring perceptions of various individuals and testing a specific hypothesis. Therefore, all the studies requiring the perceptions of the respondents are supposed to use the qualitative approach. The current research wants to know how various people in the community see the various competing forces. Also, it explains how different people think about the various offerings provided in the restaurant. Therefore, it aims to deal with perceptions of the respondents, making a qualitative approach to be appropriate.
- Qualitative market research aims at providing an in-depth understanding of why certain customers in the market have certain opinions. On the other hand, using a designed survey and a representative sample aims at measuring the opinions of the customers. The research aims at finding what other people think of the offerings in the restaurants. An in-depth understanding of the opinions of the customers is required, which shows the qualitative approach is best suited in the case.
- Qualitative research is based on mapping out the experiences of an individual customer. On the other hand, quantitative research is aimed at making assumptions about the larger audience. The research is based on the experiences of the customers, not the assumptions they have towards the restaurant. This is because it wants to offer a variety of foods such as poultry, fowl, ducks, squab and pheasants. Therefore, the actual experiences are essential in drawing important conclusions.