A pharmaceutical manufacturer observed 150 interactions between sales representatives and physicians and support staff.
In what category of research would this study fall?
The category in which the research falls is the qualitative using sampling techniques. Like in all qualitative researches, a more precise outcome about what is being studied remains to be the major objective (McQuarrie, 2006). In this case, a detailed picture about how sales representative behaves in certain circumstances as well as their feelings is to be built in order to inform future sales representative training.
What are advantages and disadvantages of this category of research?
However, it is essential to have the advantages and disadvantages of the sampling techniques used. The advantages of using sampling in the market research method used is that it ensures the sample represent the population hence the outcome (McQuarrie, 2006). Moreover, it is less costly when large populations are to be studied. In the contrary, in the event that the sample does not proportionally represent the larger population, the method is prone to biases (McQuarrie, 2006). In addition, when the long-time scale is considered, it can be uneconomical to achieve and the sample data are likely to change (Wenzel, 2012).
What would be the next step in the marketing research process?
The step that follows the data collection method or the research process is the analysis of the data that have been collected (Brown, 2008). The analysis requires different techniques depending on the method of data collection. During the analysis, it is essential that the trends be identified, patterns as well as any other vital information that would be useful in drawing the conclusion (Brown, 2008). The data analysis can use statistical techniques or any other techniques that would identify the patterns and trends existing in the collected data.
References
Brown, L. (2008). Market research and analysis. Rockville, Maryland: Wildside Press LLC.
McQuarrie, E. (2006). The market research toolbox: a concise guide for beginners. Thousand Oaks, California: SAGE.
Wenzel, A. (2012). The entrepreneur’s guide to market research. Santa Barbara, California: ABC-CLIO.