Page 67 - BA1 Integrated Workbook STUDENT 2018
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Competitor analysis
Research
6.1 Qualitative research
WHY?
Qualitative research involves the collection of non-numerical data. It
investigates the why decisions are made. It is used to gain insight into
people's attitudes and behaviours.
In terms of competitor analysis, qualitative research would attempt to
discover why customers prefer one product or brand over another. It is
largely subjective and can be difficult to undertake, but can provide
valuable information for decision making. This would largely be carried
out using interviews and questionnaires.
6.2 Carrying out qualitative research
There are a number of ways in which this type of research is
undertaken.
Observation. Customers or competitors can be observed in how
they buy/sell or use the product.
In-depth interviews. Directly interviewing customers can give a
more detailed insight into their views and specific questions about
products can be posed.
Focus groups. These involve selecting a group of individuals who
are representative of a target market and questioning them on
their preferences.
Analysis. This involves the interpreting of the data gathered from
the research into meaningful information which the company can
use in developing products and setting strategy.
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