Abstract
For a long period of time, quantitative research style has dominated market research. However, in recent years, thanks to the diversity of topics on the market, as well as the development of new technologies, the advent of the Internet, research has increasingly applied the use of qualitative methods with various data collection instruments. The paper points out the importance of market research, especially research on consumer behavior and satisfaction in modern society - a society of constant, accelerated and major changes. This research has an indisputable value for the functioning, organization of the company, development of strategies for good positioning and maintaining the competitiveness of the company, in general for its survival and success in the market. The main goal of this paper is to demonstrate the importance of qualitative methods and point out the need for methodological pluralism in market research. The paper emphasizes two qualitative methods - the method of observation and qualitative content analysis. The most important properties of these methods, the way of their application, justification and scope of their use in the research of consumer behavior and satisfaction are presented.
Highlights
The modern market determines the complexity, dynamism, turbulence, new challenges ("chances and dangers"), and the growing uncertainty and uncertainty
The main goal of this paper is to demonstrate the importance of qualitative methods and point out the need for methodological pluralism in market research
These are the ones who spend who buy products and services for personal use, household use or as a gift. In this sense, has several levels: "the most general is to get to know their way of life, ie lifestyles, the second is to study habits, interests and needs, the third is to study behavior and the fourth is to monitor their satisfaction with products and services“[1]
Summary
The modern market determines the complexity, dynamism, turbulence, new challenges ("chances and dangers"), and the growing uncertainty and uncertainty. Pointing out the importance of the characteristics of serious consumers, the emphasis in this paper is on the research of final consumers. These are the ones who spend who buy products and services for personal use, household use or as a gift. Consumer research, in this sense, has several levels: "the most general is to get to know their way of life, ie lifestyles, the second is to study habits, interests and needs, the third is to study behavior and the fourth is to monitor their satisfaction with products and services“[1]. By emphasizing the research of behavior and consumer satisfaction, the basic working committee will enable the application of quality methods (methods of observation and quality analysis of content) in this part of the research
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call