Market Research Tools This document will help demonstrate the differences between different market research tools. Three data collection methods for market research are quantitative, qualitative, and pluralistic (Burns & Bush, 2006). Qualitative research allows you to investigate questions in small groups, but gets more feedback (McDaniel & Gates, 2007). The moderator or interviewer generally has special skills to deliver the content using exploratory research. In contrast, larger groups use quantitative research methods. Feedback is more limited due to the larger data size. Feedback is more statistical than subjective and interpretive qualitative data (McDaniel & Gates, 2007). Quantitative research generally relies on computers and databases to distribute data for subsequent analysis. Qualitative research methods for primary research generally take longer to collect because the methods are not as intensive and less structured (Aaker, Kumar, & Day, 2007). Because the contributing groups are smaller, each can provide data in more detail than larger groups. Email surveys can provide effective answers because everything is captured through Internet media. Costs are reduced because regular mail is not sent. The recipient can also respond at their convenience. The online panel and online focus groups also contribute to primary research without geographic restrictions. Participants can be selected from around the world for survey responses (Aaker, Kumar, & Day, 2007). Qualitative research can use exploratory, orientation, or clinical methods (Aaker, Kumar, & Day, 2007). An example would be using your sales force personnel to estimate the sales you expect to close in a given… middle of the paper… after collecting the data at the end of the survey and tabulating the results. The term Pluralistic research is defined as a combination of both quantitative and qualitative research methods (Burns & Bush, 2006). The goal is to extrapolate the best results from the two environments. This format is gaining popularity with online shopping analytics (Burns & Bush, 2006). Works Cited Aaker, D. A., Kumar, V., & Day, G. S. (2007). Market Research (9th ed.). Hoboken, NJ: John Wiley & Sons. Burns, A. C., & Bush, R. F. (2006). Market Research: Online Research Applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.McDaniel, C., & Gates, R. (2007). Essentials of Market Research (6th ed.). Hoboken, NJ: John Wiley & Sons. Palmerino, M. (2006, November). Individual meetings put quality into quality. Retrieved from http://www.csr-bos.com/value/research/QS_1106.pdf