Marketing Analytics And Qualitative Research Management Essay

MARKETING ANALYTICS AND QUALITATIVE RESEARCH
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Marketing Analytics and Qualitative Research
Marketing managers might combine the use of marketing analytics with qualitative research into customer behavior for various reasons. The first reason is to gather the intelligence needed to improve performance. For instance, the manager can search customers' information about their products, needs wants, and spending behavior using these tools. Doing so creates knowledge and insight for promoting customer engagement, measuring customer value, and driving marketing performance (Branda, Lala, & Gopalakrishna, 2018).
The second reason is to identify target customers. Marketing analysis combined with qualitative research helps the manager understand consumer behavior and identify potential buyers. They can use ...