Question

For the following scenarios, indicate whether qualitative or quantitative research is more appropriate. Also recommend a specific technique and justify your answer along with examples.

A manufacturer of essential oils wants to know how often and for what purposes consumers use essential oils.

Answer 1

For the scenario of a manufacturer wanting to know how often and for what purposes consumers use essential oils, qualitative research is more appropriate. In-depth interviews can be used to gather subjective and detailed information about consumer behaviors and motivations.

Step-by-step explanation:

For the given scenario, qualitative research is more appropriate because it aims to understand consumers' behaviors, motivations, and experiences regarding the use of essential oils. Qualitative research techniques, such as in-depth interviews and focus groups, allow researchers to gather rich, descriptive data that can provide insights into consumer attitudes and preferences.

One specific qualitative technique that can be used is in-depth interviews. Researchers can conduct one-on-one interviews with consumers and ask open-ended questions to explore their frequency of using essential oils and the purposes behind their usage. These interviews would provide detailed and subjective information that can help the manufacturer gain a deeper understanding of consumer behaviors.

For example, through qualitative research, the manufacturer may discover that consumers primarily use essential oils for relaxation and stress relief, and that they tend to use them daily as part of their evening routine. This information can then be used to inform the marketing and product development strategies of the manufacturer.