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	Podcast:		Knowledge at Wharton
	Episode:		Getting Close to the Customer: Quantitative vs. Qualitative Approaches
	Category:		Business
	Duration:		00:10:34
	Publish Date:		2004-05-05 13:10:03
	Description:		After adapting information technology to develop ever more sophisticated research methods marketers are taking a second look at more human qualitative approaches to tapping into the hearts and minds of consumers. As one Wharton marketing professor says: “We can put each customer’s order on a microchip but as far as having a sense of what’s inside making him tick ” the answers remain elusive. He and others suggest that companies use both quantitative methods – such as data mining – and qualitative methods ranging from “concept banks” to “brand communities” to customer advisory boards always keeping in mind the cost-effectiveness of these varied approaches. Hosted on Acast. See acast.com/privacy for more information.
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