Understanding Business Research Terms and Concepts
Rurik M. Frizzell
RES/351
September 29th 2014
Professor Southard

Using qualitative research design methods is most essential when dealing with business research. Understanding how numbers and data effect a business’ growth and production are essential in determining what is making or breaking a company’s vision. Profit is understandably the primary goal of any business; however, qualitative data is most essential when determining data on what products, programs, or ideas are attractive to a potential or current customer. Using qualitative analysis will help in making the right choices and provide quality overview for necessary adjustments. In 1982 Adobe Systems was engineered by two men by the names of John Warnock, and Charles Geschke. Using computers for illustration and artwork design was the primary goal of the founders of Adobe. The scientific ingenuity and hard work ushered in an era of design and computer generated programs. The impact was magnificent and is still going strong today, over 40 years later. One of the largest understandings of Adobe was unmet customer needs. Their belief was that even in an age of collecting data, no light can be shed on the gap of unmet customer needs. By determining what customers needed by using surveys, collecting email comments and letters, and by communicating with people and businesses, Adobe believed that it could continuously make adjustments to their programming to satisfy the needs of customers and potential customers. Keeping the questions simple, the ideas of Adobe and its future were generated through a series of questions that customers could answer. Without going too much into detail, customers could have simple questions answered, and thus be more satisfied, which in return generated more business. Some of the sample questions derived from (adobepress.com) are as follows:
“Why do customers come to the business? Why do they leave? Do customers understand what the business has to offer? Do customers want what the business has to offer? Is there anything customers want from the business that it is not providing? When analytics data shows areas of concern—for example, high drop-off rates, repeat page views, and so on—what are the reasons for the customers’ actions? Which product or service is most important to customers? If the business could focus on only one product or service, what should it be? Is the full breadth and depth of the product/services/content offering apparent? Are there too many or too few products/services/content to choose from? Do customers easily find products/services/content using site navigation and/or search? Are products/services/content easy to differentiate from one another, or are they too similar, leading to customer confusion over which to choose? Are the cross-sells, up-sells, and promotions clear? Do they interfere with the primary purchase? Is there enough information to make a purchase decision? Is it clear how to find related or popular content? Does it interfere with the primary content experience? Are there barriers to easily checking out? Are prices, taxes, shipping, returns, and security protections apparent? Are any of them barriers to checking out? Are there barriers to easily viewing additional content? Which competitors do customers go to, and how do the preceding questions apply to these competitors? Do competitors offer a product or service that would complement the business’s offerings, such as accessories for a product the business sells?” (http://www.adobepress.com/articles/article.asp?p=2194893) The above questions were a qualitative aspect design in an attempt to conduct research and analyze that research to better serve the customer. Providing customers with a questionnaire template, allowed for millions of reviews and feedback. Taking this research and feedback allowed Adobe to make adjustments where needed and ultimately provide the customer and or business with a better product. Updating and revamping programming through technological advancements has been key to the Adobe enterprise when satisfying its customers. The desire and key aspect of successful qualitative research is being able to see ones business and products through the eyes of the customer. When one puts his/herself in this predicament, one will see the significance of such important research and designs methods as in qualitative research analysis.

References

Adobe Press, ( 2014). Retrieved From http://www.adobepress.com/articles/article.asp?p=2194893 Adobe, (1992). Retrieved From http://www.adobe.com/aboutadobe/pressroom Small Business, (2014). Retrieved From http://smallbusiness.chron.com/examples-qualitative