Market research conference held at university

The growing importance of qualitative research in 21st century marketing was the focus of an Academy of Marketing conference at Glyndŵr University.

The qualitative enquiry interest group of the Academy, a spin-off from the Chartered Institute of Marketing, met in the university’s Gallery 103 on Friday 16 January to discuss just how valuable research methods like focus groups have become over traditional quantitative research.

Speakers at ‘The Great Qualitative Inquiry’ event included Jim Blythe, chair of the interest group, David Carson, Professor of Marketing at the University of Ulster, and Mike Saren, Professor of Marketing at Leicester University Management Centre.

Mr Blythe said: “Current commercial market research has now moved towards the qualitative end of the spectrum – rather than the quantitative – for the simple reason that it works better.

“In the last four general elections, opinion polls failed to correctly or accurately predict the outcome, but focus groups did. This shows that qualitative research is the way forward.

“The qualitative enquiry group is one of the most unique in the Academy of Marketing in that specialists from any areas of marketing can join and benefit from our meetings.

“In turn, the Academy of Marketing is currently the most prestigious group in the UK for university academics to be involved in.

“Universities are not just about teaching. They are all about research and creating and disseminating knowledge. The group is a great way to bring ideas together and think about best practice in qualitative research in marketing.”

Professor Graeme Wilkinson, Pro Vice-Chancellor of Glyndŵr University, said: “It was a privilege to welcome the Academy of Marketing to Glyndŵr University for the first time. As a university, we are very interested in qualitative research methods – particularly in marketing and the schools of health and education. Marketing is hugely important, especially in times of recession, so it was a pleasure to host such an important meeting which will help take qualitative marketing research forward.”