Qualitative and Quantitative Analysis of the Market – A Factor for Competitive Advantage of Enterprises

The goal of the market analyses is to define accurately the needs, motives and the behavior of the customers so that it can determine the product requests and services if there are any, as well as their quantity. The qualitative methods for data collecting give out an inaccurate vision for the structure and the significance of the information referring to the motives and habits of the purchase.Quantitative methods research the appearances from the quantitative point of view. The quantitative marketing develops new methods for data analysing which should reveal, on the one hand the relations among the latent variables and on other hand the relations among the latent variables and directly measured variables. These relations are formalised by the help of the so called models of causality, presented trough a system of structural equations.