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While working on the hypothesis “people think diet coke is healthy, however the ingredients in it are harmful”, it was difficult to acquire information about the topic. However, with use of proper methodology it would be possible to gather relevant details and data. One of the primary ways in which social methodology is defined is in terms of its difference from the so-called ‘pure sciences’ such as physics, chemistry, biology etc. Its use of theory and methodology is, therefore, closely related to this distinction. Academics of marketing often emphasize what too many of us are utterly obvious, that there is no certainty in the study of marketing sciences. This is because marketing not only deals with fiscal variables but also it deals with humanity, which is inherently transient. Taking this element of transience into consideration social scientists has to use not just quantitative but also qualitative methods of study.
A Qualitative method of study differs from the usual quantitative methods (used in the study of pure sciences) in the sense that it tends to be far more subjective. This is in sharp contrast to the methods used in pure sciences which are exclusively objective. The research methods for marketing are a combination of both quantitative and qualitative methods. Being open to qualitative methods of study also allows social scientists to incorporate non-quantitative data (i.e. non-numerical data, such as words, images, gestures, impressions etc.) in their study. Since human beings tend to operate in terms of such data and not in terms of the terminology used in ordinary sciences this broader outlook is far more applicable in the study of social sciences. In keeping with the methodology employed in marketing researches the theories too are formulated and used keeping in mind that they are not necessarily applicable to all conditions. Be it psychology, history, political science or economics human events are most likely to influence the rules which define the basic theories of a marketing subject. Success in the field of social or marketing researches can therefore be achieved if and only if it is understood that the subject has no space or opportunity for watertight methodologies or theories.
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There are times when one need to be persuasive to get someone change mind. Such an incident took place while there was a situation of convincing a customer at Clarks store to not refund a pair of very expensive shoes. The method that followed was based on the principals of conflict resolution as it was important to show the reason of the seller as the customer’s own reason and benefit. Every one will have its own opinion and it generates the conflict but mostly this is taken in constructive manners in the context of sales. Conflicts are either constructive or destructive. The main responsibility is on the sales personnel is to resolve these conflicts in such manners that it should not affect the real aim of that organization. Making effective decisions at the right time is the most important in any kind of project. The main achievement for any sales representative is to resolve its conflicts and achieve its goals.
Thus, the real move was to take the customer into confidence by showing genuine concern for the cause. Once it was achieved, the next stage followed. Here the customer was shown measures of logical framework that indicated that returning the pair of shoes would lead into a loss of certain percentage over the price of the shoes. Now, as the pair was very expensive, the minimal amount subtracted would be quite a sum. Thus, by returning the pair the customer would ultimately be in the loosing side. However, if the customer was really ardent to part with the given pair, it was suggested that the customer would do so by exchanging the pair with a pair that is exactly similar in price. Under such conditions it was not possible to find a pair with the exact price tag. Thus, the customer chose a pair from a slightly higher range. In that case, the customer paid the extra amount. As a result, it is evident that proper use of method not only solves problem but also makes the solution profitable for the organization.
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