Methodology
#1 The quantitative approach
In order to obtain results that shed light on the hypotheses formulated, it seems relevant to favor a quantitative study. Indeed, this will make it possible to target the answers according to the hypotheses, to better verify or refute them, if necessary.
The choice of this data collection method makes it possible to quantify the variables relating to each hypothesis, but also to see if some are correlated. Thus, it will be possible to better understand the underlying issues, to provide better results and to analyze them to formulate managerial recommendations.
Quantitative research is also a relevant methodology for bringing out themes not considered when choosing hypotheses and creating the survey. Indeed, cross-referencing nominal and continuous variables, and transforming continuous variables into nominal ones will make it possible to bring out answers not requested during the survey, to translate them and to analyze them to enrich the literature studied previously.
#2 The qualitative approach
To support the results of the quantitative survey, we relied on a qualitative study of short interviews. The interest of this study lies in learning the behavior of groups of individuals. As part of this study, it is a question of understanding how prospects work, what are the elements that prevent them from becoming customers and, identifying the redundant themes recurring in the verbatim, in order to guide the strategy. This study is based on the answers of two hundred and ninety-seven prospects questioned by telephone, to know the obstacles to becoming a customer.
Indeed, taking into account the prospect's needs is a crucial element in transforming them into customers and retaining them.
