If you want to map assumptions about a larger audience, then you need quantitative research. Typically, a robust and complete market research effort involves qualitative and quantitative methods, since they both offer valuable perspectives, and can be combined to generate valuable insights. There is no one-size-fits-all answer or template, and the determination should never be based on what a market researcher or consultant is familiar with or simply knows how to implement.
The determination must only be based on what the business requires, and what the integrity of the market research project demands. To learn more contact the Communications For Research team today.
We will help you better understand the differences and distinctions between qualitative and quantitative research, and ultimately help you make a determination that is optional for your business objectives and research needs. It is important to communicate the value of market research to your clients , so download our FREE eBook to learn more about how to do this: Quantitative vs Qualitative Market Research: Which Method Is Best for You?
About Qualitative Research The purpose of qualitative research is to go deeper into understanding insights into customer motivation and emotion.
If you are testing a hypothesis, then you need quantitative research 2, Do we need an in-depth understanding of why customers have certain opinions, or do we want to measure their opinions? If you want to measure opinions, then you need quantitative research 3. We include qualitative market research methods as a "market survey" method because they offer a way to measure the market, again, in terms of depth and range of buyer perceptions and needs rather than quantity.
Often market researchers and clients succumb to the temptation to inappropriately impute quantitative implications and projections based on this type of market survey.
The level of professional quality and validity of results in Type 1 market surveys is driven by the design, interviewing experience of the moderator or principal interviewer, and the interpretation of results by the market research consultant or marketing analyst.
Quantitative market research methods attempt to gauge quantity. Using a range of sampling strategies, quantitative market research methods seek to project results of a quantitative market survey to the entire marketplace.
Popular quantitative market survey methods include online surveys, personal quantitative interviews, mail surveys, and telephone surveys. Combinations of these marketing research survey tools are referred to as "hybrid" research methods At Power Decisions Group, we recommend the data collection technique -- phone, face to face interviews, web interviews, traditional mail surveys-- according to the marketing research objective, time requirements, and quality control issues at play.
If moderator is merely to pepper people with structured questions, do a quant survey instead. Group interaction can stimulate unplanned reactions. Individuals have little time to speak individually; participants may hide or be passive.
Depth Interviews with or without projective techniques Long, in-depth interviews using open-ended questioning. Usually one-on-one, however dyads and triads may be used. A non-directive approach often useful to explore how respondent thinks about category. Photo-ethnography Observational method; "watching" rather than "asking" Participants interact with product or solutions to need Participant take video of relevant situations under study, e.
Participants get highly involved in study. Unforeseen relationships may be discovered Somewhat forced environment as people may modify behavior. Best for mostly close-end questioning, when dimensions and ranges of issues are known.
Success depends highly on filtering sample to those consumer or business users who find topic or category relevant. Optimum use is for top-of-mind awareness, branding and brand comparisons, and perception studies. Response rate is critical, especially with growing privacy issues and phone screening among consumers and business executives alike.
Skilled interviewer can extract more information than a self-administered method mail, online. Quantitative research is concerned with measurement of a market or population. Within market research, this may include, but is not limited to:. A quantitative research technique will be used where a stable and representative measurement of the market is required. Stability is important in any instance where research is to be repeated and in cases where there is an interest in detecting changes over time.
Due to the nature of survey sampling , researchers need to be mindful of margins-of-error and their implications for reporting. Increasing a sample size is often a good way to narrow the level of error. Representativeness becomes very important where market research is to be used to support business decision-making. Quantitative research conducted on a random-sampling basis is well suited to this task. Sufficiently large, quantitative samples are able to cover a wide and therefore representative cross-section of the market.
For example, quantitative research may tell you that Advert A is recalled more often than Advert B, but how does A work as an advert and why is it more effective than B? This is when qualitative research is needed. Qualitative research is often concerned with empathizing with the customer and establishing the meanings he or she attaches to products, brands and other marketing objects.
Another focus is motivation: For example, why does one product meet customer needs over another — and what are these needs that are being met? Qualitative research is conducted amongst smaller samples compared to quantitative research.
In the case of attitudes to brands, for example, qualitative research may determine a specific view held about the brand, whereas quantitative research would tell us what proportion holds that view.
Each technique has its own specific advantages, depending on the nature of the target audience and the type of information that needs to be collected. For instance, while techniques such as interviews rely more on direct questioning of research subjects, ethnographic studies are predicated on observation. Quantitative and qualitative research work in tandem. The qualitative element frequently takes place at the front end of the study, exploring values that need measuring in the subsequent quantitative phase.
In this way, qualitative research can help to improve the usefulness and efficacy of quantitative research studies.
The process of conducting primary market research and collecting market research data and information can be broken down into two methods; quantitative and qualitative research. Each method.
FAQ compares qualitative market research methods versus quantitative research methods. | Main Qualitative Marketing Research versus Quantitiative Methods and Tools: Question: quantitative market research methods seek to project results of a quantitative market survey to the entire marketplace. Popular quantitative market .
Learn about the differences between qualitative and quantitative research methods and when to take a deductive or an inductive approach to market research. GroupQuality's online market research toolbox, is the ideal one stop solution for evaluating qualitative versus quantitative market research.
Learn all about quantitative and qualitative market research, the differences between the two, and which method is best fits your needs! One way to classify market research is by quantitative vs. qualitative techniques. Think of quantitative data as structured (often numerical) data and think of qualitative data as unstructured information (focus group comments, observations, etc.) that is summarized subjectively, as opposed to mathematically.