Qualitative and Quantitative Research

There are several differences between qualitative and quantitative research.

One of the strengths of qualitative research methods sit heat they are exploratory and flexible. Whereas quantitative research uses closed-ended questions providing the researcher/client with information about the characteristics of the population from a predetermined set of questions.

Qualitative

Qualitative pertains to ‘quality’. Qualitative research is ore subjective probing the attitudes and behaviours that shape the buying habits of your customers for instance and defining your market.

The results of qualitative research go beyond the numbers to provide you with the characteristics ore attributes of your market. Qualitative research can be used for many important components of an effective marketing plan including:

Buying Influences
Market Segmentation
Customer Analysis
Positioning Evaluation
Industry Specific Analysis
Product Comparisons
Advertising Auditing
Product Requirement Assessment
Market Analysis
Trends Identification

Qualitative research provides insights into the market, customers and future trends not obtainable through other means.
The value of qualitative research is in providing a deeper understanding of the market situation and/or issues that by typical quantitative surveys allow.
The most typical form of qualitative research is focus group and in depth interviews.

Quantitative Research

Quantitative research is conducted with larger statistically representative samples to gather data on particular topics in order to make statistical generalisations.
Typically the objective of quantitative research is to find out the percentage of respondents who hold certain attitudes or demonstrate particular behaviours. This commonly involves collecting information bout various services and products.

There are four basic types of quantitative research:

Telephone
Mail
On line
Face to face

Quantitative research is primarily used to obtain descriptive and conclusive data.
This form of research is confined to a list of research objectives which set out the information that is required and is based on larger numbers of respondents – i.e. The data is collected from them individually.

Call now for more information:
Judy Cormick - Managing Director Ph 03 377 9973