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Quantitative Research vs Qualitative Research- What your approach


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 involves a different process, and reveals different information. However, it has been noted by business professionals and academic experts that in order to gain a full understanding of a business environment, the market place and the consumers within it, it is wise to conduct both quantitative and qualitative market research.



Quantitative Market Research

Quantitative market research is the collection of numerical data often resulting in statistical analysis to understand trends in the data. The main characteristic of quantitative market research is that it allows for comparisons and trends in the data to be easily found and understood. It should also be noted that as a result of the standardised questions, quantitative market research is a more structured market research process and can therefore involve a larger number of respondents to participate in the research.
There are several different types of data collection in quantitative market research;
  • Mail
  • Face-to-face Inverviews
  • Telephone (CATI)
  • Email (Questionares)
  • Online / web based surveys

It is important to carry out quantitative research before starting a new business, launching a new product, or service as it gives factual figures and data that highlights target market interest and can help secure investors, as the risk of their investment is reduced as future demand is shown. It also enables managers to compile sales forecasts and revenue. These can be done through the use of target market response rates and any pricing information or preferences that are revealed by respondents during the research. To know more about market research visit:

Qualitative Market Research

Qualitative market research is a method to collect non numerical data based on observation. This method is not only about “what” people think but also “why” they think so.
So, our question is research about the area where your house is located. For example, consider an area where your house is located looking to improve its patronage. A systematic observation concludes that the number of people visiting that area. One good method to determine why people are more visited that area and why not visiting that area is to conduct an in-depth interview of people.
On successfully interviewing people, visiting the area and nearby stores and malls, and selecting them through random sampling, it was known that this area id good for residential purpose because all the daily use items and convenience will be easily available, which was understood only by personally interacting with them and understanding why they visit that area, because that area are more convenient as per the needs.
Therefore, the qualitative research methods allow for in-depth and further probing and questioning of respondents based on their responses, where the interviewer/researcher also tries to understand their motivation and feelings. Understanding how your audience takes decision can help derive conclusion in market research.



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