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Qualitative and quantitative market research approaches are complementary; however they do have quite distinct purposes, which we can summarise as follows: Quantitative research is more about answering the What?, Where?, When?, Which? and, to some extent, the How? questions that brand and business owners face. Qualitative research, by contrast, seeks to explore the Whys? that typically are manifested in the various behaviours we can measure through quantitative market research approaches. There are also differences, between the approaches, in question design, data collection and the analysis and interpretation phases that take place as part of a any market research project: NB The term qualitative research is frequently shortened to qual and quantitative research is frequently shortened to quant.
Question design
In terms of question design, qualitative studies rely on indirect, projective, open-ended questions, in contrast to the direct, structured questions we see in quantitative research.
Data collection
In terms of data collection qualitative studies are conducted amongst a relatively small number of respondents, interviewed at length and in depth. Quantitative studies tend to involve interviewing a large number of people and, typically, from a pre-coded questionnaire.