What is the difference between qualitative and quantitative research?
Simply stated, qualitative research is used to understand what is in a consumer’s mind: feelings, thoughts, intentions and motivations. Qualitative research is normally conducted with a smaller sample size than quantitative research and is therefore only partially representative of a population. This type of research cannot be projected to the population as a whole, but is used to provide general indications. Qualitative research methods include interviews and focus group discussions.
