What is the difference between quantitative and qualitative research?
Quantitative research is concerned with measurement of a market and includes the calculation of market size, the size of market segments, brand shares, purchase frequencies, awareness measures of brands, distribution levels etc. Such quantitative data is required to some level of accuracy (though not in all cases to very high levels) and the methods used must be capable of achieving this. Qualitative information is rather harder to define but the emphasis is on ‘understanding’ rather than simple measurement – Advert A is recalled better than Advert B (quantitative information), but how does A work as an advert and why is it more effective than B? Much qualitative research is 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 rather than another meet customer needs and what are these needs that are being met? Qualitative research is c
Qualitative and quantitative research are the two main schools of research, and although they are often used in tandem, the benefits and disadvantages of each are hotly debated. Particularly in the social sciences, the merits of both qualitative and quantitative research are fought over, with intense views held on both sides of the argument. It is generally agreed upon, however, that there are some phases of research where one or the other is clearly more useful than the other, and so few people completely dismiss either. Quantitative research is probably the least contentious of the two schools, as it is more closely aligned with what is viewed as the classical scientific paradigm. Quantitative research involves gathering data that is absolute, such as numerical data, so that it can be examined in as unbiased a manner as possible. There are many principles that go along with quantitative research, which help promote its supposed neutrality. Quantitative research generally comes later
