What’s the difference between Quantitative and Qualitative market research?
Quantitative is concerned predominantly with what people do and how many people do it. Projects are usually conducted among large groups of people using structured questionnaires with predetermined responses Qualitative looks into why people do certain things. These projects generally involve fewer respondents than quantitative studies and take the form of group discussions and depth interviews examining peoples’ attitudes and views. Either way, there are no wrong answers in market research – it’s what you think that matters.
