Qualitative vs. Quantitative Research
What is the Difference?
Last week, we talked about how marketing research is an essential tool for businesses to identify the various or specific needs and behaviors of their ideal and target audiences. To use this tool effectively, a researcher must use quantitative and qualitative data. To acquire this data, there are specific methods that one can use, like gathering measurable data to produce statistics or obtaining detailed insights into a consumer’s perspective and attitude towards a good or service through the use of questioning.
Using Numbers to Draw Conclusions
When determining what type of quantitative research questions to ask, you want to gravitate towards close-ended and structured questions. Asking questions regarding an interviewee's demographics, preferences, or purchasing habits. These questions must be standardized, and the data must be gathered through experiments, surveys, and polls. Imagine you were trying to gather quantitative data for a restaurant. You should consider asking your audience: "How often do you eat at our restaurant per week?” or “On average, how much do you spend on dining out in a month?” These questions will help you determine some solid statistical results that will help the restaurant make informed business decisions in the future.
Determining Insights into Consumers
On the other end of the spectrum, we have qualitative research. Where quantitative data must be straightforward and conclusive, qualitative research questions can be more open-ended, flexible, and exploratory. Qualitative research aims to gather in-depth data that provides a deeper understanding of the audience rather than numerical data. For this type of research, focus groups, one-on-one interviews, and observational studies may be used to gather information. Suppose you were looking to conduct a qualitative research study for a cosmetic product brand, for example. In that case, some questions you want to ask include, “What motivates you to buy one particular product over another?” and “Can you recall a time when you felt satisfied with purchasing a beauty product? How about a time when the product was not up to your standards, and why?”
Qualitative and quantitative research is crucial for businesses to have a complete picture of their industry and market. Combining qualitative and quantitative research approaches to gain numerical data and insights into consumers has to work hand in hand to produce the most successful results. By asking the right questions, you can unlock the secrets of your target audience!
