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Market Research: Qualitative, Quantitative and Everything In Between.

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  • Market Research: Qualitative, Quantitative and Everything In Between.

    For people considering market research, a point that often trips them up is the difference between qualitative and quantitative market research. Unfortunately, there are such important distinctions between those two types of research methodologies that it's difficult to consider the pros and cons of conducting market research until those differences are made clear.

    Quantitative Market Research:-
    Quantitative research is a rigid research tool that typically asks every respondent an identical set of questions, generally allowing the respondent only to select from a group of pre-defined answers. In order to provide a set of answer-categories, the team writing the research survey must have a very good understanding of the respondent's feelings and attitudes before conducting quantitative research.

    Qualitative Market Research

    Qualitative research is generally much less structured, and is often described as being more "exploratory" or "directional" because it seeks to reveal new attitudes or perspectives that may exist toward a topic or product category. Qualitative could be described as more freeform, often with broad questions such as "what do you like about that?" or "what would your ideal product look like?" Often questions asked of respondents in qualitative research don't include specific answers; instead they simply prompt the respondent to answer the questions in their own words.

    There are also research projects in which both qualitative and quantitative market research methodologies are combined together. This approach allows the ability to unearth difficult to find feelings or attitudes, just beneath the surface, as well as the ability to understand the size of the different groups and conduct statistical comparisons.

    Thanks...
    HellinKnighting
    Qualitative Market Research

  • #2
    Re: Market Research: Qualitative, Quantitative and Everything In Between.

    It is good indeed to combine them together, starting by the qualitative research to go deep into details to then do some quantitative market research (surveys)
    Starting a business? Launching a new product or service? Test the market first!
    Market Research - Quantitative Research - Start-Up Research - Market Research Fieldwork

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    • #3
      Re: Market Research: Qualitative, Quantitative and Everything In Between.

      Originally posted by Marketest View Post
      It is good indeed to combine them together, starting by the qualitative research to go deep into details to then do some quantitative market research (surveys)
      I remember making a few market research and some feasibility studies a few years ago and combing both methods do work. Analysis can be a pain though. i mean it is not really that easy to analyze all socio demographic profile connections to certain and specific question.
      OSHAcampus.com

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