Market research: Qualitative, Quantitative and Examples
For people considering market research, a point that often falls to them is the difference between qualitative and quantitative market research. Unfortunately, there are such important differences between these two types of research methods that it is difficult to consider the pros and cons of market research until those differences are made clear. That is the purpose of this article.
I know it goes without saying, but the terms are really made much easier by remembering their key words – quantitative market research measures the amount of respondents who feel or behave in a certain way. Although qualitative market research is useful to understand the quality of customer behavior or attitudes – why do they feel or act in a certain way.
Qualitative = Quality (how and why or “directional”)
Quantitative = Quantity (less depth, but contains always fixed numbers)
Qualitative Market Research
Qualitative research is generally much less structured and is often described as more “exploratory” or “directional” because it attempts to reveal new attitudes or perspectives that may exist with regard to a topic or product category. Qualitative can be described as more free form, often with broad questions such as “what do you like about that? or what would your most favorite or ideal product look like? Frequently, questions from respondents in qualitative research do not contain specific answers; instead, they simply ask the respondent to answer the questions in their own words.
Allowing customers to respond in their own words, without limitations or suggestions, tends to reveal factors that may work below the surface, although it also makes statistical analysis impossible. Qualitative research is often conducted face-to-face and typical qualitative methods include focus groups, in-depth interviews or telephone discussions (as opposed to more rigid questionnaires). Qualitative research often requires a larger amount of time spent by respondents and can take 45 minutes to a few hours. Qualitative research often requires an incentive to convince the respondent to participate.
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There are also positive research best projects in which both qualitative and quantitative methods for market research are combined. This awesome approach makes it easily possible to find real feelings or attitudes that are difficult to detect, just below the surface, as well as the ability to understand the actual size of the different accurate groups and to perform statistical comparisons. There is another article describing an example of this type of approach entitled “Market research: an example with qualitative and quantitative research”. (Post: Qualitative and Quantitative)
Colors (Examples of Qualitative Sight Descriptions)
· Earth tones
Texture or Touch
Other Qualitative Aspects
Quantitative market research
Quantitative research is a rigid research tool that usually asks each respondent an identical set of questions, which means that the respondent can usually only choose from a group of predefined answers. To provide a range of response categories, the team writing the survey must have a good understanding of the feelings and attitudes of the respondent before conducting the quantitative survey. The advantage of quantitative market research, however, is that it is possible to compare the preferences or satisfaction levels of groups of people to gain insight into the interrelated more factors that most determine important and accurate results (such as brand preference).
Quantitative research studies generally include many more respondents – often hundreds or thousands of respondents and are usually not done face to face. Examples of standard quantitative methods for market research are: telephone interviews, questionnaires via internet or e-mail. Quantitative studies are also generally shorter because they contain an overview of a topic and contain less in-depth discussions – a typical quantitative study can take a respondent 10 or 20 minutes.. (Post: Qualitative and Quantitative)
Quantitative Data Examples
• A coffee mug holds 10 ounces.
• John is six feet tall.
• A tablet weighs 1.5 pounds.
• 98% of the graduating student from high school class is going to college.
• In a first grade or division classroom, there are 12 girls and 9 boys.
• In an all school or college, there are 523 students.
• The airplane can hold 93 passengers.
• The water in the deep end of the pool is nine feet deep.
• The apartment is 550 square feet in size.
• The number of letters in the alphabet is 26 and five of them are vowels.
Qualitative Research – Database Helps with Planning Marketing Strategies
When a product or service with a huge budget has to be introduced on the market, the most important thing is to go for qualitative research. Nowadays, there are number of customers approach direct advisory services that offer such research options.
To start a business at a certain location or to launch a product, it is very important to properly investigate and analyze whether or not you are asked about the specific product or question. For this analysis, a number of things must be known, such as the demand of the customers in that specific area, the shopping trend in that area, the customer behavior towards the product that you are going to launch.
To get answers to these many questions, a small group of people are taken as an example. People from different categories such as age groups, work field and others are included in this small group and then the research is conducted by providing this small group with a questionnaire to answer. The questions asked here are based in particular on sociology, psychology and anthropology. The results of such research are descriptive and therefore provide a detailed summary of the market.
The research sessions can be conducted in person, over the phone or even through social sites. (Post: Qualitative and Quantitative)
How can qualitative research help?
There are a number of reasons why qualitative research is now being conducted by customers through advisory services. Some of the reasons that are often counted are described here.
For planning ideas
To make important decisions, it is important to have conducted intensive and standardized research. Qualitative research helps you make some important decisions such as:
Prepare marketing strategies
Guidance SWOT analysis of the product,
Branding, development and pricing of the product.
These points are very important in the marketing of a certain brand or product. But the planning of all these factors cannot be carried out successfully if the correct database is not available. Qualitative research offers a strong database, on the basis of which the planning of all these factors can be done easily and the correct results can be obtained. (Post: Qualitative and Quantitative)
Not only the planning of different marketing strategies, but also a number of other strategies are planned, such as designs based on the database obtained from qualitative research. Internet marketing strategy is the most important thing to take care of after the qualitative research is done. Some options in internet marketing strategy are mobile app design, user interface design, user experience, user journey, website user interface and many others. (Post: Qualitative and Quantitative)
Analyze and correct the product
One of the most important advantages of conducting qualitative research is that you can find out whether your product and service are popular at a certain location. Knowing the tastes and preferences of customers makes it easier to analyze for which product or rather which type of product is in high demand in this area.
Some of the most important tweaks can also be made based on the results. For example, the prices of the product, additional facilities along with the services, or if, for example, you have opened a restaurant in an area, you can slowly change a number of things, such as the menu or the taste of the food based on over the feedback and suggestions from the consumer. (Post: Qualitative and Quantitative)
Usability and market competition
There is no doubt that the usability of the product and the service are important factors that influence the sale of the product, but how do you know if the product is usable among the consumers of the place in question? This can be done by doing qualitative research. Qualitative research also helps you understand the impact of competitors on the public. Based on this record, customers can decide which changes to make with regard to the product and services to be launched.
Launching a product or starting a brand is not that simple. If you want a good answer for your products really quickly, you have to go for a good planning. Once again, right planning requires a good database, for which real qualitative research is important. (Post: Qualitative and Quantitative)
Qualitative research – What makes it different?
It is important for companies to gain a personal insight into their customers and target market to maintain a successful and profitable business. Qualitative research is an essential tool that allows companies to quickly and easily analyze unstructured information that has been collected through interviews, open survey questions or feedback forms so that they can measure the buying behavior, motivations and attitudes of a consumer. The use of qualitative research methods focuses on the ‘why’ and intends to find out more than just numerical data.
The following are all business areas that can be successfully measured using regular and online qualitative research methods:
Customer Profiling – This area identifies the interests, attitudes, and opinions of an individual about certain products or needs. By analyzing a person’s life experiences, influences, uniqueness and motivations, a company will gain a better understanding of how to create successful products and services. (Post: Qualitative and Quantitative)
Feelings & concepts – It is important to go deeper into what a consumer means when he gives a brief explanation of an answer. When asked ‘what do you think’, most consumers simply say something like ‘It was good’ or ‘It was bad’. These general statements give a company an idea of what is acceptable and what needs to be resolved, but it does not provide a solution for how to fix it or improve it to be “spectacular.”
Qualitative research encourages consumers to work out and expand their ideas, feelings and concepts. The goal is to find out the main source of their reaction and why they feel that way. Finding out that they are unhappy because they have been treated badly is more informative than finding out that they are just unhappy.
When a company digs deeper to find out what lies behind the simple numerical data that other research (such as quantitative research) collects, they get a better picture of how they can serve a consumer on a more successful basis. (Post: Qualitative and Quantitative)
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