Qualitative vs. Quantitative Research

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Quantitative market research provides hard data that can be extrapolated to a larger population, using proven statistical techniques.Qualitative market research, on the other hand, seeks to provide narrative, the story behind the story that illuminates the perceptions of a population.

Both techniques are complementary:qualitative research helps when first seeking to understand what might be going on with a target audience, while quantitative research helps to assess the frequency of identified attitudes or behaviors.

Sources:

• Qualitative versus Quantitative Research: Key Points in a Classic Debate
• Becoming Qualitative Researchers: An Introduction
• Quantitative Research vs. Qualitative Research