Qualitative vs. Quantitative Research
Posted by Jeffrey Henning on Mon, Oct 20, 2008
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.
| |
Qualitative |
Quantitative |
| Purposes |
Contextualization |
Generalizability |
| Interpretation |
Prediction |
| Research Questions |
Vague |
Precise |
| Project Life Cycle |
Earlier in Cycle |
Later in Cycle |
| Approach |
Inductive |
Deductive |
| Interpretive |
Measurable |
| Avoids numerical analysis |
Emphasizes numerical analysis |
| Uses interviews |
Uses fixed survey instrument |
| Fusional |
Analytical |
| Participants |
Few |
Many |
| Researcher Role |
Personally involved and partial |
Detached and impartial |
| Subjective understanding |
Objective portrayal |
| Traditional Methodology |
Focus groups |
Telephone surveys |
| Web Methodology |
Online research communities |
Web surveys |
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