Difference between Qualitative and Quantitative Market Research

Difference between Qualitative and Quantitative Market Research

Most people understand the difference between qualitative and quantitative measures. Quantitative refers to an item that has a numeric value (1-10, 87%, 1:5, etc.). Qualitative is typically a more ambiguous concept (good, bad, needs improvement, etc.). With regards to market research, these terms also refer to what type of data is being collected. Quantitative research often focuses more on the data of the actual decisions i.e. how many bought, where did they buy, when did they buy, what items did they prefer, etc. Qualitative research aims to dig deeper behind the actual decision making. Why was a certain decision made? Of course, this is a bit of an oversimplification and this article will aim to dig a bit deeper into the differences between these terms and how they relate to market research.

Beginning with quantitative market research, this is an interesting concept that attempts to assign numeric values to human decision making, a process that does not always directly involve numbers, at least not knowingly. Common tactics for this type of research are the use of surveys or scales. Researchers will assign numbers to a thought process. For example, they will ask test subjects a series of questions with answers varying between the number 1 and 7 in this scenario 1 is equivalent to very dissatisfied and 7 is equal to very satisfied, numbers in between represent intermediary feelings. The great advantage of this type of research lies with the analysis of the data. With the data available in numerical format, statistical analysis becomes possible. This helps greatly in identifying trends and making future predictions or strategic adjustments based upon those trends. That is not to say that the data is flawless. Errors in sampling, research design, test case bias (i.e. many subjects tend to pick central values which provide minimal value in decision making), interviewer bias, etc. can intercede and skew the data. Nonetheless, quantitative research is very popular for the ability to quantify results and create an analysis based upon those numbers.

Qualitative market research attempts to dig deeper into reasons behind why certain decisions are made. It tends to work with smaller groups (i.e. focus groups) and get into the psychological aspects of product or service buying. This type of research is more exploratory in nature. In its purest form, it is not testing any preconceived notion or belief, rather it examines test subjects own feelings and delves deeper wherever that research may take it. While quantitative data is often used to find answers, it is not uncommon for qualitative research to lead to more (not unimportant) questions. Qualitative research often requires a very skilled moderator. The moderator is responsible for making sure that the research stays within the boundaries of the study and/or does not delve into areas that are not irrelevant to the questions being asked.

Looking at these two different forms of market research, it becomes obvious that one is not "better" than the other. Each has its place and should be used when the desired data or answers are best determined by that form of research.

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