Qualitative- and quantitative market research

Qualitative market research is carried out amongst a relatively small amount of respondents. It tries to provide insight into people's opinions on certain topics and tells you how many people have a certain opinion. In qualitative research in-depth questions are asked to find out about ideas, backgrounds, motives and objections. Qualitative research is especially suitable for answering questions relating to "why".

 

The following methods are typical of qualitative market research:

-Focus groups 

-In-depth interviews

-Eye-tracking

-Customer safari

-Market research locations

-Recruitment of respondents for qualitative market research

 

 

Quantitative market research is aimed at gathering information about percentages and proportions within the entire target group. As opposed to qualitative research, quantitative research is carried out amongst a relatively large amount of respondents. It uses questionnaires which are identical for all respondents in order to draw reliable conclusions based on the results.

The following methods are typical of quantitative market research:
-Self completion questionnaires
-Face to face interviewing
-Telephone interviewing 
-Interactive voice responce
-Online research

-Observational & registration studies