Whether modern or traditional, marketing campaigns are always associated with research, important statistics on customer behavior and preferences. Therefore, research in Marketing, also known as Market Research, is divided into two main branches: Qualitative Research and Quantitative Research.

Viewing: What is Qualitative research

These two research groups are also one of the concepts that are easily confused and difficult to distinguish for “newbies” in the industry. So what is the effective way to distinguish Qualitative Research and Quantitative Research?

These two concepts can be roughly understood as follows: Surveys often found in groups of students/students/organizations/individuals on any given issue are called Quantitative Research. As for the interviews, asking in-depth questions from a certain business/brand, it is called Qualitative Research.

Of course, in order to understand and distinguish clearly between these two concepts we need to consider more than one aspect. And here are the 4 main factors that need to be grasped in order to have a clear view of Qualitative and Quantitative Research.

1. Number of samples required

Qualitative research is often deployed to find and read customer insights, so it does not need a large sample size, only from a few to a few dozen selected subjects for a survey. In contrast, Quantitative Research needs to produce more accurate reports and statistics, so Quantitative research can only be performed when the number of samples covers from a few tens to several hundred or even a few million. People.

2. Research format

Quantitative research is often popular in the form of a survey questionnaire with specific answers, survey participants only need to tick the appropriate answer. Are you familiar with the sample quality surveys from a certain group of students, or the “What brand ads are you watching” questions on YouTube? That is Quantitative Research.

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Qualitative research is more complicated than that, qualitative research participants often have to answer questions in the form of open-ended questions with organized content and outline and script from scratch.

3. Researcher

Differences in form necessitate a separate investigator for each type of study. If Qualitative Research needs leaders who understand human psychology to be able to dig deep and analyze customer insights, Quantitative Research only needs one person to understand the question and read it clearly for respondents to answer.

4. Purpose

Finally, the main factor that distinguishes these two types of research is the purpose it is aimed at. As mentioned above, qualitative research is deployed to deepen psychology and explore consumer behavior, so the questionnaire of qualitative research often contains questions such as: “Why do customers choose to buy this product? so?” “On what basis do they have such a choice?”…

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Quantitative research requires results with clear data and charts to serve as a basis to help businesses redefine the number of people choosing each trend, thereby offering an appropriate business method.

Above are the main factors to distinguish Qualitative Research and Quantitative Research. In general, to get good business results, a business should have a skillful combination of these two types of research because it can effectively complement each other. However, this depends a lot on the size and budget of the business. Good luck!