![]() ![]() To leverage it as actionable and reliable business intelligence, it must be organized, analyzed, and communicated to decision-makers (e.g., executives, board members, marketing directors, R&D leaders, business owners, etc.). The pool of research respondents must be sufficiently large, with attention paid to ensure the necessary audience representation.įor example, exclusively using mobile surveys to capture quantitative data is likely to disproportionately filter out people not on mobile panels, while conducting surveys by calling landline phones is likely to disproportionately filter out the nearly two-thirds of households that entirely or mostly use cell phones.īut capturing data is just one piece of the quantitative research puzzle. Quantitative data collection methods typically rely on close-ended questions to generate insights. Often, primary research quantitative data is captured through surveys and questionnaires. ![]() The purpose of quantitative research is to glean reliable, standardized facts and statistics to guide key business questions, such as “Is there a strong market for our product?” or “How many of our target customers care about this benefit?” The only way to avoid heading down the wrong road –– and undermining the market research effort and investment –– is to objectively determine whether a quantitative approach, qualitative approach, or integrated approach (and if so, in what proportion and for what purpose) is required.īelow are some high-level guidelines to direct this critically important decision. Even if their practice integrates both quantitative and qualitative methods into their approach, there still may be a bias toward certain strategies and tactics - which ultimately renders the outcomes anywhere from less-than-optimal, to outright misleading. As such, they stick with the one that they are familiar with, regardless of whether it is the best option. What makes deciding between the two even trickier is that many of the people conducting market research –– either for their employers or as consultants –– do not have in-depth expertise in both methodologies. ![]() Conversely, qualitative market research involves determining customer motivation through close observation –– typically in a small group or face-to-face encounter. In brief, quantitative market research refers to the process of collecting large amounts of data through surveys, questionnaires, and polling methods. While there are many important decisions to make when planning a market research effort, one of the most crucial is whether to conduct qualitative or quantitative market research.
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