Quantitative and Qualitative Research. How It Works.

Key information:

• The purpose of marketing research is to provide information to analyze the problem under study.
• There are two types of research: quantitative research and qualitative research.
• Qualitative research allows you to study a selected issue by focusing on a thorough analysis of the phenomenon under study-it answers the questions: why?and how?
• Quantitative research focuses on collecting numerical data to find relationships between variables.
• It is worthwhile to prepare thoroughly before conducting a particular study.

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Marketing research is designed to provide information that allows us to better analyze the problem under study, complements our previous experience, and helps reduce risk in any decision-making. We can divide this research into qualitative i quantitative. They differ significantly in many aspects, from the method of posing research questions to the way in which the results are interpreted and conclusions drawn.

Marketing research is a valuable tool used by entrepreneurs, among others. Managing a company requires constant decision-making, which should be supported by adequate information resources. Companies conduct such research to better understand the market, customer preferences and behavior, as well as to identify trends.

The difference is in the needs

The most noticeable difference between the two types of research is the different scope of research problems and questions. Researchers choose the type of study depending on what kind of information they need. In the simplest terms, unlike quantitative research, qualitative research briefly allows you to examine a selected issue, focuses on a "deeper" analysis of the phenomenon under study, drawing attention to its diversity. They answer the questions: "why", "how" e.g. "why do you choose X brand products?". Quantitative research, on the other hand, involves collecting numerical data on specific topics, and showing the connection between variables. In addition, we can call them more systematic because of the numerical description of reality. They answer the questions: "how much", "when", e.g. "how many times a month do you choose Z's products?".

A few steps ahead

The appropriate choice of the type of survey will affect the matching of the information collected. To do it the right way, it is necessary at the beginning to define the purpose and subject of the study. It may be helpful to write down the decisions made so as to narrow down and clarify the project. The next step should be the formulation of hypotheses and research questions that will allow us to formulate conjectures and, in the process, test what we may be investigating.

Who to ask questions to?

In addition to the differences mentioned earlier, different sampling also plays a big role, which is one of the most important steps. In quantitative research, participants are selected to best represent the population under study. Only the responses of correctly selected respondents can be quantitatively generalized to the entire population. In qualitative research, on the other hand, the fallacy is the random selection of participants, i.e., one in which all elements of the population have an equal probability of getting into the sample. The selection of respondents is determined by the objectives of the study, so that there is an opportunity to collect as much information as possible on a given topic.

Appropriate grouping

A significant element of qualitative research is the proper selection of groups so that participants do not feel uncomfortable during the survey. Selection of groups can be made on the basis of either purposive selection criteria or demographic criteria. The first derives from the objectives of the study and assumes the selection of respondents, due to a specific characteristic, such as owning a car of a particular brand Y, which allows researchers to obtain as much information as possible about consumers of Y cars. The second type of criteria assumes the creation of groups that are as homogeneous as possible, divided by demographic aspects such as age, gender, income, which contributes to the comfort of the participants and the freedom of exchange of views.

Different methods of conducting tests

The characteristics of the two surveys mean that information is obtained from participants using different methods. The primary tool of quantitative research is a questionnaire, which includes closed questions asked to each participant in a fixed order and an unchanging form, so we can assume that the differences are the result of the participants' dissimilarities rather than measurements. Unlike quantitative research, qualitative ones assume the task of open-ended questions, allowing participants more freedom of expression and flexibility. Form and order are not so important.

Analysis of research results

The final stage includes analysis of the results obtained. For quantitative research, researchers use statistical analyses, thus gaining the ability to compare indicators and the objective nature of the research. On the contrary, the interpretation of the results of qualitative methods is sometimes more problematic, due to the different type of information obtained, which is more likely to understand rather than measure certain phenomena. Hence the inability to analyze as transparently as quantitative surveys, which can often involve overinterpretation and erroneous inference.

Research methods in practice

Already knowing the objectives and the list of questions, we can start looking for a method that will help us get the right information. Referring to the previous paragraphs, quantitative research will help us study the numerical aspects of the phenomenon under study; to learn more about the broader context, it is worth reaching for qualitative methods. It is worth mentioning, however, that research is an iterative process, which means that the desire to get an answer to one problem can trigger an avalanche of further questions. Therefore, often after the "quantitative stage" of our study comes the "qualitative stage", which will allow us to identify the causes of the phenomena and relationships shown earlier. In addition, when designing the survey, consider aspects such as the planned time and cost of implementation.

Effective research

In conclusion, today's technology makes it possible for each of us to become a "researcher." However, simply laying out a form will not always produce the results we expect. In view of this, it is advisable to get acquainted in advance with the positive and negative aspects of both methods, clearly formulate the objectives and questions that will enable us to effectively investigate a given problem. Finally, do not forget to use appropriate statistical tools and correct inference.

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