Qualitative and Quantitative Research and Sampling

Question 1

What is the difference between qualitative and quantitative research?

Answer 1

• Qualitative research is the collection of data about different people’s attitudes and opinions.
• Quantitative research involves the collection of data that can be measured and is often displayed in numbers.

Question 2

What is the basis and purpose of qualitative research?

Answer 2

• Qualitative research is concerned with beliefs, opinions, attitudes, etc…
• It answers questions such as “how many?”, “how often?”, “who?”, “when?” and “where?”

Question 3

What is the basis and purpose of quantitative research?

Answer 3

• Quantitative research is based on the collection of data, which is often displayed in numbers.
• It’s purpose is to answer questions such as “how many?”, “how often?”

Question 4

What are some methods to obtain qualitative data

Answer 4

• Interviews
• Secondary research (through records)
• Focus groups
• Online surveys
• Product trials
• Expert Opinions

Question 5

What are some methods to gain quantitative data

Answer 5

• Face to Face interviews
• Polls
• Telephone interviews
• Surveys through paper, kiosk, mobile, questionnaires

Question 6

What are focus groups:

Answer 6

-A form of qualitative research in which people are asked about their opinions, perceptions, beliefs and attitudes towards a product, or a service, concept, advertisement, idea or packaging.

Question 7

Benefits of quantitative research:

Answer 7

• Data easy to analyze
• Numerical data provides insights into relevant trends
• Can be compared with data from other sources such as, competitors, history.

Question 8

Drawbacks of quantitative research:

Answer 8

• Focuses on data rather than explaining why things happen
• It doesn’t explain the reasons behind numerical trends
• May lack reliability if sample size and the method is not valid.

Question 9

Benefits of qualitative research:

Answer 9

• Essential for important new product launches and development
• It can highlight issues that need to be addressed such as, why customers are not buying.
• It’s an effective way of testing marketing mix elements such as, new branding, promotional campaigns.

Question 10

Drawbacks of qualitative research:

Answer 10

• It is expensive to collect and analyze as it requires specialist skills to do that.
• It is based around opinions so it’s always a risk that the sample taken is not representative of the consumers