QUALITATIVE & QUANTITATIVE DATA

Question 1

What is quantitive data:

Answer 1

Statistical information focused on identifying patterns of consumer behaviour. (the numbers one)

Question 2

How can quantitive data be used

Answer 2

Provided numerical information about how consumers or competitors behave.
For example, 19% of commuters purchase a hot drink in the morning
Helpful in identifying trends
Collected by questionnaires/ observations/ experiments

Question 3

What is Qualitative Data?

Answer 3

The gathering of in depth information explaining patterns of consumer behaviour. (it gives an explanation behind why 19% of consumers purchase a hot drink in the morning)

Question 4

How can Qualitative Data be used

Answer 4

Collecting ‘quality’ data that explains patterns of consumer behaviour

For Example: Many commuters buy a hot drink in the morning because they believe the coffee is better than they could brew at home.

Collected through focus groups and informal open ended questioning like what did you think of today’s workshop?

Question 5

What are advantages to quantitative data

Answer 5

able to summarise and analyse numerically (i.e. using graphs etc)

Enables collection of large amounts of data

Enables patterns and trends to be identified

Question 6

What are disadvantages to quantitative data

Answer 6

May not explain reasons for consumer behaviour

Relies on good quality questions, and honest responses from consumers

Question 7

Advantages of qualitative data

Answer 7

Enables reasons for consumer behaviour to be identified

Follow up questions can be asked

Question 8

Disadvantages to qualitative data

Answer 8

Usually based on small samples sizes which may not be representative

Can be expensive to collect

Difficulty interpreting and analysing data