QUALITATIVE VS QUANTITATIVE RESEARCH

Question 1

What is Qualitative Research?

Answer 1

It is the collection, analysis and interpretation of data about consumers opinion, beliefs and attitudes.

Question 2

Qualitative Data Features

Answer 2

• Involves collection of data about opinions, attitudes or beliefs.
• Subjective
• “Why” questions
• Non-Numerical
• Information is open to a high degree of interpretation
• The researcher is part of the process

Question 3

What is Quantitative Data?

Answer 3

It involves the collection, analysis and interpretation of numerical or measurable data.

Question 4

Features of Quantitative Data

Answer 4

• Numerical or measurable data
• Objective
• Info is less open to interpretation
• Researcher is separate
• “How many questions”
• Numerical Answers