Today’s business decision-maker has an abundance of marketing research method options.
Understanding what market research is and how best to use research methodologies to your advantage is vital in reaching your target customers and increasing ROI.
It’s important to establish the two categories of market research before having a deeper understanding of the list above.
The table below shows a summarized breakdown of the difference between qualitative and quantitative research.
|Qualitative Research||Quantitative Research|
|Exploratory type of research, designed to gain a deeper insight into the underlying reasons, opinions, and motivations of a consumer.||Statistical type of research, used to quantify and answer objectives by generating numerical data.|
|Answer the questions of your target audience.
• How did this commercial make you feel?
• What do you like most about X product?
• Why are you more likely to buy X product over Y?
|Measures data gathered.
• Product quality
• Customer experience
After getting the general difference between the two categories, let us discuss further why you need qualitative market research
The qualitative data collection process is assessed through two different points of view – The questionnaire and the respondents.
A respondent may not care about the classification of data he/she is inputting, but this is important to the questionnaire. It helps to determine the method of analysis that will be used.
Qualitative research provides a depth of understanding, rather than studying issues as the researcher defines them. It seeks to understand people’s experiences, emotions, actions, and interactions in the social world. This can be at the level of the individual or with groups of people.
Furthermore, it examines how people engage with nonhuman aspects of the social world such as technologies, materials, and specific spaces.
By using open-ended questions, researchers can get the information they don’t anticipate.
Magellan Solutions‘ qualitative research services team has expertise in a variety of methodologies:
After choosing the appropriate methodology, researchers then decide how to collect data.
Potential tools include:
Researchers are then guided through the four research phases:
Our dedicated team offers consultations to assist investigators with planning and design of rigorous qualitative research projects. During this phase, we:
This method is driven by research questions and appropriately selected methodologies. We can assist with data collection in a variety of settings.
Our qualitative data analysis is informed by the chosen research methodology. Then our team provides expertise in data analysis to prepare results for publication.
The last phase is having the qualitative research published in a variety of outlets.
Qualitative research services at Magellan Solutions are charge-out resources available for researchers from all industries.
Leave us your information below for a quote!
Contact us today for more information.
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