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Today’s business decision-maker has an abundance of marketing research method options.
- Online Surveys
- Phone Surveys
- Omnibus Surveys
- Mail Surveys
- Intercept Surveys
- Mystery Shopping
- Focus Groups
- In-Depth Interviews
- Feasibility Studies
Qualitative vs Quantitative Market Research
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
What Is Quantitative Market Research?
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.
How does a BPO office in the Philippines handle quantitative market research services?
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:
- Grounded Theory
- Discourse Analysis
- Participatory / Action research
After choosing the appropriate methodology, researchers then decide how to collect data.
Potential tools include:
- In-depth interviews
- Focus groups
- Document analysis.
Researchers are then guided through the four research phases:
Our dedicated team offers consultations to assist investigators with the planning and design of rigorous qualitative research projects. During this phase, we:
- Refine the research aims and questions
- Ensures scientific rigor
- Determine the amount of qualitative research team involvement required
- Provide a budget estimate
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.
Dissemination of findings
The last phase is having the qualitative research published in a variety of outlets.
Outsource all types of research market services to Magellan Solutions!
Qualitative research services at Magellan Solutions are charge-out resources available for researchers from all industries.
Leave us your information below for a quote!
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