Qualitative vs. Quantitative Research

AMA Collegiate Marketing Research Certificate Program

Module Objectives• Qualitative and quantitative data

offer different problem solving opportunities

• Provide a broad framework for understanding when each is most appropriate (or equally appropriate)

A Classification of Marketing Research Data

Marketing Research Data

SecondaryData

PrimaryData Quantitative

ResearchQualitativeResearch

Causal Descriptive

SurveyData

Observational& Other Data

ExperimentalData

Primary Versus Secondary Data

Marketing Research Data

SecondaryData

PrimaryData

Primary Data Versus Secondary Data

• Primary data – data originated by the researcher for the specific purpose of addressing the research problem

• Secondary data – data collected for some purpose other than the problem at hand

Secondary Data• Always start with internal data • The Internet makes secondary data

just a click(s) away• Electronic databases (D&B, Hoovers,

Lexus-Nexus, Ebsco, etc.)• Commercial data• Check out competitor’s web sites• Track online forums, reviews, etc.

Primary Data• The heart and soul of research

companies who are hired to collect, analyze and interpret new data

• Sometimes people mix up qualitative (less structured) and quantitative (structured) data. BOTH can be primary data

Primary Data

Qualitative Versus Quantitative Research

Primary Data

Qualitative Quantitative

Primary Data

Qualitative Research Defined

An unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting

Quantitative Research Defined

A research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis

Qualitative vs. Quantitative Research

Qualitative– Gain understanding– Small number of

nonrepresentative cases– Unstructured– Nonstatistical– Develop an initial

understanding

Quantitative– To quantify the data

andgeneralize

– Large number of representative cases

– Structured– Statistical– Recommend final

action

Common Qualitative Research Techniques

Focus Groups Depth Interviews

Projective Tests Blogs, social media, communities, etc.

Qualitative Research

Depth Interviews

Depth interview is an unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic

Interviewer Skills

• Need to be a good listener• Probe for details and examples• Seeking who, what, where,

when, how, and why answers• Seek personal relevance

Focus Groups

A focus group is an interview conducted by a trained moderator among a small group of respondents (usually 8 – 12) in an unstructured and natural manner

Why Conduct Focus Groups?

• Idea generation• Reveal consumers’ needs, perceptions, attitudes• Help in structuring questionnaires• Post-quantitative research• Making the abstract real• Testing strategies and tactics

Gaining Moderator Skills Has Value

The moderator is the key to a successful focus group– Listening– Probing– Storing a question for later use– Getting everyone to speak– Politely handling gabbers– Need to do your homework

Projective Techniques

Projective technique is an unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern

Technology and Qualitative Research• Online focus groups and

forums• Concept testing• Blogs, social networking,

online communities• Online surveys with open

ended responses

• Website assessment• Creative testing• Verbal coding software• Tag clouds• Slogan testing• Virtual shopping

Quantitative Research

Quantitative Research

• Outcome-driven research• Typically more structured (i.e., closed ended

survey questions, test market sales, response to sales promotion, etc.)

• We will address this is in greater detail in Data Collection Methods module

Common Quantitative Research Techniques

• Surveys (Questionnaires)• Observation• Experiments

Combinations of Each

Qualitative vs. Quantitative

• The research objective should determine whether qualitative or quantitative research is most appropriate

• Often they are both used• Qualitative research often precedes quantitative

research

In The Data Collection Methods Module We Discuss In Greater Detail The Types And Uses Of Quantitative Research