COMPARISON OF QUANTITATIVE AND QUALITATIVE MARKETING RESEARCH
ARI uses a pluralistic approach to marketing research which combines quantitative and qualitative methods to gain the advantages of both. An explanation of each research category is provided to help you make the distinction.
Quantitative research is characterized by the use of structured questions with predetermined response options. An example of a quantitative research technique would be a customer satisfaction survey. Quantitative data analysis helps clients evaluate attitudes or behavior with statistical precision. A survey with predetermined responses can tell us how many people use a product or service or have an interest in a new product concept. Quantitative research is also used to measure the size and importance of market segments and estimate product or service viability.
Qualitative research is characterized by observational techniques that do not involve the use of structured questions. An example of a qualitative research technique would be an exploratory interview or focus group composed of individuals from your market segments. These are one of the best ways to immerse yourself in the experience of your customers. Unlike surveys, qualitative research does not offer conclusions based upon statistical analysis. The results of qualitative research are characterized by detailed quotations and an explanation of the issues leading to key findings. Good qualitative research digs deep to obtain a better understanding of why behavior occurs, why perceptions exist and what the implications are to your business.