Qualitative vs. Quantitative Research

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 Figure 6.3 A Classification of Marketing Research Data Marketing Research Data Secondary Data Primary Data QuantitativeResearch Qualitative Research Descriptive Causal Survey Data Observational & Other Data Experimental Data

Primary Versus Secondary Data Marketing Research Data Primary Data Secondary Data

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

Primary Data Qualitative Versus Quantitative Research Primary Data Quantitative Qualitative

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 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 Qualitative vs. Quantitative Research

Common Qualitative Research Techniques Depth Interviews Focus Groups Blogs, social media, communities, etc. Projective Tests

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 • Website assessment • Creative testing • Verbal coding software • Tag clouds • Slogan testing • Virtual shopping • Online focus groups and forums • Concept testing • Blogs, social networking, online communities • Online surveys with open ended responses

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 MethodsModule We Discuss In Greater Detail The Types And Uses Of Quantitative Research

Qualitative vs. Quantitative Research