Tips: Qualitative and Quantitative Research

Are you thinking about doing research but don't know what methodology to use? This edition of The Albers Insider explores the differences between qualitative and quantitative research.

Q: What is the basic difference between qualitative and quantitative research?
A: The number of people you speak to determines whether the research is considered qualitative or quantitative. In a qualitative research study, such as a focus group, you are gathering information from a small number of people (typically under 100). On the other hand, in a quantitative study, such as a telephone survey, you are gaining input from a large number of people (normally at least 200).

Q: How do you determine whether to use qualitative or quantitative research?
A: Qualitative research is used when it is important to understand why someone does something, such as respond favorably to an advertisement. Quantitative research is used when you are seeking to learn how many people in a population are likely to respond a certain way, such as vote for a bond issue.

Q: In what cases should you use qualitative research?
A: Some examples of when qualitative research is helpful include:

• Testing response to advertising messages and concepts
• Analyzing response to products and features
• Exploring what issues should be tested during quantitative research

Q: In what cases should you use quantitative research?
A: Quantitative research is the method to use when:

• Measuring market size
• Analyzing demand of a new product
• Determining how many people exhibit a particular attitude or behavior
• Measuring the size of particular market segments

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