Combining Qualitative and Quantitive Research for a Holistic Approach

When conducting marketing research, there are two types of research: Qualitative and Quantitative. Qualitative allows us to gain a qualitative understanding of underlying reasons and motivations. Quantitative will enable us to quantify data and generalize results from a sample to the population of interest.

With that in mind, here are some questions you can consider when conducting these two types of research.

Qualitative Question Examples

●  What are people’s thoughts on the new boutique?

●  What made you decide to try the product?

●  What benefits do you see in the change?

●  What’s your perception of the brand?

●  How do customers interact with our

product?

Quantitative Question Examples

●  How often do you visit museums?

●  How often do students aged between

15-18 use Instagram each week?

●  What is the preferred choice of

cuisine for Americans?

●  What are the top five countries that

use Snapchat?

●  How often do you use a mobile app

for shopping purposes?

Both types of research serve their purpose and it’s important to conduct both in order to get clearer research results. By combining both qualitative and quantitative methods, researchers can gain a more holistic view of their research question.

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https://www.camilamoore.com/blog/thepowerbehindmarketingresearch