Qualitative research involves the collection and analysis of non-numerical data. Qualitative Data is data that is collected that more descriptive and detailed and cannot be analysed statistically. It can be used to gather more in depth details on opinions and reasons why customers behave in a certain way or to understand their opinions. Methods to collect qualitative data include interviews, focus groups and observations.

An example of this is the answers received in an interview. Each individual’s responses are going to vary too much to quantify if questions are open. Qualitative data can give more insight into the reasons behind consumer choices and behaviour.

Quantitative research involves the collection and analysis of numerical data that can be measured and counted. Data can be used to uncover patterns and make projections. Methods to collect quantitative data include customer surveys and EPOS.

Quantitative research is best used to gather large amounts of data quickly. This data can be expressed through numbers which can be converted into charts for quick analysis. Examples include multiple choice responses in questionnaires and surveys, the results of which can be easily expressed as a percentage. This type of data is useful when canvasing the opinions of very large groups of people. A drawback is that the responses lack depth.

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