Question

Under what condition or circumstances is the qualitative and quantitative market research appropriate for market research?

Answer 1

Even though there are many important decisions to make while planning a market research effort, one of the most crucial is whether to conduct qualitative or quantitative market research.

In short, quantitative market research refers to the process of collecting a wide and large amounts of data through surveys, questionnaires, and polling methods. Whereas, Qualitative market research, involves determining customer motivation through close observation, typically in a small group or face-to-face encounter.

Qualitative research

If one  need to figure out simply the experience of an individual customer, then you need qualitative research.

The purpose of qualitative research is to go deeper into understanding insights into customer motivation and emotion. This approach can be useful for revealing aspects like  how customers regard a brand, why they like certain marketing messages and dislike others, and so on.

Quantitative research

If you want to figure out assumptions regarding a larger audience, then there is a need for quantitative research.

The purpose of quantitative research is to glean reliable, standardized facts and statistics for guiding important business decisions.

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