Qualitative Versus Quantitative?

Quantitative research is required when results are to be generalised to the population of interest. Quantitative research requires a valid number of representative respondents and typically applies some form of statistical analysis. Qualitative research is an unstructured, exploratory research methodology based on small samples which provides insights and understanding into a research problem. Whenever a new market research problem is being addressed, quantitative research is often preceded by appropriate qualitative research. Sometimes qualitative research is undertaken in an attempt to gain a further understanding of quantitative research findings. Qualitative research is more appropriate if the subject matter is sensitive or when the researcher requires an understanding of the values, emotional drives and motivations that reside at the subconscious level. However, it should always be remembered that qualitative research is not conclusive and cannot be generalised to the population ...  more