Quantitative research helps to see a project through numbers and notation, while qualitative research fills in the details with personalities and emotions that support the numbers. Both types of data are used for successful market research.
Quantitative Questions Closed-Ended
Quantitative research may have larger sample sizes than qualitative due to the ease of distributing a survey compared to conducting more complex personal interviews. This type of research helps answer broad questions closed-ended questions like, “Which campaign do users prefer?” or “Which ad is more engaging?” The results are measured to obtain the quantitative data.
Qualitative research questions should be open-ended so a respondent can answer freely and expand on their responses. There is less bias or influence from the interviewer when the subject can speak freely. Surprising insights and attitudes are discovered from someone who you ask, “What do you think of my brand?”
Finding Both Types of Data
If there was an event and you wanted to find quantitative data, you could ask, “How many invited attended the event?”, “How many people rated the food as excellent?”, “How many people rated the overall event as excellent?” and more. To find qualitative data from the event you could ask questions like, “What was the best moment of the event?”, “How can we make the event more comfortable?”, or “What can be improved?”
There may be common themes in both types of research and together create a more complete picture. Therefore, asking the right type of research questions for quantitative and qualitative research will produce more accurate data to help address the goals of the project.