Compare and Contrast Quantitative and Qualitative Research

Market Research Project

MKT 221 Consumer Behaviors

Spring 2013

Jakeya Sherman

Quantitative Research vs. Qualitative Research

Quantitative and Qualitative research are both ways to collect and analyzed data. Quantitative Research is defined as “The use of sampling techniques (such as consumer surveys) whose findings may be expressed numerically, and are amenable to mathematical manipulation enabling the researcher to estimate future events or quantities” Quantitative research is not dependent on the researcher and it is based on how the consumer feels. This type of research focus on Consumers have more control over their responses either by their react or what they say. Any researcher can interpret the data of a Quantitative research, While Qualitative research is an entirely different type of research. It is defined as “A type of research that aims to find out people's opinions and feelings rather than information that can easily be shown in numbers”dwet The results from Qualitative Research are different from one researcher to another.

Forms of Market Research

 Focus groups are a form of qualitative research where groups of people are asked about their opinions, beliefs, and attitudes towards a product, service, or theory

 Interpretive- research an approach to research in the human sciences that recognizes the classic character of all research

 researcher-administrated interviews are a method commonly employed in survey research. The aim of this approach is to ensure that each interview is presented with exactly the same questions in the same order

 computer-administered surveys is a questionnaire that a respondent completes on his/her own via computer

Product or Service Selected

Tide Laundry Detergents

10 Quantitative Questions

1. Do you own a Washing Machine?

2. Is this your first time using Tide?

3. Where you satisfied with the quality of Tide?

4. Where you satisfied with the cleanliness of your clothes?...