© 2009 The 60 Second Marketer

Transcript:

When should I use qualitative research and when should I use quantitative research?

By Jeff Shusterman, Majority Opinion Research

Qualitative research is used to uncover and understand thoughts and opinions thus providing a basis for further decision making. Quantitative research is used to measure and predict, leading to a final course of action.

You should consider using qualitative research when you need to develop hypotheses, understand the feelings that influence behavior, identify customer needs, generate ideas for improvements of a product or brand, capture the language and imagery customers use to describe and relate to a product, service or brand, or to understand how people perceive a marketing message or communications piece.

You should consider using quantitative research when you need to measure (awareness of, use of, amount of, likelihood to, preference for, etc.), offer statistical validation of a hypothesis, determine the most desirable product concept, determine the most effective price point, or to measure satisfaction with a product or service.

To recap, qualitative research is used to uncover and understand thoughts and opinions thus providing a basis for further decision making. Quantitative research is used to measure and predict, leading to a final course of action.

The 60 Second Marketer is an online video magazine with the latest tools, tips and tutorials for marketers around the globe.

Jeff Shusterman is president of Majority Opinion Research, a specialized marketing research firm based in Atlanta that delivers actionable results to assist clients in making sound marketing decisions.