Flashcards in Qualitative and Quantitative Research and Sampling Deck (10)
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1
What is the difference between qualitative and quantitative research?
-Qualitative research is the collection of data about different people’s attitudes and opinions.
-Quantitative research involves the collection of data that can be measured and is often displayed in numbers.
2
What is the basis and purpose of qualitative research?
-Qualitative research is concerned with beliefs, opinions, attitudes, etc...
-It answers questions such as "how many?", "how often?", "who?", "when?" and "where?"
3
What is the basis and purpose of quantitative research?
-Quantitative research is based on the collection of data, which is often displayed in numbers.
-It's purpose is to answer questions such as "how many?", "how often?"
4
What are some methods to obtain qualitative data
-Interviews
-Secondary research (through records)
-Focus groups
-Online surveys
-Product trials
-Expert Opinions
5
What are some methods to gain quantitative data
-Face to Face interviews
-Polls
-Telephone interviews
-Surveys through paper, kiosk, mobile, questionnaires
6
What are focus groups:
-A form of qualitative research in which people are asked about their opinions, perceptions, beliefs and attitudes towards a product, or a service, concept, advertisement, idea or packaging.
7
Benefits of quantitative research:
-Data easy to analyze
-Numerical data provides insights into relevant trends
-Can be compared with data from other sources such as, competitors, history.
8
Drawbacks of quantitative research:
-Focuses on data rather than explaining why things happen
-It doesn't explain the reasons behind numerical trends
-May lack reliability if sample size and the method is not valid.
9
Benefits of qualitative research:
-Essential for important new product launches and development
-It can highlight issues that need to be addressed such as, why customers are not buying.
-It's an effective way of testing marketing mix elements such as, new branding, promotional campaigns.
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