When conducting market research to assist effective marketing decisions, quantitative and
qualitative techniques for data collection are both considered important. Both provide two
different types of data using different types of techniques.
‘Quantitative research can be defined as research which is under taken using a structured
research approach involving a sample of the population to produce quantifiable insights
into behaviour, motivations and attitudes.’Wilson, (2003). Researchers use quantitative
techniques such as in the form of questionnaires usually conducted face to face or handed
out amongst individuals. These questionnaires consist of carefully considered, structured
questions that are aimed at a representative sample of their chosen target market. These
questions are normally closed questions in order to provide the researcher with results of
meaningful data. This data collected can then be analysed and responses can be expressed
as a number or quantified. For example if a student accommodation organisation such as
Derwent Living wanted to know what their existing student tenants views where on the
accommodation facilities they were offering, they could construct a questionnaires asking
students predefined questions which would be used with all respondents so that the
researcher could then assist Derwent living with making effective decisions about the
facilities they offer to existing and future student tenants.
Qualitative research takes on a far less structured approach to the collection of data.
‘Qualitative research is concerned with understanding things rather than with measuring
them.’ (Wilson,(2003). When carrying out research, a small number of carefully selected
persons are assessed by the researcher and often asked questions which give an insight to
their behaviour and attitudes. Thus giving the researcher a more personal response.
Qualitative research can be carried out in the form of focus groups and individual in depth
interviews. The research approach for gathering qualitative data is considered more
flexible and can involves the use of smaller samples of individuals which do not
necessarily represent a larger population.
As Wilson mentions above qualitative research uses a personal approach in order to asses
consumer behaviour and attitudes so rather than using a large sample of a population
qualitative research focuses on smaller samples and the process of collecting data can be
far slower and more personal than if the researcher was using quantitative research
methods such as questionnaire’s. one example of where qualitative research could be used;
managers of a factory can hold focus groups with employees, the employee’s would be
asked a series of questions which relate to what motivates them, how they feel about work
