Research Methodology

Start Your Free Trial

In Market Research, what is the similarity between qualitative and quantitative research?

Expert Answers info

mathsworkmusic eNotes educator | Certified Educator

calendarEducator since 2012

write511 answers

starTop subjects are Math, Science, and Business

What is the similarity between qualitative and quantitative research?

These are market research terms and refer to the two main strands of market research: qualitative and quantitative.

In that respect then, these two types of research are similar in that they are both used to gather information from the general public, or target groups in the general public, such as mothers, students, professionals, women, men etc.

It is easier to ask how they differ rather than how they are similar. They are both important types of market research, but differ in their nature.

Whereas quantitative research collects hard facts which either consist of numbers or yes/no/don't know responses or strength of agreement (say on a scale of 1 to 10), qualitative research tries to gain access to 'looser' personal opinions and gather information that might not occur to the researcher or the company or organisation they work for. So quantitative research asks very specific well-planned questions which don't allow for any extra input from the individuals approached, whereas qualitative research asks more general questions (eg why do you like this product?) that do allow for unpredictable and unplanned input from the individuals approached.

For example, a toilet paper retailer might ask market researchers to carry out a survey of a quantitative nature. This might involve asking a number of individual households how many rolls they buy a month on average (the answer is a number, which is a quantity ) and whether they always buy...

(The entire section contains 3 answers and 886 words.)

Unlock This Answer Now


check Approved by eNotes Editorial

theyellowbookworm eNotes educator | Certified Educator

calendarEducator since 2013

write66 answers

starTop subjects are Literature, Arts, and Social Sciences

Further Reading:

check Approved by eNotes Editorial

pohnpei397 eNotes educator | Certified Educator

calendarEducator since 2009

write35,413 answers

starTop subjects are History, Literature, and Social Sciences

check Approved by eNotes Editorial