Unlike quantitative research, qualitative research primarily
Posted: Sun Dec 22, 2024 9:03 am
They are conducted on small groups of respondents or even individuals. They focus mainly on factors that are difficult to measure.
Examples of questions of the "how" type?
- How was our brand promoted in the previous year?
- Why did you choose our company's product and not a substitute from the competition?
- How do you use the product/service?
- Why did you choose this product (motivations, needs)?
Qualitative research is characterised by a code phone number philippines high degree of freedom for the interviewee to formulate his or her answers. This provides the interviewer with more exclusive, in-depth and detailed information about the phenomenon being investigated. In addition, this gives the interviewer the opportunity to learn about and draw attention to problems that were previously overlooked. The results of qualitative research, unlike quantitative research, are not representative or comparable, making it much more difficult to draw general conclusions from them. This is why qualitative research often relies on quantitative research, which often allows researchers to determine which phenomena to focus on.
A major advantage, but also a problem, of qualitative research is its great depth. Thanks to it, the interviewer can understand the respondent's motives and learn about their associations with various brands or products that guide their behavior when choosing goods or services. In addition, it allows the interviewer to see how stereotypes or thought patterns influence consumer choice.
On the other hand, the disadvantage of a high level of in-depth research is that it is time-consuming and labor-intensive, which results in a much smaller number of respondents than in the case of quantitative research. Qualitative research is usually conducted in the form of an interview or experiment. Its most popular forms are the focus group interview (FGI) and the individual in-depth interview (IDI). Qualitative research is useful when we want to: identify a new market, determine consumer motivations and beliefs, or gain a broader perspective of a phenomenon.
Examples of questions of the "how" type?
- How was our brand promoted in the previous year?
- Why did you choose our company's product and not a substitute from the competition?
- How do you use the product/service?
- Why did you choose this product (motivations, needs)?
Qualitative research is characterised by a code phone number philippines high degree of freedom for the interviewee to formulate his or her answers. This provides the interviewer with more exclusive, in-depth and detailed information about the phenomenon being investigated. In addition, this gives the interviewer the opportunity to learn about and draw attention to problems that were previously overlooked. The results of qualitative research, unlike quantitative research, are not representative or comparable, making it much more difficult to draw general conclusions from them. This is why qualitative research often relies on quantitative research, which often allows researchers to determine which phenomena to focus on.
A major advantage, but also a problem, of qualitative research is its great depth. Thanks to it, the interviewer can understand the respondent's motives and learn about their associations with various brands or products that guide their behavior when choosing goods or services. In addition, it allows the interviewer to see how stereotypes or thought patterns influence consumer choice.
On the other hand, the disadvantage of a high level of in-depth research is that it is time-consuming and labor-intensive, which results in a much smaller number of respondents than in the case of quantitative research. Qualitative research is usually conducted in the form of an interview or experiment. Its most popular forms are the focus group interview (FGI) and the individual in-depth interview (IDI). Qualitative research is useful when we want to: identify a new market, determine consumer motivations and beliefs, or gain a broader perspective of a phenomenon.