Qualitative Vs Quantitative Research - My First Marketing Survey Experience

So something that I took back from this experience when it comes to qualitative vs. quantitative research was this - Quantitative research helps one to see the bigger picture, to quantify all the data so that one can use it for further statistics and other data analysis models while Qualitative data is more descriptive, it helps to gain an understanding of underlying reasons, opinions, and motivations, it provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.

Thus the methodology that a marketer can take is to start his investigation by including subjective inquiries, making note of every last detail caught in it and then planning quantitative research in light of that. This would guarantee that the marketer is estimating pertinent information which can add to the insights into customers' perspective.

Kaustubh Jagasia