Qualitative vs. Quantitative: Knowing When to Use What
Market researchers often face a key question: should we talk to a handful of customers in-depth, or survey hundreds with a questionnaire? The answer depends on your goals. Qualitative and quantitative research each serve different needs. Qualitative research gathers open-ended, non-numerical insights (people’s words, feelings and motivations). Quantitative research, by contrast, collects numerical data (ratings, […]
