There are two major types of market research – qualitative and quantitative.
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Qualitative research is used to probe issues, develop a detailed understanding of complex issues, and determine why people feel the way they do about certain issues. The most common qualitative techniques are personal interviews and focus groups.
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Quantitative research is used to determine and predict the attitudes, opinions, and behavior of the market based on a scientific sampling. Web/e-mail and telephone surveys fall into this category.
Projects often combine qualitative and quantitative methods to define issues and develop insights that can be projected to the market for better business decisions.
| Criteria |
Web |
Phone |
Personal |
Focus Group |
| Ability to handle complex questions |
Good |
Good |
Excellent |
Good |
| Ability to collect large amounts of data per respondent |
Good |
Good |
Excellent |
Fair |
| Able to gather data from many respondents |
Excellent |
Good |
Poor |
Poor |
| Ability to ask sensitive questions |
Fair |
Fair |
Good |
Fair |
| Control of interviewer effects |
Excellent |
Good |
Poor |
Poor |
| Degree of sample control |
Good |
Good |
Excellent |
Excellent |
| Time required |
Excellent |
Good
|
Fair |
Poor |
| Probable response rate |
Fair |
Good |
Excellent |
Good |
| Cost |
Excellent |
Good |
Poor |
Poor |
| Ability to show images or audio |
Excellent |
Poor |
Excellent |
Excellent |
| Ability to show product samples or prototypes |
Fair |
Poor |
Good |
Excellent |
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