Qualitative vs. Quantitative Research
Definition
According to Creswell (2014), qualitative research explores meanings, experiences, and concepts, while quantitative research measures variables and tests hypotheses using numerical data.
Introduction
If marketing were a story, qualitative tells “why” and quantitative tells “how many.”
Explanation
| Aspect | Qualitative | Quantitative |
|---|---|---|
| Goal | Explore insights | Measure & validate |
| Data | Words, emotions | Numbers, statistics |
| Tools | Interviews, focus groups | Surveys, experiments |
| Sample | Small, deep | Large, broad |
| Output | Themes | Charts, models |
Key Takeaways
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Use qualitative to explore and quantitative to confirm.
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Mixed-method designs provide the best balance.
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Depth + breadth = complete understanding.
Real-World Case
Procter & Gamble uses ethnographic interviews (qualitative) to identify new habits and then surveys (quantitative) to validate demand before launching.
Reference: https://us.pg.com
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Research Process (Problem, Design, Data, Analysis)
Sampling Methods