5. How we do Quantitative Research and Qualitative Research Comparison.
First at all, I want to explain, what is research?
It is the systematic collection, recording and analysis of qualitative and quantitative data on issues
related to research, marketing of products and services. The goal is to identify and evaluate how
changing elements of the marketing mix affect customer behavior.
When collecting and analyzing data, quantitative research deals with numbers and statistics, while
qualitative research deals with words and meanings. Both are important for gaining different
knowledge.Quantitative and qualitative data can be collected in a variety of ways. It is important to
use a data collection method to help answer your research questions. Many data collection methods
can be qualitative or quantitative. For example, in surveys, observations, or case studies, your data
may be presented as numbers using, for example, rating scales or counting frequencies, or as words
with, for example, open-ended questions or explanations about what you observe. However, some
methods are more often used in one way or another. Quantitative research is expressed in numbers
and graphs. Used to test or confirm theories and assumptions. This type of research can be used to
create generalized facts about a topic. Common quantitative methods include experiments,
numbered observations, and closed-ended questionnaires. Qualitative research is expressed in
words. It is used to understand concepts, thoughts or experiences. This type of research allows you
to gain in-depth knowledge of topics that are not fully understood.Common qualitative methods
include open-ended interviews, word-of-mouth observations, and literature reviews exploring
concepts and theories. Qualitative data is more difficult to analyze than quantitative data. It consists
of text, images or videos instead of numbers. Qualitative or quantitative data on their own cannot
prove or show anything, but must be analyzed to show their relevance to research questions. The
analysis method differs for each data type.
How do you know which research methods to use? The research methods you use depend on the
type of data needed to answer your research question. If you want to measure something or test a
hypothesis, use quantitative methods. If you want to explore ideas, thoughts, and meanings, use
qualitative methods. If you want to analyze large amounts of data ready to use, use secondary data.
If you need data specific to your purposes, controlling their production, collect primary data.
If you want to establish causal relationships between variables, use empirical methods. If you want
to understand the specifics of a research topic, use descriptive methods.
