1. Qualitative vs. Quantitative Research
AMA Collegiate
Marketing Research Certificate Program

2. Module Objectives
Qualitative and quantitative data offer different problem solving opportunities
Provide a broad framework for understanding when each is most appropriate (or equally appropriate)

3. Figure 6.3 A Classification of Marketing Research Data
Secondary
Data
Primary
Data
Qualitative
Research
Quantitative Research
Descriptive
Causal
Survey
Data
Observational
& Other Data
Experimental
Data

4. Primary Versus Secondary Data
Marketing
Research Data
Secondary
Data
Primary
Data

5. Primary Data Versus Secondary Data
Primary data – data originated by the researcher for the specific purpose of addressing the research problem
Secondary data – data collected for some purpose other than the problem at hand

6. Secondary Data Always start with internal data
The Internet makes secondary data just a click(s) away
Electronic databases (D&B, Hoovers, Lexus-Nexus, Ebsco, etc.)
Commercial data
Check out competitor’s web sites
Track online forums, reviews, etc.

7. Primary Data
The heart and soul of research companies who are hired to collect, analyze and interpret new data
Sometimes people mix up qualitative (less structured) and quantitative (structured) data. BOTH can be primary data

8. Primary Data

9. Qualitative Versus Quantitative Research
Primary Data
Qualitative Versus Quantitative Research
Primary Data
Qualitative
Quantitative

10. Qualitative Research Defined
An unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting

11. Quantitative Research Defined
A research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis

12. Qualitative vs. Quantitative Research
Gain understanding
Small number of nonrepresentative cases
Unstructured
Nonstatistical
Develop an initial understanding
Quantitative
To quantify the data and generalize
Large number of representative cases
Structured
Statistical
Recommend final action

13. Common Qualitative Research Techniques
Focus Groups
Depth Interviews
Blogs, social media, communities, etc.
Projective Tests

14. Qualitative Research

15. Depth Interviews
Depth interview is an unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic

16. Interviewer Skills Need to be a good listener
Probe for details and examples
Seeking who, what, where, when, how, and why answers
Seek personal relevance

17. Focus Groups
A focus group is an interview conducted by a trained moderator among a small group of respondents (usually 8 – 12) in an unstructured and natural manner

18. Why Conduct Focus Groups?
Idea generation
Reveal consumers’ needs, perceptions, attitudes
Help in structuring questionnaires
Post-quantitative research
Making the abstract real
Testing strategies and tactics

19. Gaining Moderator Skills Has Value
The moderator is the key to a successful focus group
Listening
Probing
Storing a question for later use
Getting everyone to speak
Politely handling gabbers
Need to do your homework

20. Projective Techniques
Projective technique is an unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern

21. Technology and Qualitative Research
Online focus groups and forums
Concept testing
Blogs, social networking, online communities
Online surveys with open ended responses
Website assessment
Creative testing
Verbal coding software
Tag clouds
Slogan testing
Virtual shopping

22. Quantitative Research

23. Quantitative Research
Outcome-driven research
Typically more structured (i.e., closed ended survey questions, test market sales, response to sales promotion, etc.)
We will address this is in greater detail in Data Collection Methods module

24. Common Quantitative Research Techniques
Surveys (Questionnaires)
Observation
Experiments
Combinations of Each

25. Qualitative vs. Quantitative
The research objective should determine whether qualitative or quantitative research is most appropriate
Often they are both used
Qualitative research often precedes quantitative research

26. In The Data Collection Methods Module We Discuss In Greater Detail The Types And Uses Of Quantitative Research