Quantitative Vs Qualitative methods
One of the great sectorisations that presents the world of marketing, and more specifically, market research, is the difference between those researchers in favor of quantitative methods and those who choose qualitative methodologies.
Qualitative research techniques, therefore, fall within the field of market research and have, as you look at it as a rival or an alternative to quantitative research techniques.
What’s better for Digital Marketing?
In that sense, as in many other domains and disciplines, we have two bands: those who defend the contemporary relevance of particular facts, applied mathematics, statistics and error calculations; they are qualitative ones.
Then there are those who defend the subjective, interpretive, human and socio-psychological in addressing the behavior of markets; those are quantitatives.
What is the solution? Frankly, the one that is convenient for you, at any time, for solving a particular problem within the online marketing. So, let’s analyze some of these concepts about qualitative techniques.
Qualitative Research Techniques
Qualitative research techniques are defined as those that provide information on small groups of people, orienting to know and understand their attitudes, opinions, habits and motivations.
What, therefore, its objective? The Universidad de León, through its Área de Marketing, teaches their Market Research students that the main objective for a qualitative technique is to generate a free speech in one or more consumers about a product, service, a brand, an advertisement, packaging, logo or any related matter.
Characteristics of qualitative research
The first great feature to be put on the table is that this is a subjective technique. Therefore, no results are objective, not extrapolated to anything other than the study in question, with these characteristics to those determined people and at that particular time.
Along with that are able to find some other features that are noteworthy:
- Do not allow numerical or quantitative analysis
- No statistically significant
- They are not representative of the population
- It is necessary to resort to interpretation to understand in depth the analyzed
Yes, somebody loves them.
Your turn on qualitative research techniques