Quantitative Surveys
Quantitative studies reflect reasonably large sample sizes (at least 100, but typically 300+) and use an established and consistent research instrument (questionnaire) for all respondents.
Quantitative studies are used to measure the incidence of particular behaviors and/or opinions among the general population or a specified target audience. These studies generate data that are statistically reliable and projectable. Some primary applications of quantitative studies include:
- Attitude and opinion polling;
- Benchmarking (providing a snapshot of the current market situation) and tracking;
- Competitive situation analysis;
- Satisfaction studies;
- Target profiling (identifying demographic and/or geographic characteristics of customers and/or prospects).
Quantitative methods can include:
- Traditional telephone surveys;
- Online surveys (customer list or research panel);
- Mixed mode surveys;
- Mail surveys; and
- Other customized methods.
Qualitative Studies
The purpose of qualitative studies is to investigate, on an in-depth basis, consumer reactions, motivations and/or rationale for their behaviors.
Qualitative research is less rigid in structure and affords the investigation of new issues as they are introduced. Qualitative research does not generate statistical data and cannot be used to project attitudes. It provides “directional” information and insights as opposed to hard and fast statistics.
Qualitative methods can include:
- Traditional/mini focus groups;
- Online focus groups;
- One-on-one, in-depth interviews (IDI’s, pre-recruited);
- Executive interviews;
- Usability studies; and
- Other customized methods.
Secondary Research
Secondary Research includes the review and analysis of existing information available either through client data, syndicated sources or other published material.