From qualitative to quantitative market research: marketing terms and abbreviations with Q
We have now reached the letter Q in our marketing glossary. Here we take a brief and concise look at qualitative and quantitative market research. You can find out what this is all about and what the differences are in the following definitions and descriptions - just take a look:
Marketing glossary: A - B - C - D - E - F - G - H - I - J - K - L - M - N - O - P - Q - R - S - T - U - V - W - X - Y - Z
- Qualitative market research
Qualitative market research - in contrast to quantitative market research - is not based on facts and figures, but on emotional and socio-cultural factors such as opinions, motives, wishes and attitudes. In many cases, a smaller sample is taken as a basis - e.g. through interviews. In this way, information is illuminated which, although not directly measurable, provides important background information, e.g. for purchasing decision processes.
- Quantitative market research
In contrast to qualitative market research, quantitative marketresearch is not based on emotional and socio-cultural factors, but on concrete figures and statistics. The samples used are large and representative. These provide information about the size of the market shares or the purchasing power of the target groups, for example. On the one hand, such data surveys make it possible to assess the potential on the market. On the other hand, they also help to check and analyze the success of measures. In combination with the findings from qualitative market research, targeted marketing can be developed in this way.
Marketing terms Q: Qualitative and quantitative market research
