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Chapter 1 · Introduction · Slide 15/274

Market Research by Methodology

By Methodology

1.2 · Types of Market Research By Methodology

Market Research by Methodology

MethodologyQuantitative
  • Involves collecting and evaluating data
  • Requires large amounts of data, uses statistical methods
  • Aims for representativeness of the results
Typical methodsLarger surveys, observation, etc.
MethodologyQualitative
  • Seeks to understand consumer behavior and its causes
  • Focus on individuals and small groups
  • Not representative — understanding one perspective, not all
Typical methodsSmaller surveys, focus groups, interviews, …
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