---
url: "https://questionstar.com/principles-of-survey-research/chapter-1/slide-015.html"
title: "Market Research by Methodology"
type: "lehrbuch-slide"
chapter: 1
chapterTitle: "Introduction"
slide: 15
---

# Market Research by Methodology

*By Methodology*

Methodology Quantitative

- **Involves collecting and evaluating data**
- Requires large amounts of data, uses statistical methods
- Aims for representativeness of the results

Typical methods Larger surveys, observation, etc.

Methodology Qualitative

- **Seeks to understand consumer behavior and its causes**
- Focus on individuals and small groups
- Not representative — understanding one perspective, not all

Typical methods Smaller surveys, focus groups, interviews, …

---

*Slide 15 of 274 · Chapter 1: Introduction · Principles of Survey Research · Dr. Paul Marx*