Quantitative Research
Quantitative research is a more logical and data-led approach, Which shows what people think from gathered information. For example, if you wanted to know how many of your customers support a proposed change in your products or service and how strongly (on a scale) they support it. Quantitative research can gather a large amount of data that can be easily organised and manipulated into reports for analysis. When using Quantitative research the methods used are mostly questionnaires and surveys with set questions that have pre defined answers. The research us very flexible and works well with a large group of people to get a quick and fairly accurate take on things.
Qualitative Research
Unlike quantitative research which relies on numbers and data qualitative research is more focused on how people feel, What they think and why they make certain choices.
For example, if you are thinking of changing your branding you would carry out qualitative research to see what emotional reactions people have to the new identity and what they associate it with. Qualitative research is largely led with discussion around certain concepts or ideas with open questioning. Attendees are encouraged to explain or describe their reasons for having certain responses which can reveal underlying motivations, associations and behavioral triggers.
The most common forms of qualitative research consist of focus groups relevant to the target market or one to one interviews, conducted face to face or over the telephone.
http://www.bl.uk/bipc/resmark/qualquantresearch/qualquantresearch.html
For example, if you are thinking of changing your branding you would carry out qualitative research to see what emotional reactions people have to the new identity and what they associate it with. Qualitative research is largely led with discussion around certain concepts or ideas with open questioning. Attendees are encouraged to explain or describe their reasons for having certain responses which can reveal underlying motivations, associations and behavioral triggers.
The most common forms of qualitative research consist of focus groups relevant to the target market or one to one interviews, conducted face to face or over the telephone.
http://www.bl.uk/bipc/resmark/qualquantresearch/qualquantresearch.html
Audience Profiling
Audience Profiling finding out the profile of your audience before hand so that you can put across your message to the right people in the most effective way to produce the best result. It might include details like age, sex, educational qualification, work experience, financial background, field of work, interests, mood, orientation, bias, food habits, religious background, psysique, health condition etc.
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