From the course: Market Research Foundations
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Qualitative vs. quantitative: When to use each research method
From the course: Market Research Foundations
Qualitative vs. quantitative: When to use each research method
- When it comes to research, are you a numbers person with stats and figures or do you prefer a touching story that drives people to empathize with your customers? There's absolutely a place for both and they're often even more insightful when brought together. Today we're going to talk about the difference between quantitative research, the numbers, and qualitative research, the stories. Lets start with the numbers. I love quantitative research because it paints a picture of what your customers do as a whole. You can look at website analytics and see exactly where people are spending their time on your site, dropping off at certain pages, or what terms they're looking for. With a survey, you can ask the same question to thousands of people to really understand scale. Generalize results across a large population and quantify a problem by generating numerical data. It's magical. But here's the thing, you can…
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