Qualitative Research Differences

972 Words 4 Pages
Differences
Qualitative research is used primarily to learn things about a subject when researching. It is used to explore a subject and gain understanding of an approach, opinion, motivation, or execution of a plan. Qualitative research can be used to discover trends like public opinion and dive deeper into the problem past what mere data would reveal. Focus groups, and in-depth individual interviews as well as looking at reviews are common methods of collecting qualitative research. The research primarily focuses on text versus numbers. Instead of using numbers specifically through data collected as quantitative research does, qualitative research gets an in-depth look at public opinion as well. There are some clear limitations with
…show more content…
The overall dissatisfaction they referenced in the scientific study was researched through qualitative data. Psychologists research people, so in this study research was collected in a social context. The study referenced the fact that people studying people makes it impossible to be totally objective, which is one of the biggest skepticisms, because it is hard for researchers to be totally objective when their values and attitudes should be acknowledge as a part of their research’s influence. Through the study it was determined that the most effective way to conduct their research would be through group interviews with open-ended questions allowing responders the opportunity to speak more freely and in-depth using their own words. Researchers would then be allowed to get a better sense of the person they were speaking with and the …show more content…
With qualitative research, customers are allowed more than a satisfaction rating scale and yes or no, they are allowed to explain their opinions, which gives specialist a deeper perspective when forming a hypothesis. With quantitative, specialists are allowed through data collection to run scenarios and possible outcomes for campaigns, or adjustments to campaigns through using past reactions and data collected. Unfortunately, if it is something that has never been done, it leaves them taking a shot in the dark, but may provide them with a little guidance if something similar has been done before. They both have their strengths and weaknesses, but together they are effective and a necessity when researching any potential campaign for a

Related Documents