How many people find your product interesting?
How many people prefer your product to your competitors' offering?
How much has your brand awareness philippine cp number increased this year compared to last year?
The above questions will allow us to investigate how frequently a phenomenon occurs among the people surveyed, and the results can be clearly presented in numerical or graphical form. Another advantage of this method is the strict standardization of measurement tools, which allows comparing results obtained from different sources and at different times. Simplicity of the questions, on the other hand, allows a large group of subjects to be surveyed in a relatively short period of time. Quantitative research is usually carried out in the form of questionnaires or surveys.
Qualitative research, i.e. data alone is not enough
Unlike quantitative research, qualitative research is process-oriented. Characteristic questions will be "how?" and "why?", for example:
How have we promoted the brand in the last year?
Why do you prefer our product over our competitors' offering?
We then give the respondent a wide range of freedom in formulating his or her response. Not only will this allow us to gain in-depth, unique information about a particular phenomenon, but it will often draw our attention to issues that were previously overlooked. However, the results obtained in qualitative research will be unrepresentative and incomparable, making their analysis much more difficult. The basis of qualitative research is often the results obtained in quantitative research. Only when we have these can we see which phenomena we should focus our questions on. Unfortunately, the exhaustive nature of this form of market research will mean a higher cost of time and, consequently, a much smaller group of respondents. Qualitative research can be conducted in the form of an interview or experiment/observation.
For a more extensive discussion of specific quantitative and qualitative interview methods, I invite you to go here.