Nicole S. answered • 03/09/20
Degree in Communications & Marketing with 7+ Years of Experience
Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication. These methods are designed to help reveal the behavior and perception of a target audience with reference to a particular topic. Some qualitative research methods are an in-depth interview, focus groups, ethnographic research, content analysis, case study research that are usually used. The results of qualitative methods are more descriptive and the inferences can be drawn quite easily from the data that is obtained.
Quantitative methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques
