Research

• Qualitative research is the gathering of non-statistical information that gives a company in-depth insight into the reasons for human behaviour
• Benefits of Qualitative Research

  • can be used to gain a detailed insight into why consumers behave the way they do
  • might highlight issues the business was not aware of as responses are more in-depth
• Drawbacks of Qualitative Research

  • it is expensive and time consuming to gather
  • difficult to analyse data to be able to compare it
• Quantitative research is the gathering of statistical data to inform the company about people's behaviour but does not identify the reasons
• Benefits of Quantitative Research

  • it summarises data in a concise and meaningful way
  • use of numerical data makes it easier to compare results
  • numerical data can be used to identify trends
• Drawbacks of Quantitative Research

  • it only shows what, rather than why
  • it can lack reliability and validity if the sample size is not big enough