Quantitative and qualitative research

The difference between quantitative and qualitative market research is that

• Only the former method can be statistically analysed

• The former method uses a large sample size

• The former relies on primary research whilst the latter relies on secondary

• The latter method relies on a much larger number of respondents to get a statistically valid set of answers

Market research that gathers the opinions, ideas, views and thoughts of consumers in a non-statistical manner is

• Desk research

• Field research

• Quantitative research

• Qualitative research

Research carried out via in-depth interviews in order to determine the reasons behind consumers' attitudes and opinions is best described as

• Market research

• Qualitative research

• Quantitative research

• Secondary research

Market research that gathers statistical data is known as

• Desk research

• Field research

• Quantitative research

• Qualitative research

The main purpose of a researcher using qualitative research is to

• Communicate statistical analysis of factual findings

• Formulate organizational decision making

• Gather the views of a small group of people before the mass launch of a product

• Understand the behavior, attitudes and perceptions of selected sample

Which of the following cannot be applied to quantitative market research?

• Deals with questions such as how much, how many and how often

• Is based on numerical data and information

• Is based on only using primary research techniques

• Uses hard data and facts to aid statistical analyses

Questionnaires can be used to collect qualitative and quantitative data

• True

• False