Qualitative Vs Quantitative Research

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Every marketer knows that to get accurate results for a marketing campaign you need to do your research. Having the correct research will allow you to conduct a more effective campaign. Utilizing surveys will help you get the answers you need to better market towards your target audience.  Now the question becomes, what type of survey research should you conduct? There’re two types of research that were going to focus on, qualitative and quantitative. Qualitative research usually asks open ended questions in which the survey participant types in their responses freely. Quantitative research normally has multiple choice survey questions.  A marketer will construct a qualitative survey to gain a deeper understanding of consumer behavior. Why do they do certain things? Or Why did they think that way? Quantitative surveys on the other hand is used to quantify data and generalize results from a sample of a population. This is a more statistical approach to getting the answers you need. Before you decide on what type of survey you want to conduct, just think about the survey objective and how a either a qualitative or quantitative response will better answer that objective.

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