Many times those that undertake a research project often find difficult to decide whether they use Quantitative Research or Qualitative Research. They are not well aware of the differences between these two research methods. Many mistakenly think the two terms can be used interchangeably.
So why and when to use Qualitative Research?
Qualitative research can help you…
- Develop hypotheses for further testing and for quantitative questionnaire development,
- Understand the feelings, values, and perceptions that underlie and influence behavior
- Identify customer needs
- Capture the language and imagery customers use to describe and relate to a product, service, brand, etc.
- Perceptions of marketing/communication messages
- Information obtained in quantitative study and to better understand the context/meaning of the data
- Generate ideas for improvements and/or extensions of a product, line, or brand
- Uncover potential strategic directions for branding or communications programs
- Understand how people perceive a marketing message or communication piece
- Develop parameters (i.e., relevant questions, range of responses) for a quantitative study
Situations where qualitative research is often used:
- New product idea generation and development
- Investigating current or potential product/service/brand positioning and marketing strategy
- Strengths and weaknesses of products/brands
- Understanding dynamics of purchase decision dynamics
- Studying reactions to advertising and public relations campaigns, other marketing communications, graphic identity/branding, package design, etc.
- Exploring market segments, such as demographic and customer groups
- Studying emotions and attitudes on societal and public affairs issues
- Assessing the usability of websites or other interactive products or services
- Understanding perceptions of a company, brand, category and product
- Determining consumer language as a preliminary step to develop a quantitative survey
Do not expect qualitative research to…
- Count, measure or offer statistical validation
- Determine the best product concept or price point; or establish the importance of specific customer needs or satisfaction criteria
- Be a substitute for quantitative research because of time and/or budgetary constraints when quantitative evaluation is critical
If you need help to conduct qualitative research in Cambodia, contact us: vuthy@mrtsconsulting.com