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What are the differences between quantitative and qualitative research?
Both quantitative and qualitative research methods are widely used and well established within the marketing research field. Quantitative research is typically conducted on a large scale using telephone or internet surveys to collect data. Qualitative research is done on a smaller scale using data-gathering methods such as focus groups or one-on-one interviews. To generalize, qualitative research is usually better for exploring, understanding and uncovering, while quantitative research is more useful for confirming and sizing populations. Each research methodology has its advantages and drawbacks, depending on the type of research.
