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All 15 Flashcards — Qualitative versus quantitative research
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Question
What is qualitative research?
Answer
Collects opinions, feelings and reasons — the 'why' behind customer behaviour. Methods: interviews, focus groups.
💡 Hint
WHY — words + opinions
Question
Qualitative = WHY (words). Quantitative = ___
Answer
HOW MANY (numbers/statistics/measurements).
💡 Hint
How many
Question
When to use qualitative research?
Answer
When you need to understand WHY customers feel a certain way — explore motivations and opinions.
💡 Hint
Understand WHY
Question
When to use quantitative research?
Answer
When you need hard numbers to support a decision — measure demand, compare options.
💡 Hint
Hard numbers for decisions
Question
What is quantitative research?
Answer
Collects numerical data — the 'how many' or 'how much'. Methods: surveys with closed questions, sales data.
💡 Hint
HOW MANY — numbers + stats
Question
Qualitative methods: interviews, focus groups. Quantitative: ___
Answer
Surveys with closed questions, sales data, statistical analysis.
💡 Hint
Surveys + data
Question
Launching a new product — which research first?
Answer
Start qualitative (explore ideas with focus groups), then quantitative (survey to test demand at scale).
💡 Hint
Qual first → quant to confirm
Question
Qualitative = quality of ___. Quantitative = quantity of ___
Answer
Qualitative = opinions (words). Quantitative = numbers (stats).
💡 Hint
Words vs numbers
Question
Most businesses use ___ for a complete picture
Answer
Both qualitative AND quantitative research together.
💡 Hint
Both
Question
Why is qualitative data hard to analyse statistically?
Answer
It's words, opinions and feelings — subjective and varied, not easily turned into graphs or charts.
💡 Hint
Subjective + varied
Question
Match the research type to ___
Answer
The question you need to answer — WHY (qual) or HOW MANY (quant).
💡 Hint
The question
Question
Writing a business plan — which type convinces investors?
Answer
Quantitative — investors want hard numbers, statistics and market size data.
💡 Hint
Numbers convince investors
Question
If a question asks about research methods, mention ___
Answer
Both types — explain which suits the situation better and why.
💡 Hint
Both + explain preference
Question
Qualitative uses ___ samples with ___ depth
Answer
Smaller samples with more depth — fewer people, richer insights.
💡 Hint
Small + deep
Question
Quick: Qual = words + depth. Quant = ___
Answer
Numbers + breadth.
💡 Hint
Numbers + breadth
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Full study notes for Qualitative versus quantitative research
Topic 4.4 hub
Market research
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