How to combine qualitative and quantitative research?
Posted: Mon Jan 06, 2025 6:59 am
Today, the way market research is conducted focuses on the use of both qualitative and quantitative methodologies. In many cases, a single-approach methodology will not satisfy an organization's objectives. There may be small operations that specialize in a single discipline (qualitative or quantitative), however, they are very unlikely to work in complete isolation, preferring to look for integrated research solutions. So why combine qualitative and quantitative research?
The desire to obtain results quickly to make key decisions can often result in a short-sighted approach when designing our research, which, when completed, leaves you wanting to know more.
Characteristics of quantitative research
Let's learn some aspects of quantitative research:
Quick response
Using a large number of questions
Solid sample size
The results are statistically valid for use in a business case.
Let’s use a market research study on packaging design as an example. The client has 4 possible south africa phone number designs to choose from, so a survey is ideal for understanding in a simple and effective way which design their target market prefers. What if I want to dig deeper and find out the reasons behind the respondents’ decisions?
What does it take to combine qualitative and quantitative research?
The options are endless when it comes to combining quantitative and qualitative methodologies to create an impact on your business, however the approach you want to carry out should be the one that best suits your needs, the one that is ideal for each research project.
The best way to start is to determine what outcome you want to achieve – in short, what do you want to discover or learn? Not only do you need to analyse which methodologies will best meet your needs, but how best to implement them – can both methodologies be run at the same time and complement each other’s results? Or do they need to be run in sequence so they reinforce each other?
I invite you to read: Qualitative, quantitative research or both?
Parallel execution of qualitative and quantitative research
It is used in cases where solid statistical results are desired along with clear reasoning as to why those results were obtained.
For example, when tasting a new food, quantitative data may be required to blindly test a new product. A random group of respondents can also be recruited to participate in qualitative interviews to fully understand the reasons behind their choices in the tasting exercise.
The desire to obtain results quickly to make key decisions can often result in a short-sighted approach when designing our research, which, when completed, leaves you wanting to know more.
Characteristics of quantitative research
Let's learn some aspects of quantitative research:
Quick response
Using a large number of questions
Solid sample size
The results are statistically valid for use in a business case.
Let’s use a market research study on packaging design as an example. The client has 4 possible south africa phone number designs to choose from, so a survey is ideal for understanding in a simple and effective way which design their target market prefers. What if I want to dig deeper and find out the reasons behind the respondents’ decisions?
What does it take to combine qualitative and quantitative research?
The options are endless when it comes to combining quantitative and qualitative methodologies to create an impact on your business, however the approach you want to carry out should be the one that best suits your needs, the one that is ideal for each research project.
The best way to start is to determine what outcome you want to achieve – in short, what do you want to discover or learn? Not only do you need to analyse which methodologies will best meet your needs, but how best to implement them – can both methodologies be run at the same time and complement each other’s results? Or do they need to be run in sequence so they reinforce each other?
I invite you to read: Qualitative, quantitative research or both?
Parallel execution of qualitative and quantitative research
It is used in cases where solid statistical results are desired along with clear reasoning as to why those results were obtained.
For example, when tasting a new food, quantitative data may be required to blindly test a new product. A random group of respondents can also be recruited to participate in qualitative interviews to fully understand the reasons behind their choices in the tasting exercise.