Do surveys tend to gather qualitative or quantitative data E

Do surveys tend to gather qualitative or quantitative data? Explain why

Solution

The objective of market research is about finding information. Surveys are the most common tool that the researchers use to collect data that corresponds to valuable information. A survey can be used to gather both qualitative as well as quantitative data depending on the need and purpose of the research. Both qualitative research and quantitative research have their respective purposes and fulfils varying needs of the market researchers.

Qualitative research is more about thought and behaviour exploration of the target audience. As the name suggests, every value is quantified in the form of a number. It is helpful when the researchers are not looking for specific answers but rather want to draw conclusions from the consumer behaviour and thought process of the survey participants in certain situations. In qualitative type of research, survey respondents are usually provided with prompts through which they can write out their thoughts. Researchers and Marketers, can use the survey data collected in qualitative research to develop future products or design services that caters to the specific needs of the target audience.

Quantitative research, on the other hand, is all about numbers. The output or the survey data that a quantitative research provides can be directly analysed. Survey respondents are required to provide a certain numerical value against each question asked in the survey. These values are then statistically analysed and are used for formulating ideas. An example of a quantitative research is the one in which the participants of the survey are asked to rate a particular customer service on a scale of 1 to 10 and the value of the score is then analysed to assess the quality of the service and make improvements wherever necessary.

Whether to collect qualitative or quantitative data totally depends on the need of the researchers and marketers and on the purpose of the market research. Different organisations make use of different research methodologies based on their current needs.