ADVANTAGES OF QUALITATIVE RESEARCH

 Qualitative research is capable of capturing attitudes as they change. Opinions can

change and evolve over the course of a conversation and qualitative research can
capture this.
 Qualitative research methods are not bound by limitations in the same way that
quantitative methods are. When gathering non-numerical data there is an opportunity
for explanations that reveal more about the data.

ADVANTAGES OF QUALITATIVE RESEARH

Quantitative research is concerned with facts & verifiable information.

Quantitative research is primarily designed to capture numerical data - often for the
purpose of studying a fact or phenomenon in their population. This kind of research
activity is very helpful for producing data points when looking at a particular group -
like a customer demographic. All of this helps us to better identify the key roots of
certain customer behaviors.

Businesses who research their customers intimately often outperform their

competitors. Knowing the reasons why a customer makes a particular purchasing
decision makes it easier for companies to address issues in their audiences. Data
analysis of this kind can be used for a wide range of applications, even outside the
world of commerce.