LITERATURE REVIEW

AND RESEARCH Qualitative and Quantitative

research approach

DESIGN
 QUALITATIVE RESEARCH
It is a method that is focused on data collected through open-ended questionnaires.
It is more inclined towards “Why?” rather than “What?”
It helps in understanding the psychology of a consumer
It allows for in-depth insights based on responses given by respondents
The results of qualitative methods are more descriptive and the inferences can be
drawn quite easily from the data that is obtained.
 PROS AND CONS OF
QUALITATIVE RESEARCH
PRO CON
In-depth analysis Subjective in nature
Understand the actual mindset of Can not be generalized
respondents
Highly based on knowledge of the
High-quality data researcher
Flexible approach Answers to only those questions which
are asked
 TYPES OF QUALITATIVE
RESEARCH
One to One Interview
Focus group
Case study based research
Record keeping
Qualitative observation
Ethnographic research
 QUANTITATIVE RESEARCH
It is a numerical based research technique
Quantitative research collects information from existing and potential customers
using sampling methods
Online surveys, online polls, questionnaires, etc., are the tools used in quantitative
research
the results of which can be depicted in the form of numerical.
A thorough understanding of these numbers is required to predict the future of a
product or service and make changes accordingly.
 PROS AND CONS OF
QUANTITATIVE RESEARCH
PRO
Collect reliable and accurate data
Quick and on-time data collection
More alternatives towards data analysis
Eliminates human bias
CON
Sample and population mismatch
Lack of resources for data collection
Lack of control over respondents
Expensive method