Mareco Polska - Metody i techniki

Ośrodek Badania Opinii Publicznej i Rynku

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methods & techniques

METHODS&TECHNIQUES

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QUALITY STANDARD

qualitative and quantitative research

The choice of research methods to particular projects depends on several elements, such as accessibility of sources, the population to be examined etc. Thus, it is especially important to understand the advantages and limitations of particular techniques.

George Gallup’s invention of scientific method of election outcome forecasting in the USA in the 1930s enabled the development of quantitative studies and generalization thereof in other fields of social research. At present, quantitative research is the main method of public opinion and marketing research.

The 1920s are regarded as the beginning of qualitative studies in social sciences. Qualitative techniques are used to accomplish various research objectives. These methods are usually ushered in when consumer’s views, motivations and cognition schemes are needed to be examined.

Similarly as with quantitative research, a whole range of qualitative techniques is available and the selection thereof depends on the needed information and accessible sources. The two qualitative techniques most commonly used in marketing research are: In-Depth Interview and Focus Group Interview.

The main features which distinguish all qualitative methods are: non-probabilistic sampling, small samples and interactive interviewing.

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