MR - Types of Marketing Research [LESSON]

Types of Marketing Research

Marketing research can be divided into two broad types of research: Qualitative and quantitative. Qualitative Data gathering techniques are focused on the observations made in a study rather than the raw numbers. Quantitative research uses numerical analysis; this approach reduces the data into numbers. Most marketing research combines qualitative and quantitative methods.

Qualitative Research Quantitative Research

Smaller numbers of people (<100)

Answers "why" or "how"

Methods:

  • In-depth, one-on-one interviews
  • Small group settings
  • Observations

Large samples of people

Answers "how much" or "how many"

Methods:

  • Surveys
  • Questionnaires

 

The types of research businesses use depends on what problem they are trying to solve. View the presentation below for information on the types of marketing research a business uses.

Types of Marketing Research Activity

 

[CC BY 4.0] UNLESS OTHERWISE NOTED | IMAGES: LICENSED AND USED ACCORDING TO TERMS OF SUBSCRIPTION