You can tailor your custom surveys to leverage quantitative and qualitative research and get results that matter. With quantitative data, you get the numbers that support the broad and general points in your research. Qualitative data, on the other hand, will bring in details and depths to help understand implications of the quantitative data.
Differences between quantitative and qualitative research
Cold and hard facts are collected with the help of quantitative research. It uses numbers and statistics to collect structured data. It is very useful when you want to draw general conclusions from your research. Qualitative research, on the other hand, seeks to collect information that will describe a topic more than measure it. It is used in collecting impressions, opinions, and views.
Unlike a quantitative survey, a qualitative survey is less structured and discusses the topic in-depth in order to understand people’s motivations, thinking, and attitudes. However, this attempt to bring more in-depth understanding of your research questions only makes it harder to analyze. Survey consulting firms can offer more insights into use of these methods of surveying.
When to use qualitative and quantitative research
Quantitative methods help you see the big picture while qualitative approach provides the details. The latter can also give a human voice to the results as you interpret them.
Here are some insights on using these methods for your custom surveys:
Formulating hypotheses: Qualitative research helps gather detailed information on a topic. You can use it to discover problems or opportunities that people are thinking about and initiate research with that.
Validating your hypotheses: Quantitative research gives numbers on which you can then apply statistical analysis to validate hypothesis. You get statistical facts that guide you to make decisions.
Finding general answers: It is easier for respondents to do a multiple-choice survey than a series of interviews or focus groups and so, qualitative research gets fewer respondents than quantitative research.
You can use qualitative research to answer more general issues such as whether or not people prefer you to competitors, which are the most important services at your company and which ads create most impact.
Incorporating the human element: Human voice is included when you include quotes from open-ended questions from respondents. This is used to add a voice to the results.