Qualitative & Quantitative Research
Business: Cambridge International GCSE (2027 Exams), topic 3.2.2
Qualitative and Quantitative Research
Businesses can benefit from both qualitative and quantitative research.
Qualitative research
- Qualitative research generally collects information about opinions and views rather than things that can be quantified.
- For example, research into whether customers think the customer service at Waitrose is good is qualitative research.
Quantitative research
- Quantitative research collects factual information on things that can be quantified and recorded easily.
- For example, research into the number of cans of Coca Cola sold in the UK last year is quantitative research.
Factors Influencing Accuracy of Market Research
- The sample size: a small sample may not represent the entire market.
- The method of data collection: surveys, interviews, or online polls may introduce bias.
- The honesty of respondents: some people may not answer truthfully.
- The timing of the research: market conditions can change over time.
- The way questions are phrased: leading questions can influence answers.
Test yourself on Qualitative & Quantitative Research
What type of research would gather information about how customers felt about the service at a bar?
Types of market research data