Slide 11 of 17
Notes:
When conducting marketing and advertising research, we often start with the
quantitative aspect. Much like using primary and secondary data, we then
complement our findings with qualitative measures.
Simply put, quantitative data is data which is numerically expressed. It is then
easy to compare one set of answers to another. The problem with quantitative data
is that consumers both think and feel. Feelings are difficult to express in terms
other than qualitative ones. That's why we need to use both methodologies in
order to build a comprehensive picture of the consumer.