RESEARCH BASICS
Numbers tell you what happened. Conversations tell you why.
When to use which
Qualitative
Use it to explore: why customers left, what they feel, which ideas excite them. Small groups, deep answers.
Quantitative
Use it to measure: how many prefer option A, what share would pay. Larger samples, clear percentages.
Best of both
Most good studies talk to a few people first, then measure the findings with a bigger survey.
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Also read: Primary vs Secondary Research · Our books