The Roles of Qualitative & Quantitative Research


In-depth qualitative research provides information about how the consumer feels about the product,
talks about the product, uses the product and makes decisions about the product. It also uncovers the attributes
of the product and the brand that consumers feel are important. In-depth qualitative research uncovers what is
important to consumers. This information provides inspiration and direction for writing an effective
quantitative research questionnaire and developing a powerful research design.