NORTHERN PLANNER

Right, back to that ‘to do list’.

How do you decide between quant research or qual? Some of that will be governed by the type of client you have, or the agency you work in for that matter.

But in the end, it will depend on the the information you want.

Quant is:

Measurment

Logig, deductive

Hard facts

Literal

How much questions

How many questions

Qual is:

Understanding

Initiative

Feelings, emotions

Descriptive

Interpretive

Why questions

In what way questions.

Put another way, quant research is for when you know what question to ask, you know what you want to prove, and NEED to prove it.

Qual is for probing, and it’s cheaperm not to mention much quicker. If you need to explore and gain new understanding, that’s what qual’s for.