Qualitative vs quantitative survey questions
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The document outlines the differences between qualitative and quantitative survey questions, detailing their definitions, benefits, and when to use each type. Quantitative research focuses on numerical data and definitive answer choices, while qualitative research gathers insights on behaviors and motivations that are harder to quantify. Both methods are essential for comprehensive insights, with quantitative providing statistical validation and qualitative offering valuable context.
Qualitative vs quantitative survey questions
- 2. Table of Contents Topics to be discussed Definitions Benefits Examples When To Use Each
- 3. Quantitative Research Collecting Information that can be expressed numerically. If your questions have a definitive set of answer choices, you are performing quantitative research. This research type allows you to have an exact number of responses for each answer choice, giving you definitive groupings for each type of respondent. DEFINITIONS
- 4. Qualitative Research Collecting information on personalized behaviors, habits or motivations. Qualitative research focuses on personalized behaviors and other things that can be hard to quantify like feelings, attitudes and habits. These pieces of information are harder to quantify and can be harder to translate into actionable takeaways for the researcher. But qualitative research provides essential context to support more statistical data. DEFINITIONS
- 5. Quantitative Research BENEFITS Validate Assumptions Survey More Effectively On Mobile Ideal for a Control Group Great if you want to Weight your Responses
- 6. Qualitative Research BENEFITS Gaining context on quantitative research Gaining unexpected answers or insights Getting a sense for customer feelings or perceptions Opening up insights for future surveys
- 7. HOW MANY TIMES DID YOU VISIT THE HOTEL POOL? I did not visit the hotel pool Once 2-3 times 4 or more times HOW LIKELY ARE YOU TO RECOMMEND THIS SERVICE TO A FRIEND? Very likely Somewhat likely Neutral Somewhat unlikely Very unlikely Quantitative Research EXAMPLES
- 8. HOW WOULD YOU IMPROVE YOUR EXPERIENCE? DESCRIBE THE LAST TIME THAT YOU PURCHASED AN ITEM ONLINE.Qualitative Research EXAMPLES WHY DID YOU CHOOSE TO TAKE PUBLIC TRANSPORTATION TO THE AIRPORT?
- 9. Quantitative Research INITIAL RESEARCH Ensure that you have defined the right target audience before collecting qualitative insights. STATISTICAL DATA Ensure statistically accurate data, such as mapping results to local and national Census data. BROAD INSIGHTS Get a 10,000 ft view. Shape product development and service interest in different demographics. QUANTIFIABLE BEHAVIORS How likely is someone to behave as you hope they will? MOBILE SURVEY ENVIRONMENTS These questions appear better and get better response rates on mobile. WHEN TO USE
- 10. Qualitative Research GAIN CONTEXT If you started with quantitative research, you can dig into trends that emerge. UNDERSTAND BEHAVIOR Better understand why people do what they do--opinions, beliefs, motivations, habits, etc. PERSONA DEVELOPMENT Further explore the types of customers you are targeting by adding context to their quantitative data points. CONVERSATIONAL ENVIRONMENTS Psychology, user experience research and in-person market research all rely heavily on Qualitative survey questions. WHEN TO USE
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