How does qualitative research differ from quantitative research?

Qualitative research is centered around understanding the deeper meanings, opinions, thoughts, and motivations of individuals. It prioritizes exploring the "why" behind human behavior, using methods such as interviews, focus groups, and open-ended surveys. This approach allows researchers to gather rich, detailed insights that reveal how and why people think and feel in certain ways.

In contrast, quantitative research primarily deals with numerical data and statistical analysis, seeking to measure and quantify aspects of a particular population or phenomenon. It typically focuses on testing hypotheses or examining relationships through structured data collection methods like surveys with closed-ended questions.

The essence of qualitative research is its exploratory nature, making it particularly valuable in fields like marketing, where understanding consumer preferences and motivations is crucial for effective strategy development. Thus, the emphasis on opinions and motivations highlights a primary distinction between these two research methodologies.