Market research - EduqasTypes of data in market research
When businesses are deciding how to develop their products and services, they undertake market research. Market research can either be done by the company itself or taken from elsewhere.
Qualitative and quantitative data in market research
market research Market research is the process of collecting information about the market or what customers want that might help a business to be more successful and spot gaps in the market. produces dataFacts and statistics collected together for reference or analysis. that can be categorised as qualitative or quantitative data.
Qualitative data:
is usually expressed as opinions
includes descriptive information
is gained using open-ended questions, eg âWhat do you like about the product and why?â
It provides a business with detailed information that cannot be expressed in a graph or chart. While qualitative data gives detailed information, it can be time consuming and costly to gather and analyse.
Quantitative data:
is usually numerical data
is gathered through the use of closed questions, such as âyesâ or ânoâ responses, multiple-choice options or a rating
system
can generally be expressed in a graph or chart
It has the benefit of being simple and quick to analyse. It can also be analysed in a way that gives easy-to-understand results. However, quantitative data lacks specific opinions and doesnât always allow a business to see exactly what its customers think.