Quantitative Research

Quantitative research is considered to have as its main purpose the quantification of data. This allows generalizations of results from a sample to an entire population of interest and the measurement of the incidence of various views and opinions in a given sample. Yet, quantitative research is not infrequently followed by qualitative research which then aims to explore select findings further.

 

Qualitative Research

Qualitative research is considered to be particularly suitable for gaining an in-depth understanding of underlying reasons and motivations. It provides insights into the setting of a problem. At the same time, it frequently generates ideas and hypotheses for later quantitative research.

 

With Southwest, both research types has to be done, for a quantitative research results a survey is normally the best way to gather information. With qualitative research results comes in many forms. Usually Quantitative Research will happen first, so you can have a baseline.Once you have that baseline, that’s where the Qualitative Research comes in.  Here are some examples of Qualitative Research methods: one on one interviews, case study research, record keeping, process of observation, ethnographic research and focus groups. Quantitative and Qualitative Research can be used both to gauge how you are doing with your customers and also how your business is doing as a whole.