Qualitative Research

Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication.

This method is not only about “what” people think but also “why” they think so. For example, consider a convenience store looking to improve its patronage. A systematic observation concludes that the number of men visiting this store are more. One good method to determine why women were not visiting the store is to conduct an in-depth interview of potential customers in the category.

On successfully interviewing female customers, visiting the nearby stores and malls, and selecting them through random sampling, it was known that the store doesn’t have enough items for women and so there were fewer women visiting the store, which was understood only by personally interacting with them and understanding why they didn’t visit the store, because there were more male products than female ones.

Therefore, the qualitative research methods allow for in-depth and further probing and questioning of respondents based on their responses, where the interviewer/researcher also tries to understand their motivation and feelings. Understanding how your audience takes decision can help derive conclusion in market research.

Quantitative Research

Quantitative research is defined as a systematic investigation of phenomena by gathering quantifiable data and performing statistical, mathematical, or computational techniques. Quantitative research collects information from existing and potential customers using sampling methods and sending out online surveys, online polls, questionneries, etc., the results of which can be depicted in the form of numerical. After careful understanding of these numbers to predict the future of a product or service and make changes accordingly.

Quantitative research is mostly conducted in the social sciences using the statistical methods used above to collect quantitaive data from the research study. In this research method, researchers and statisticians deploy mathematical frameworks and theories that pertain to the quantity under question.

Quantitative research templates are objective, elaborate, and many times, even investigational. The results achieved from this research method are logical, statistical, and unbiased. Data collection happened using a structured method and conducted on larger samples that represent the entire population.

Pre Poll Surveys

MM Solutions has to credit the second largest prepoll survey in the country with 583000 sample size in a single state for 2019 General Elections. The survey helped the client in ensuring an overwhelming victory.

Our research is scientific, reliable and all results are reported to you in easy to understand cross tabulated graphics.