What is the primary difference between qualitative and quantitative research?

Qualitative research is primarily concerned with exploring ideas, emotions, and motivations behind consumer behavior. It aims to understand the "why" and "how" of decision-making rather than just the "what." This type of research often involves interviews, focus groups, and observations, allowing researchers to gather in-depth insights that reveal the underlying reasons for certain behaviours or preferences.

On the other hand, quantitative research focuses on gathering numerical data that can be statistically analyzed. It aims to quantify the problem and understand how prevalent it is by looking at measurable data. Surveys with closed-ended questions, experiments, and various forms of statistical analysis are typical methods used in this research.

The distinction is crucial because it highlights that one approach may be more suitable than the other depending on the research objectives. Qualitative research is beneficial for generating hypotheses and gaining a deeper understanding, while quantitative research is essential for testing those hypotheses and establishing patterns. This fundamental difference underlies the selection of research methods based on the desired outcomes of the study.