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Slide Notes
Outsight Story is a full-service firm specializing in helping mission-driven organizations understand themselves, their constituents, and their marketplace so they can more effectively achieve their missions.
We're part of the Outsight Network, a network of expert advisors serving mission-driven organizations. We help leaders reignite their passion for mission and get things done more effectively.
We're part of the Outsight Network, a network of expert advisors serving mission-driven organizations. We help leaders reignite their passion for mission and get things done more effectively.
Qualitative vs. Quantitative
Published on Feb 14, 2018
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PRESENTATION OUTLINE
Outsight Story
We hear what people really say, and make it make sense for you
Outsight Story is a full-service firm specializing in helping mission-driven organizations understand themselves, their constituents, and their marketplace so they can more effectively achieve their missions.
We're part of the Outsight Network, a network of expert advisors serving mission-driven organizations. We help leaders reignite their passion for mission and get things done more effectively.
We're part of the Outsight Network, a network of expert advisors serving mission-driven organizations. We help leaders reignite their passion for mission and get things done more effectively.
Qualitative vs. Quantitative
5 ways they're different and when to use each
Everyone knows it's important to understand their market and audiences. But knowing how to do that can get complicated, and making the wrong decision can be expensive.
At Outsight Story we like making things easy. Here is our best advice for choosing qualitative vs. quantitative research for your next project.
At Outsight Story we like making things easy. Here is our best advice for choosing qualitative vs. quantitative research for your next project.
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Exploratory vs. Descriptive
- Qualitative research is good for exploring topics you don't know much about
- Quantitative research helps validate what you think you know with a larger audience.
How much do you know about what your audiences are thinking? Qualitative research is usually done first, to explore a new market or new idea. After you've done that, quantitative research can help you verify what you learned, and apply it to a larger audience.
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Population Size
- Qualitative research involves a smaller number of people (usually under 50) but collects a lot of information from each person
- Quantitative research involves more people (usually more than 200)
The biggest difference between qualitative and quantitative research is the total number of people involved. In qualitative research we try to learn a lot about a small number of people.
In quantitive research we aim to involve enough people so that we can estimate what the whole population will think or do, based on the answers of the people who have participated in the research. Usually that is 200 or more people.
In quantitive research we aim to involve enough people so that we can estimate what the whole population will think or do, based on the answers of the people who have participated in the research. Usually that is 200 or more people.
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Access
- If your audience is hard to reach, qualitative might be a better option
- If you have a large list of people who would respond to a survey, quantitative research is possible
Sometimes you don't have a good list of people to ask, or you want to listen to a unique group that is hard to reach. The more unique your audience, the more expensive it is to access them. If this is the case, qualitative is easier.
If you already have a large list in your database, and permission to email them, you can probably do a quantitative study.
If you already have a large list in your database, and permission to email them, you can probably do a quantitative study.
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Timeframe
- Are you short on time? Use a qualitative study.
- Do you have more than a few weeks before you need results? Consider a quantitative study. It usually takes longer to field a survey and do thorough data analysis.
Often the more people you want to talk to, the longer it will take. A small number of in-depth interviews can be completed in a week or so.
Designing and fielding a rigorous quantitative survey project can take a little longer. Because you are investing significant resources, you want to take the time to get it right, which involves thorough pre-testing of the survey instrument, and comprehensive statistical analysis techniques.
Designing and fielding a rigorous quantitative survey project can take a little longer. Because you are investing significant resources, you want to take the time to get it right, which involves thorough pre-testing of the survey instrument, and comprehensive statistical analysis techniques.
Photo by John-Morgan
Cost
- Qualitative usually is less expensive, but not always. Never make a research decision based solely on cost.
- Quantitative often costs more, but it also gives you more reliability. How certain do you need to be? What's the cost of being wrong?
Never make a methodology decision solely on cost. Both qualitative and quantitative methods can range widely in pricing, depending on lots of variables.
Always work with a trusted research provider who is willing to scale the research project up or down, depending on your overall objectives, and who will be honest with you about the level of certainty you need.
We suggest investing 10% of the overall cost of an initiative on market testing.
Always work with a trusted research provider who is willing to scale the research project up or down, depending on your overall objectives, and who will be honest with you about the level of certainty you need.
We suggest investing 10% of the overall cost of an initiative on market testing.
Outsight Story
Let us help you make sense of your big questions, www.outsightnetwork.com
Want to learn more? Outsight Story is the trusted research partner of mission-driven organizations across the United States.
Contact Tiffany Weigand, Director of Marketing and Research at tweigand@outsightnetwork.com for a no obligation consultation on your next research project.
Learn more about Outsight Story at www.outsightnetwork.com.
Contact Tiffany Weigand, Director of Marketing and Research at tweigand@outsightnetwork.com for a no obligation consultation on your next research project.
Learn more about Outsight Story at www.outsightnetwork.com.
