Qualitative vs. Quantitative

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We have talked a lot in this course about quantitative v. quantitative research. Which is better? When do we use which?

For me, I like qualitative better. I like to hear why people like a brand or product, why it is special to them. I think qualitative research helps a company become more personal to their publics.

I realize that qualitative research is hard to generalize, and is not perfect for everything, but I think it does have a lot of value.

I think qualitative v.s. quantitative shows a difference between PR and advertising. Advertising research has a specific focus- to sell something. PR is more about getting people to think positively about a brand, it is about getting the feeling you can only find through qualitative research.

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This page contains a single entry by ginn0014 published on December 6, 2012 4:31 PM.

Target GLBT ad was the previous entry in this blog.

Consumers Lie? is the next entry in this blog.

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