Before embarking upon the topic, it would be appropriate to elaborate the terms marketing research, qualitative research and quantitative research. Marketing research is the process of planning, collecting and analysing data relevant to a marketing decision. (Lamb et al, 2005:219) Qualitative Research is collecting, analyzing, and interpreting data by observing what people do and say. Whereas, quantitative research refers to counts and measures of things, qualitative research refers to the meanings, concepts, definitions, characteristics, metaphors, symbols, and descriptions of things. (Quoted in geocities.com) In simple words, qualitative research concentrates upon the reasons of the individuals’ views regarding some specific product or services, while quantitative research is eager to collect and gather the data to find out the percentage and ratio of the individuals using the product.
The characteristics of a qualitative interviewer are quite different from those of a quantitative research interviewer. Since a qualitative interview schedule is not a structured one, and is based upon open ended questions, there is some flexibility while conducting the research process. A good qualitative researcher contains an ability to probe from the respondents regarding the subject under study according to the situation; on the other hand a good quantitative researcher has command over submitting requests for the starting interview before the respondents.
A good qualitative researcher can skillfully start the topic of his own choice, which he has to sum up within the limited time prescribed in the instructions table, while a good quantitative interviewer maintains the interest of the respondent till the end of questions prepared in the interview schedule. A good qualitative research has capability of shaping the questions keeping in view the aptitude of the respondents; on the other hand, a good quantitative researcher bounds the respondents to stay with him until the interview schedule is over.
In a qualitative research process, a good researcher has dexterity to assess and judge the view point of the respondent; it is therefore, he avoids enquiring anything that may create uneven and unpleasant situation during the research process. On the contrary, a good quantitative researcher displays his proficiency in asking even obnoxious questions in a sugar-quoted way from the respondents. Similarly, a good qualitative researcher can estimate the biased ness and prejudiced by examining the expressions as well as body language of the respondent; while a quantitative researcher knows how to measure the level of prejudice.
A good qualitative researcher maintains command over examining latent and hidden information from the respondents; on the other hand, a quantitative researcher has learned how to quantify the same. A qualitative researcher has dexterity on maintaining the central position in a focus group discussion without losing his command in a population consists of respondents from different strata and age-groups; on the other hand, a quantitative researcher is well acquainted with handling of the situation while interviewing the new respondent regarding the same questions.
References
Lamb, Charles W. Jr., Hair, Joseph F. Jr. & McDaniel, Carl. (2005) Essentials of Marketing. Web.