Objective / purpose
The objective and purpose of quantitative research, is to gain an understanding of underlying reasons and motivations related to a specific subject and to provide insights into the setting of a problem, generating ideas or assessment for later quantitative research and to uncover trend patterns, without asking open questions to gain information that can easily be sorted through to find out key information.
Sample
A small number of non representative cases, respondents are asked to fulfil a given quota.
Data collection
Unstructured and semi structured techniques such as individual depth interviews and discussions within a group.
Data analysis
Non statistical
Outcome
Findings are overall not conclusive and cannot be used to make assumptions about the population in question. Develop an initial understanding and sound base for further decision making.
http://themarketingdirectors.files.wordpress.com/2011/04/qualitative_vs-_quantitative_research.jpg
Quantative Research
Objective / purpose
The objective and purpose of qualitative research is to gather a large amount of data from a selected population of interest, to measure variation in views and opinions. Quantitative research is gathered without asking open questions to gain information that can easily be sorted through to find out any necessary key information.
Usually a large number of cases representing the a small amount of the population of interest, typically randomly selected respondents.
Data collection
Techniques such as online questionnaires, face to face interviews in public and telephone interviews.
Data analysis
Data is typically in the form of tabs, allowing findings to be conclusive and usually descriptive in nature, making for an easy analysis.
Outcome
Used to recommend a final course of action.
http://www.snapsurveys.com/qualitative-quantitative-research/
http://themarketingdirectors.files.wordpress.com/2011/04/qualitative_vs-_quantitative_research.jpg
Quantitative research can be gathered by conduct research in focus groups, this is when a group of people gather together with researchers and ask specific questions to help them determine what is best suited to be featured in a product or what they like and dislike about already existing products.
Below is an example video of a focus group, this example features mothers of all ages and background discussing games across all platforms and what interests and disinterest them. This focus group is designed to gather specific information, by asking specific questions so researchers can get a specific idea of what this certain gaming audience is interested in when it comes to gaming. By gathering and reviewing research from a focus group, you have a more in depth look at what people want in a product, which can help an individual or a company find out what is popular at the moment and when it comes to games, find out what platform their game should be released on in order to make the most money from it.
Quantitative research can also be used as a method of marketing as seen in the video below.
In this video a mother has been brought in, so the company that created the game Deadspace can see what she thinks of the game by recording video evidence of her reaction. The way in which they title this video and other versions of the video with the same title is that mothers hate this game, which somehow attracts more people to play it, this is a very clever marketing scheme, it definitely shown positive results.
Profiling
Classification by employment
Classification by employment is a method of classification that separates different types of workers from each other, making them easier to target when conducting research or gathering general data. People that fit into a certain classification will be expected to have great similarity with others on the same classification. For example, people that fall under the lower classifications, in which they have jobs deemed less desirable, with less pay would be targeted by companies such as Aldi to encourage people in this classification to shop at their store as the prices are lower then supermarkets such as M&S would target people that fall under the higher classifications as they would have more money to pay for higher priced goods and groceries.
Below is a chart which compares class and employment to the income of certain people. This could be used for companies looking for a particular market, the higher class people with the bigger income would be more likely to buy the more expensive cars, so companies such as Ferrari would target the people with the higher income and companies like Ford, would target people with the lower income, offering more affordable cars.
Below is a diagram, that is used to determine classification by employment and income in Canada, this would be used so people can determine their classification and how their income is relevant to their classification by employment.
http://www.statcan.gc.ca/pub/75f0011x/2013001/img/c-g2class-eng.gif
Psychographics
Demographics explain who the buyer is, while psychographics explain why they buy a product. Knowing what the day in the life of your buyer looks like is valuable when creating a marketing strategy. When you see an advertisement for a product such as the latest I-Pad and you recognize that your are very tempted to buy the product, that means that the people behind the creators of the advertisements have researched greatly into the psychogaphics of this specific category that the product falls under, meaning they know exactly who to target the product at and how to target that product. They do this successfully by researching into how people are attracted to a product, what people want in a product and making the product seem very desirable and purchasable, this could even effect how you see a product advertised, such as on a bus or billboard near your own home.
Below is a chart that describes the different psychographic classifications in depth and separates them from others. The terms used to describe the different psychological traits certain groups of people have, could be used by companies who want to target people with a specific mind set, as certain groups of people would be more likely to buy a product than others.
Geodemographics
Geodemographics is the term used to separate different areas around the world to help companies to target specific areas to sell their product to or perhaps open a store in. If an area in Manchester for example, geodemographically, if a company decide that they were going to open a store selling designer clothes, they would be sure to research into the geodemographic aspects of the city, before deciding where to put the store. After accumulating all the necessary research, a company would decide to put the store in an area where they would be most likely to make the most money, in order to crate a successful business, which the area could also benefit from. If this specific store was located in a council estate rather than a city center, along with other stores, business for this store would be a lot less desirable and not much money, if any would be made by that store, meaning that the store would have to close down.
Below is a map that shows the geodemographics for a specific area, naming the different areas, making it visible which areas contain the people with the most money and the highest incomes.
http://www.geofutures.com/wp-uploads/2009/12/NIMA_Croydon_zoom_OAC.jpg
General prodiling
As well as the more technical terms used to profile audiences, there are the more obvious ways to profile, compared to geodemographics, such as simple things like age, gender and personal interests. For example, certain products made a a specific field in an industry, may be suitable for females and not for males, such as toys for children. Most male children would be interested in toys such as toy soldiers, halo megablocks and action men, as girls are typically interested in toys such as Barbie, Hello Kitty and Bratz. The less confusing ways of profiling, though more straight forward, are typically more important. Ways of profiling such as gender show a massive difference in what the two genders might prefer, even if a small amount of males like Barbie, the majority would not and that is why profiling methods such as comparing age and gender are much faster ways to separate audiences and determine the audience for a specific products.
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