Market research surveys are designed to help companies assess customer attitudes and behaviors, supporting the development or revision of marketing strategies and plans.
Surveys can be either qualitative or quantitative:
Tweraser Group has conducted hundreds of professional market surveys, both qualitative and quantitative, using expert research controls to ensure accuracy, relevance, and actionable insights for corporate or marketing strategy development.
Understanding the distinction between qualitative and quantitative surveys is vital for planning a successful marketing research study or public opinion survey.
Type 1: Qualitative Market Research
Qualitative market research focuses on quality, not quantity. It involves talking to a relatively small number of people in the target audience. The purpose is to explore the depth and range of buyer attitudes and beliefs, rather than measuring incidence, projecting, or forecasting quantities.
Popular qualitative methods include:
We classify these methods as “market surveys” because they measure the depth and range of buyer perceptions and needs, rather than numerical quantity. It is important to avoid improperly projecting quantitative results from qualitative surveys.
The professional quality and validity of Type 1 surveys depend on the survey design, the experience of the moderator or principal interviewer, and the interpretation of results by the market research consultant or marketing analyst.
Type 2: Quantitative Market Research Studies
Quantitative market research focuses on quantity. These studies describe, gauge, and forecast measurable trends, often projecting results to the broader marketplace using various sampling strategies.
Popular quantitative methods include:
At TG, we recommend the most appropriate data collection technique — phone, face-to-face and web interviews, or traditional mail — based on the research objective, time requirements, and quality control considerations.