What is the difference between qualitative and quantitative research?

Qualitative research is primarily concerned with exploring and understanding people's thoughts, feelings, and motivations. It often employs methods such as interviews, focus groups, or open-ended surveys to gather detailed insights that provide context to consumer opinions. This type of research is valuable for uncovering underlying patterns and explaining the 'why' behind certain behaviors or attitudes.

On the other hand, quantitative research is focused on quantifying data and often involves statistical analysis. It aims to gather measurable data that can be analyzed numerically, such as through structured surveys with closed-ended questions or experiments. This research type provides a broader overview of trends, patterns, and relationships between variables, which can be represented in graphs or tables.

The distinction captured by the correct answer underscores the complementary nature of these two approaches in research methodologies — qualitative research allows a deep dive into people's perspectives, while quantitative research offers a broader numerical analysis of trends across larger populations. Understanding both is essential for effective marketing strategies.