This session consists of discussing the possible types of research available, whether that is exploratory, testing, evaluative or analyse specific questions. Mark wants us to understand that quantitative and qualitative data will be gathered and analysed very differently. The difference being the quantitative data is numerical based, whereas quantitative data can evaluate consumers behaviours, values and opinions.
Quantitative:
Questionnaires - can measure a high number of people in a short space of time
Lab/field experiments -
Observations -
Qualitative:
Focus groups -
Interviews -
Case Studies -
We also touched on PESTLE analysis as well as Porter's 5 forces, linked together with our client.
