What is the difference between qualitative and quantitative research?

The distinction between qualitative and quantitative research lies primarily in their focus and methodology. Qualitative research is centered around understanding deeper insights into behaviors, motivations, and experiences. It seeks to explore the "why" and "how" of decision-making processes through methods such as interviews, focus groups, and open-ended surveys. This approach allows researchers to gain nuanced perspectives that are often rich in detail and context.

In contrast, quantitative research emphasizes numerical data and statistical analysis. It answers questions related to "how many," "how much," or "to what extent." This type of research often involves structured methods such as surveys with fixed responses, experiments, and observational studies where data can be quantified and analyzed using statistical techniques.

The correct answer highlights this core difference, noting that qualitative research aims to understand behavior, while quantitative research relies on numerical data to facilitate analysis and comparison. This foundational understanding is crucial in selecting the appropriate research method for specific marketing objectives and questions.