Q. I learned about qualitative and quantitative research back in college, so I think I know what they are. But I’m never sure which one to use. Can you help?

A. A little post-college review may help:

Qualitative research is done to reveal feelings and emotions connected with certain stimuli (using a particular product or service, seeing a particular ad or concept, etc.). Focus Group Discussions of various types, One on One Interviews (in person and telephone), Situational Interviews and Ideation Sessions are the most-used qualitative techniques.

Quantitative research is done to reveal behavior and/or descriptive information. Its purpose is to get some type of count — for example, size of target audience, average age of customers, etc. Surveys by telephone, mail and on the Internet are the most used quantitative methods.

Something you probably did not learn in college — there are many hybrid research projects, combining elements of both qualitative and quantitative research. They are usually done to get both feelings/emotions and counts. Done carefully, they can work well in certain circumstances. Examples would include Advertising Copy Testing, having respondents complete written surveys before or during Focus Group Discussions or asking for in-depth, open-end reactions (why do you say that?) on a mostly quantitative study.

Do you have a comment or a research-related question? Forward it to me for future FAQs!