Weighing up qualitative and quantitative research

Stephen Connell

A case is made for giving qualitative information an equal role with quantitative research in an increasingly numerate culture.

Weighing up qualitative and quantitative research

Stephen Connell, MORPACE International, shows how qualitative tracking can help build customer partnerships

This article looks at the ways in which both types of research evidence are used in the business-to-business side of the telecommunications industry. And it makes a case for giving qualitative information an equal role in an increasingly numerate and quantitative culture; and for reconsidering respondent anonymity as a default option in market research.

The respondents from our research are engineers, marketers and business planners in telephone companies and operators (Cellnet, Orange and Telewest are some of the UK companies...

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