You are evaluating a new commercial among several representatives of the target audience. And one of the tasks is to understand whether the participants will buy the product after watching such a commercial. Let's say there were 3 focus groups of 8 people, i.e. 24 people and 15 people said that they would buy such a product after watching the commercial.
That is, it turns out to be about 62%. Would you use lebanon cell phone number list this metric to predict the likelihood of a purchase for all your potential buyers? Let's be honest - it's better not to. The error in such a forecast will be very large (more than 20% in fact). In fact, 24 people is very few for predicting such metrics. And it is advisable to take a larger sample and use a quantitative marketing research method.
As can be seen from the table above, both quantitative and qualitative marketing research have their pros and cons. But as practice shows, the best results in conducting marketing research can be achieved by combining both groups of methods. For example, by combining qualitative focus groups and a quantitative survey, you can significantly improve a quantitative questionnaire, formulate initial hypotheses, and more accurately set research objectives.
When dealing with complex marketing research issues (for example, when launching a new product or entering a new market), we strongly recommend considering combining quantitative and qualitative methods.