This paper provides a review into the distinctions between qualitative and quantitative market research methods, specifically tailored for the construction and building products sector. It aims to clarify when each type of research is most beneficial, outlining their differences in sample sizes, methodologies and expected outcomes.
Qualitative or Quantitative Construction Market Research
This document explores the use of qualitative and quantitative research methods in the construction market. Key points include:
- Differences between qualitative and quantitative research.
- When to use each method.
- Techniques for conducting qualitative research (focus groups, interviews).
- Techniques for conducting quantitative research (surveys, statistical analysis).
- Integrating findings into market strategies.
By understanding both qualitative and quantitative research methods, construction organisations can choose the most appropriate approach for their needs, leading to more effective market analysis. It addresses challenges such as selecting the right research method and integrating diverse data sources.
331
