Quantitative research is when information is gathered by large companies gather large amounts of information. This means getting information from many audiences to get their opinion on their product. In doing this they can get a wide range of opinions on how to improve or how to target a particular audience. They would usually do his with surveys and questionnaires done over the phone or Internet questionnaires that appear as pop ups.
Qualitative research is when the companies interview there individual customers to find out their opinion and feeling for their product and also how they would talk about it to their friends. It is a very direct and personal opinion compared to quantitative research. Its about getting inside your customers head and seeing how you could improve your product. It produces accurate and local results so that the company can tailor that product to a tighter audience instead of a wider one.
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