Question 1

Is quantitative data always better than qualitative data because it uses numbers?

Accepted Answer

No, this is a common misconception. Neither is inherently 'better'; they serve different purposes. Quantitative data is excellent for identifying trends and patterns on a large scale (the 'what'). Qualitative data is essential for understanding the reasons, emotions, and context behind those numbers (the 'why'). The best research often uses a combination of both.

Question 2

Does a large sample size automatically mean the research is accurate and reliable?

Accepted Answer

Not necessarily. While a large sample size is important for quantitative research to be generalisable, the sample must also be representative of the target population. If the sample is biased (e.g., surveying only wealthy customers for a mass-market product), the results will be inaccurate regardless of the sample size. The sampling method is just as important as the sample size.

Question 3

Can a business make a major strategic decision based only on the findings from one focus group?

Accepted Answer

It would be very risky. A focus group provides rich qualitative insights but from a very small, non-representative group of people. The opinions expressed may not reflect the wider market. While the findings are valuable for understanding potential issues or generating ideas, they should not be the sole basis for a major decision. The findings should ideally be tested or verified using quantitative research or triangulated with other data sources.

Market research data

What you need to know

Market research data