Quantitative : Deals with numbers, with hard facts
Qualitative : Deals with opinion with subject issues
Quantitative
Typical quantitative data includes physical counts of such things as :- Who buys a particular data : classified by some form of data that will assist segmentation ( age, gender,etc )
- Where people buy : where the product is stocked, etc
- When sales are made : which part of which day of which month, etc
- How purchases are paid for : cash, cheque, credit card, etc
All the information collected in a dealer audit, for example, is quantitative
Most internal data is also quantitative :
- Sales figures againts sales budget
- Sales revenue againts revenue budget
- Production quantity by each machine, againts production budget, etc
Qualitative
Information that cannot be obtained as hard numbers.
These are kinds of things we need to know :
- Why somebody bought a product offer
- What they thought of it
- Whether they intend to buy it again
- How people rank our organisation or product offer againts the competitors
- How to improve the taste or colour to improve the offer
All of these issues involve a quality judgement that is subjective. Subjective judgement relate to a person's feelings, and often come from the subconscious rather than the conscious or logical mind.
In quality judgements the perception of each individual can differ.
The 3As
Awareness, Attitude, and Action.
First the customer must become aware, the develop a positive attitude. Only then will the customer take action - by buying the product offering.
We then need to keep the customer's attitude positive so that he or she will want to repeat the purchase. ( Remember : Marketing profits come from long-term customers. )
Most marketing communications is focused on creating awareness and building attitude. We need our potential customers and consumers to firstly be aware that we exist - and then we need to build a positive attitude. Only when people have positive attitude will they consider taking action.
Measuring feelings and opinions
The two most ways of evaluating subjectives responses are based on asking people to rate their answer.
Likert scaling
(a) Agree strongly
(b) Agree
(c) Are uncertain
(d) Disagree
(e) Stongly disagree
The five category are then scored from 5 to 1 with (1) = 5 and (5) = 1.
Osgood scaling
Osgood's 20 rating scales are more open than likert's
Osgood's original rating scales are :
- active / passive - unsuccessful / successful
- cruel / kind - important / unimportant
- curved / straight - angular / rounded
- masculine / feminine - calm / excitable
- untimely / timely - false / true
- savoury / tasteless - usual / unusual
- hard / soft - colourless / colourful
- new / old - slow / fast
- good / bad - beautiful / ugly
- weak / strong - wise / foolish
sources : The official LCCI Examinations board guide
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