What differentiates quantitative research from qualitative research in social marketing?

In social marketing, quantitative research is characterized by its focus on gathering numerical data, which allows for the identification of patterns, trends, and relationships within the data. This type of research often employs methods such as surveys and experiments that yield quantifiable results, enabling researchers to analyze statistics to draw concrete conclusions. By turning complex human behaviors and attitudes into numbers, quantitative research provides valuable insights that can influence marketing strategies and decision-making.

While qualitative research is essential for understanding the nuances of human behavior, such as motivations and feelings, its approach is fundamentally different. It tends to explore concepts through means like interviews or focus groups, which focus on detailed personal insights rather than numerical analysis. Therefore, the distinction between these two research methods lies in the nature of the data collected: quantitative research is anchored in numbers, allowing for measurable insights and a broad view of trends across larger populations.