The document outlines the differences between qualitative and quantitative survey questions, detailing their definitions, benefits, and when to use each type. Quantitative research focuses on numerical data and definitive answer choices, while qualitative research gathers insights on behaviors and motivations that are harder to quantify. Both methods are essential for comprehensive insights, with quantitative providing statistical validation and qualitative offering valuable context.

1. POLLFISH PRESENTS
QUALITATIVE
VS
QUANTITATIVE
SURVEY QUESTIONS

2. Table of Contents
Topics to be discussed
Definitions
Benefits
Examples
When To Use Each

3. Quantitative
Research
Collecting Information that can be
expressed numerically.
If your questions have a definitive set of answer choices,
you are performing quantitative research. This research
type allows you to have an exact number of responses for
each answer choice, giving you definitive groupings for
each type of respondent.
DEFINITIONS

4. Qualitative
Research
Collecting information on personalized
behaviors, habits or motivations.
Qualitative research focuses on personalized behaviors and
other things that can be hard to quantify like feelings,
attitudes and habits. These pieces of information are harder
to quantify and can be harder to translate into actionable
takeaways for the researcher. But qualitative research
provides essential context to support more statistical data.
DEFINITIONS

5. Quantitative
Research
BENEFITS
Validate Assumptions Survey More Effectively
On Mobile
Ideal for a Control
Group
Great if you want to
Weight your Responses

6. Qualitative
Research
BENEFITS
Gaining context on
quantitative research
Gaining unexpected
answers or insights
Getting a sense for
customer feelings or
perceptions
Opening up insights for
future surveys

7. HOW MANY TIMES DID YOU VISIT
THE HOTEL POOL?
I did not visit the hotel pool
Once
2-3 times
4 or more times
HOW LIKELY ARE YOU TO
RECOMMEND THIS SERVICE TO A
FRIEND?
Very likely
Somewhat likely
Neutral
Somewhat unlikely
Very unlikely
Quantitative
Research
EXAMPLES

8. HOW WOULD YOU IMPROVE YOUR
EXPERIENCE?
DESCRIBE THE LAST TIME THAT
YOU PURCHASED AN ITEM ONLINE.Qualitative
Research
EXAMPLES
WHY DID YOU CHOOSE TO TAKE
PUBLIC TRANSPORTATION TO THE
AIRPORT?

9. Quantitative Research
INITIAL RESEARCH
Ensure that you have
defined the right target
audience before collecting
qualitative insights.
STATISTICAL DATA
Ensure statistically
accurate data, such as
mapping results to local
and national Census data.
BROAD INSIGHTS
Get a 10,000 ft view. Shape
product development and
service interest in different
demographics.
QUANTIFIABLE
BEHAVIORS
How likely is someone to
behave as you hope they
will?
MOBILE SURVEY
ENVIRONMENTS
These questions appear
better and get better
response rates on mobile.
WHEN TO USE

10. Qualitative Research
GAIN CONTEXT
If you started with quantitative
research, you can dig into trends
that emerge.
UNDERSTAND BEHAVIOR
Better understand why people do
what they do--opinions, beliefs,
motivations, habits, etc.
PERSONA DEVELOPMENT
Further explore the types of
customers you are targeting by
adding context to their quantitative
data points.
CONVERSATIONAL
ENVIRONMENTS
Psychology, user experience
research and in-person market
research all rely heavily on
Qualitative survey questions.
WHEN TO USE

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