Types of Research
Qualitative research is where you research your customers. This helps you find out about them whether this be their financial standings or what type of game they’re into. Qualitative research is all about the customer instead of being purely what the developers want, they include opinions from the target audience. Qualitative research is about getting more than simple answers from the customer and getting them to expand their answers so the developers understand and so developers can improve their product before release or before production depending on the time where they are holding group or face to face interview. Qualitative research helps to find out why a customer feels a way about a product.
Examples of qualitative research is face to face interviews as this lets you question the customer into why they do or do not like your product. Face to face interviews allow you to check for the interviewees reactions, so instead of getting a blunt response from an online or offline questionnaire where people may not answer to the best of their ability and perhaps rush answers, or write good reviews and not actually mean them. You can test their reactions because that openly tells the people who are making the product things that people may be too scared to include.
Focus groups are also an example of qualitative research because it offers different opinions on your product. Focus groups may not be the best decision to test out a product because people may say they liken a product to be polite or go along with the majority. There may also be a dominant person who takes control of the focus group which may make the results biased.
Quantitative data is very quick and mainly uses numbers to be able to find out feedback from customers. Quantitative data helps to get a quick summary of customer reviews and receive basic answers for example ‘yes’ or ‘no’ and doesn’t require explanations or more detailed feedback. This research type is for describing variables so they’re aware of what might have to change or what they thought would have had to but in reality, doesn’t have to as they may have strong customer feedback. Quantitative data helps to improve products and/or services and the best way to do this is to make sure the research groups are large enough to give reliable results.
For example, using statistics is quantitative data. A company can send out a questionnaire with simple questions and answers and use a tick box or tally chart to get results and then transforming those into percentages. The highest percentage, depending on whether it was a bad thing or a good thing, will have to change, or not change.
Another example would be telephone questionnaires. This is useful to quantitative research because most people on the phone will only do a quick questionnaire or they won’t do it at all, which makes it difficult to actually do. But when they do work, they can offer quick responses which can be included in research.
A final example can be using an online Omnibus survey. These are surveys that are quizzed online and a large, random amount of people are selected and asked and this helps the responses be more reliable and you can get some good feedback.
Quantitative data can help you answer basic questions which can help you understand if there is already awareness for your products and whether people would be interested to buy your product. It can also get their buying habits and how much they would prefer to spend on the product(s) you are selling.
Methods and Sources of Research
Primary research is research that you take yourself. Primary research is where you ask the questions and get the answers from different people which make it more reliable as you take your own notes about what they are feeding back to you.