Marketing vocabulary of the week: 'qualitative' vs. 'quantitative' research

Qualitative research focuses on attitudes and opinions, while quantitative research involves the gathering and analysing of measurable data.

Example usage (extract from a market research outline):

"We would like to focus most of our time on field research, both qualitative and quantitative. We recommend beginning with a series of focus groups. ... We will then follow this with an online survey aimed primarily at existing customers. We will use this survey to find out more about purchasing patterns and expectations."

Taken from Cambridge English for Marketing, Unit 5 (Market Research).