The Use of Qualitative Research Methods in Quantitative Science: A Review. Issue 4 (24th July 2014) - Jervis, M.G.
Abstract Qualitative research in the field of food science strives to understand consumer behavior and motivation. Often, these methods are used to develop a hypothesis, which can be tested through quantitative research. Traditionally, qualitative methods can provide excellent insight to consumer behavior, but the data collected can be difficult to organize and interpret. Focus groups are the most common qualitative research tool applied to understand consumer behavior and identify possible areas of focus for product development. However, ethnography and means‐end chain analysis can also be applied to understand consumer behavior and personal values. Many new qualitative techniques have been developed that attempt to mimic data normally collected in quantitative research. Grouping and projective mapping allow consumers to represent similarities and differences between products and produce maps that show how consumers perceive various attributes of these products. Each method has benefits and drawbacks, and each demands a particular data analysis methodology. Understanding these approaches is important in choosing a research method and proper interpretation of the collected data. Practical Applications Qualitative research is often used as a way to develop and refine hypotheses in product development. They allow for quick, inexpensive probing of consumer demands in a natural and comfortable environment. However, qualitative research can also be used as a substitute for classical quantitative profiling methods or to powerfully augment quantitative methodology.