Are you still unsure when you should be using a quantitative or a qualitative question in your survey?

My last article, Does your Consumer Survey Data Paint The Whole Picture, explored the differences between the two question types but here is the short version:

  • Qualitative questions will tell you Why.
  • Quantitative questions will tell you Who and What.

Quantitative questions are easier to measure and easier for survey takers to answer. Qualitative questions on the other hand, are subjective and harder to measure. They are also harder for survey-takers to answer and can cause survey fatigue.

Qualitative questions (like open textboxes or…

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