Survey

A quantitative research project in which a relatively large number of people are interviewed, each being asked a standard set of questions, posed in the same way each time. For many of the questions there will be a range of standard answers, from which the respondent must choose. The findings are collected as numerical data, are generally subjected to computer analysis and are interpreted at least in part through the application of statistical concepts. This method contrasts with qualitative research, in which interviews (whilst often following a broad pattern) incorporate flexibility and responsiveness to individual context.

Related Terms

• Qualitative market research
• Quantitative market research