Kryteria podziału badań marketingowych na ilościowe i jakościowe
The Criteria of Marketing Research Classification into Quantitative and Qualitative

Summary/Abstract: Quantitative and qualitative methods of marketing research may be used hand in hand in the majority of research processes. The unambiguous criterion of when the quantitative methods should be applied is the presence of a measurement unit one can attribute to people and things. Therefore, quantitative, i.e. interval and ratio scales may be used for the sake of measurements. As far as the qualitative methods are concerned, one is allowed to apply them not only in lack of any measurement unit, but also when measurement scales cannot be relevant at all. The ambiguous criteria include the relevance of qualitative scales, i.e. dichotomous, nominal and ordinal scales. They allow both quantitative and qualitative measurement.

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