Small businesses that are clear on what is quantitative research will obtain an accurate snapshot of their target market by selecting a sizeable sample of respondents and giving them a list of mostly closed questions to answer. Quantitative market research tends to be more structured than qualitative research methods due to its statistical nature.'Numbers and words: Combining qualitative and quantitative methods in a single large scale evaluation.' Evaluation Review, 9(5), 627-643. 'Practical strategies for combining qualitative and quantitative methods: Applications to health research.' Qualitative Health Research, 8(3), 362-376.
