Unit 4 B CREATIVITY: QUALITATIVE AND QUANTITATIVE RESEARCH


Qualitative research is about people’s opinions. Quantitative research is about facts. The type of research you choose depends on the information you want.


1


Read the two interview questions and the responses. Which one is qualitative research? Which one is quantitative research?


a What do you like about your local supermarket?


1 Well, it’s great for the bus. The bus stop is next to the shop. 2 I like the variety of cheeses for sale. 3 Mmm. I think it’s got a good selection of fruit and vegetables. And the cheeses are really good value.


b And how often do you shop at your local supermarket?


1 I come here every Saturday. 2 About twice a week. 3 It’s very busy on Saturdays so I shop on Wednesdays.


2 Think of two more qualitative and quantitative questions about supermarkets. 3 In pairs. Ask and answer the questions from 1 and 2.


C21 skills


English for the 21st


Century • Unit 4


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