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Qualitative Marketing Research - Research that yields an in-depth understanding about an issue. Qualitative research typically focuses on a small number of people. Since these people are interviewed in-depth, interviews tend to be longer and are often unstructured. An outline of discussion points, rather than a questionnaire is often used. This type of research also tends to be conducted in person, either in focus groups or one-on-one interviews, although the Internet is a growing medium. The Process of Marketing and Opinion Research

Quantitative Marketing Research - Research used to statistically estimate the viewpoints of a population providing estimates of percentages or averages. This research usually employs large samples and takes small amounts of a respondent’s time. Telephone, mail, and intercept, door-to-door, Internet or Web surveys, central location tests, mystery shopping and in-home use studies are all used in quantitative research.

Quota Sample - Nonprobability sample chosen in such a way that the proportion of sample elements possessing a certain characteristic is approximately the same as the proportion of the elements with the characteristic in the population; each field worker is assigned a quota that specifies the characteristics of the people he or she is to contact.