Question 3 [16 marks] 3.1. Tabulate the difference between quantitative data and qualitative data.

Use the following guideline.

Quantitative data (2 x 2 = 4)

Qualitative data (2 x 2 = 4)

Read the following scenarios and answer the question that follows

Disclaimer: The following scenarios are purely fictional and created for illustrative purposes.

Scenario 1

MTN is conducting research to understand the satisfaction level of its customers. With a customer base of 1 million users, MTN recognises the need to select a representative sample for their study. A team of researchers is tasked with narrowing down their focus. After careful consideration, they randomly select 5,000 customers from various regions and demographic backgrounds. This means that every MTN user has a chance of being chosen to be part of the sample. The selected sample includes long-term subscribers and new users, ensuring a comprehensive representation of MTN's customer base. By analysing the feedback and opinions of this diverse group, MTN aims to gain valuable insights into their customers' satisfaction levels and make informed decisions to enhance their services.

Scenario 2

Vodacom is conducting research to understand the satisfaction level of its customers. They aim to gather insights from a specific group of users to enhance customer satisfaction, boost loyalty, and optimise their services specifically for the 16-25 age group in Zeerust. Vodacom selects 500 customers from their database based on customer age to achieve this. The chosen sample by Vodacom represents different genders, locations, and usage patterns within the region of Zeerust. A trained interview team conducts face-to-face surveys with the selected participants. The survey consists of questions related to network quality, customer service, and overall satisfaction. Vodacom anticipates that the feedback received will help them identify areas for improvement and enhance their services to better cater to the needs and preferences of their young customer base.

3.2. Referring to the above scenarios, distinguish the two (2) sampling methods used in research and provide an example for each. (4 x 2 =8)