Creating a mind map for the qualitative vs. quantitative data explained along with the Five Guys example:

• Qualitative Data
  • Helps understand customer wants and needs through participant opinions and perspectives
  • Expressed in words, provides context and meaning
  • Collected through open-ended questions asking 'how' and 'why'
  • Provides in-depth understanding of customer views and needs
  • Based on a smaller sample size, takes longer to and
  • Aims to understand reasons behind answers through interviews and observations
  • Collected through focus groups, interviews, and observations
  • Focuses on understanding reasons behind answers
  • Helps to understand the reasons behind customers' thought process

-Quantitative Data**

• Easier to collect and analyze than qualitative data

• Provides easy-to-understand results based on numbers and facts

• Lacks depth and context, making it difficult to make decisions solely based on it

• Five Guys Example

  • Combined qualitative and quantitative research provides detailed understanding of customer views
  • Customer's attitude towards returning determines their eagerness to return and likelihood of returning soon
  • Important to understand the reasons customers might not return for making improvements
  • Asking customers about their likelihood to return frequency of visits provides valuable information
  • Understanding the factors that influence customers' decisions helps improve business strategies

This mind map visually represents the key concepts and relationships between qualitative and quantitative data along with their implications in the Five Guys example.