![]() But with qualitative research you can have the issue of researcher bias: any sort of negative influence of the researcher’s knowledge or assumptions of the study. It’s not that clear cut with qualitative research. It’s easier with quantitative data because researchers can apply statistical methods to establish the validity of the results. In other words: that it delivers an accurate result and that it should be paid attention to. Paramount though is that in order to make the most out of your research, you want to ensure you can rely on its trustworthiness. However, at the core it is about getting to the why in any challenge rather than the what which is more common in quantitative research. Qualitative research often takes the form of focus groups and interviews among other methods. To do that, it’s vital that the research is trustworthy. A brand might use qualitative research to find out how consumers interact with their products, or to see what they think of your brand as a whole. It can be used to gain insight into an issue or help generate new ideas for further research. Qualitative research is vital to having a fully rounded view of any market research challenge, which involves collecting all kinds of non-numerical data, which could be anything from audio to text and video. ![]()
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