In a similar manner, researchers today have created a variety of methods and services that merge the depth of qualitative interviewing with the breadth of a quant survey. Are there hybrid qual/quant platforms that lend themselves to exploration similar to traditional qual? In both cases, these interactions lead to the best of both worlds – deeper qualitative responses at quantitative research sample sizes. There are a number of companies today offering capabilities to engage an interviewer in real-time from a quant survey, or to probe through a chat-bot. By embedding an interactive feature into a quant survey to further query respondents, open-ends can become more valuable. While traditional open-ends provide opportunities to obtain qualitative data, they do lack the richness gained through one-on-one dialogue. If further qualitative findings are needed, how can I obtain those through the quant survey? Regardless of the target audience(s) to be studied, researchers should balance statistical reliability with sample budget to obtain the best outcome for all constituents of the research. If the scope of the sample design has been expanded, creating quotas with statistically readable base sizes for any new targets is desirable – which can lead to insights above and beyond the original objectives. How can I use the quant research to obtain the deepest insights, maybe going beyond the original research objectives? If so, expanding the scope of the sample design to include new targets can prove beneficial. The key question when migrating from qualitative to quantitative research is: “ Did the qual interviews uncover insights that change the incoming assumptions?” For example, did we learn we should expand the population under study, possibly including purchase influencers rather than only interviewing decision makers. The fundamentals of any quant survey involve identifying the right sample design to fit the research objectives. Some considerations for migrating to quantitative research include the following: Which targets should be interviewed, and how does that impact my sample design? Once qualitative research has been completed, you can use these findings to inform your quantitative research. This also helps hone-in on the right customer targets, and the timeframes to be studied.Ĭonsiderations when moving from qual to quant research
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