Integrative Research Approaches

There is no method without its drawbacks.

Frequently these drawbacks are marginal, but sometimes different methods must be combined to ensure valid results and enable successful marketing.

 

Two examples:

Qual / Quant sequences. Qualitative methods identify phenomena and their interrelationships. However, they cannot establish their size or weighting relative to other phenomena. For example: if health orientation has been discovered amongst users of soft drinks there is no indication to what extent this might influence the purchase decision. A follow-up quantitative survey would be required for this.

 

Home-use-tests. To assess the potential of a new product, consumers are given a sample to try out at home and evaluate this quantitatively using a supplied questionnaire. They are then invited to group discussions, face-to-face interviews or online forums so that their experiences with the product can be investigated in detail.