Room 1 | 11:45 am - 12:15 pm | Thursday, February 23, 2023
There are a lot of benefits to integrated market research studies that blend qualitative and quantitative methods. Qualitative research sharpens quantitative design and questionnaire development, and allows for exploration of unanticipated insights, depth and rich contextual learning. Quantitative analysis provides robust confirmation of hypotheses, the ability to test relationships among concepts and projectable insights.
But truly integrated design, analysis and reporting can be tricky to pull off. In this presentation, RealityCheck co-founder and President, Jim White will share some keys to successful integrated research that he’s learned over the years and how you can apply them to your next integrated study.
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