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Market Research Inspiration

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Qualitative vs. quantitative research

Qualitative vs Quantitative Research; It’s all about Epistemology!

The qualitative vs quantitative research debate started in the 1970s. It’s all about epistemology (1), a branch of philosophy concerned with the theory of knowledge. Qualitative research is described as ‘interpretivism’ i.e. non-scientific and subjective. Whereas quantitative research is
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Quantitative Research Surveys: Online vs telephone or face-to-face

Quantitative Research Surveys: Telephone, Online or Face-to-face?

Recent OFCOM Research highlighted that 71% of the UK receive 9 nuisance calls a month, and that telephone research is the #4 culprit (1). So has telephone research had its day? At the same time online grows apace. We’ve looked closely at the merits of telephone, online and face-to-face (ftf).
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