We are primarily a quantitative shop but we often we find it helps to use qualitative approaches to triangulate something we’ve found via a quantitative approach.
An advertising agency executive responds... If not dead, I think traditional qualitative is becoming an endangered species. I've seen enough bad practice in focus groups - often driven by agencies and clients who [...]
Qualitative is Dead. I had lunch recently with a good friend and former colleague who, like me, received his graduate training at a top-ranked Midwestern university known for its quantitative social science research programs. During our lunch he once again put forth the proposition that “Qualitative research is dead. And, besides, who needs it…?”