Method Selection

Since the dawn of the Internet, many new technologies and data collection platforms have emerged to revolutionize the market research industry.  

Yet the fundamental distinction between qualitative and quantitative research remains unchanged.

Sure, okay, there are ways to meld the two: You can add open-ended questions to your quantitative survey. Or include rating sheets to your qualitative discussions. But the fundamental issues of sample size, “representativeness,” and structured vs. unstructured data will always distinguish the two.  

Why use each one? Which one is right for your study?  Consider the differences …