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  • Are you limiting the value of quantitative research?

    Quirk's Media - 09/25/2017

    We feel quant is used too narrowly in marketing research, especially in light of today’s fast computers and rich array of statistical methods for analyzing data. Owing to small sample sizes and the high measurement error associated with coding verbatim comments, qualitative research can suggest hypotheses but cannot explore them beyond a certain point. Quantitative methods can also be used to develop hypotheses, not simply to test them. Many marketing researchers seem to have forgotten this in the rush to embrace new technologies which may or may not actually be useful.

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