techwise: studies


		Types of Market Research Qualitative Studies Quantitative Studies Mixed Methodologies Summary AdWise - NEW				Mixed Methodologies Combining different approaches is sometimes the best way to answer key research objectives. There is great synergy in combining both qualitative and quantitative research approaches for some projects. Qualitative research is a great way to generate initial ideas and insights into research questions. Because the sample size is small, and the survey questions are exploratory in nature, the results of a qualitative research study are often "directional" rather than conclusive. However, these initial insights and ideas can be a great starting ground or pre-cursor to a follow-up quantitative study. Formally testing these ideas with a large sample, and applying the appropriate sampling plan, will provide you with statistical validation of the information you need to make important business decisions.

For example, let's revisit "Your Company" which was first described in the qualitative studies section. As mentioned earlier, "Your Company" wants to develop new features and benefits for a printing product so more consumers will buy it. However, the engineers and product marketing team only have one or two new feature ideas. First, a qualitative research study could be implemented both to test the proposed new ideas, and to brainstorm with respondents to generate additional ideas. Respondents would also be asked if they would buy the product if those new benefits/features were incorporated into the product.

Next, TechWise Research would work with "Your Company" to generate a list of features to formally test in a quantitative-based research study. The features tested would be based on the insights gained from the qualitative research phase. After we determined the appropriate sampling plan and strategy, TechWise would design a custom market research survey that tests these features with a large sample of your target audience. This way, at the conclusion of the research, there is a statistically sound way to prioritize which features to develop, so you can make an informed business decision.


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