When budgets get tight and businesses need to get answers fast, many will immediately jump to a survey or other form of quantitative design. Decision-makers just don’t have the time to wait for a lengthy process of in-depth interviews (IDIs), focus groups, or shop-alongs. The trade-off of a lengthier and more in-depth study does not outweigh Read more

This post was written by our Guest Blogger Mark Dengler who is President here at Research & Marketing Strategies, Inc. (RMS). When doing market research, businesses often wonder whether they should conduct qualitative or quantitative research. Qualitative research is used to explore and understand people’s beliefs, experiences, attitudes, behavior and interactions. It generates non-numerical data – Read more