A plea for the use of qualitative methods, including with long-established studies.
Even with long-term, successful quantitative monitoring a qualitative study can also reveal critical new perspectives and facilitate a deeper understanding for all participants.
The combination of quantitative and qualitative survey methods in Hybrid Designs permits a level of representativeness, but also reveals explanations and an understanding of interdependencies and structures through the use of open explorations. Eva Elsner from Deutsche Post DHL Group and Dr. Nicole Lehnert demonstrate in this specialist article just how insights for responsible business practice can be gained using the example of a case study from practical research.
Publication download (published in Planning and Analysis, edition 3, 2016)
No worries about being replaced by AI
Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...Go to publication
Saying what is important
One of the central tasks of market research is to say what is important. The second part of the series on preference...Go to publication
What is important? Best practice: methods of relevance analysis
The way we ask what is important already defines what we hear or overhear. Dr. Anita Petersen and Sven Slodowy from (r)evolution...Go to publication