Methodology Types

There are several types of methodology used here…

Qualitative – Includes research based on smaller sample sizes. Often used as a “litmus” test for quantitative work to make sure you are heading in the right direction. Can get more “in-depth” with respondents than other types of research and understand the true drivers behind their reactions.

• Examples include: Focus groups, individual interviews (IDIs), ethnographies

Quantitative – Deals more with numbers than words and allows you to draw from a larger population in result. Excellent in determining if your qualitative research was an anomaly or not.  Must remain concise and simple in order to avoid confusion with respondents.

• Examples include: Awareness and usage studies, market segmentation, price and concept modeling

Secondary – Draws upon research already conducted or events which have already happened to make overall conclusions. Useful in determining if what you want to know has already been figured out by someone or something else. Also allows the researcher to understand the topic and what is / is not important to respondents.

• Examples include: Intelligence analysis, competetive matrices, compilation response analysis