Mixed-method design

A combination of several market research methods is often useful. Qualitative-quantitative research designs use the advantages of psychological depth and statistical certainty. Especially if few empirical results are available about the research area, it is advisable to conduct a qualitative study first. A quantitative study based on this enables a generalization of the results.

However, it is also possible to conduct a qualitative study after a quantitative study - for example, to explore certain questions in greater depth or to further explore existing results.

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