Why Market Researchers Must Use Mixed-Method Research?
Effective market research is characterized by a number of elements, including better questioning, the use of proper methodology, and the application of effective strategies for the result you want.
Research using a variety of methods is one efficient way to accomplish this.
When different data-gathering approaches are employed for a similar project, it is referred to as mixed-mode data collection.
Before a quantitative online poll, research can incorporate focus groups or in-depth interviews (IDIs), which can be used after a brief online survey to get further information. It is known as mixed-method market research when many approaches are employed.
Defining Mixed Method Research
When conducting market research using a variety of data-gathering techniques, participants' responses are gathered. It is also known as mixed-mode research, multimethodology research, and hybrid market research.
This strategy enables a mixed-mode market research firm, like Drive Research, to collect both quantitative and qualitative data, which can subsequently be examined and synthesized to reach more conclusive and detailed results.
- Focus groups, ethnographic observations, and in-depth interviews (IDIs) are examples of qualitative research techniques that can be used to acquire in-depth insights into customer attitudes, actions, and motives.
- On the contrary, quantitative research approaches frequently require the gathering of numerical data via virtual experiments or surveys.
As a result of this, qualitative and quantitative research approaches are frequently combined and utilized.
What are the Benefits of Mixed-Mode Research in Market Research?
A single research approach cannot, in fact, completely address the majority of research problems. The mixed technique market research approach is thus utilized in this situation.
For instance, to get an understanding of customer views and actions, a market research study can start with a particular kind of qualitative research. This information can then be used to guide the structure of a quantitative survey.
The survey is then available for distribution to a broader group of customers, enabling researchers to statistically evaluate this data and find trends and correlations between different categories.
Let’s learn about some of the advantages of mixed-mode research
Triangulation, or the utilization of several sources of data to support or contradict research results, is another feature of mixed-method market research. Organizations can improve the accuracy and dependability of the outcomes by utilizing many data sources.
Triangulation can also be used to spot data conflicts or anomalies that can be resolved with more research.
2. Contextualize Online Survey Metrics
In mixed-mode market research, qualitative information may also be used to understand and explain the findings of quantitative analysis.
For instance, market researchers may utilize qualitative data if a survey finds that a significant number of customers like a specific product characteristic, to learn more about why customers appreciate that characteristic and why is it important to them.
3. Improved Reach
Using a variety of data collection techniques in combination enables companies to connect with more people. Some people may choose to interact over the phone or in person since they don't always have a connection to the Internet.
By combining several approaches, it is possible for everybody to take part in the study, creating a sample that is more varied and informative.
4. Complementary Assets
Mixed research can take advantage of every research technique's complementary advantages by mixing quantitative and qualitative research processes.
The reason for this is that while conventional quantitative research methods are helpful in analyzing the circumstances and intricate nature of human behavior, qualitative methods are better at giving statistical data and the capability for generalization.
Thus, compared to using either approach independently mixed-method research can offer a more thorough knowledge of a study subject. It is a known fact that different approaches to data gathering have advantages and disadvantages and that merging them can lessen their drawbacks and raise the caliber of the data gathered.
In comparison, mixed-method research is more adaptable than single-method research. Your strategy can be changed to suit the requirements of the research topic and the data gathered.
For instance, organizations can utilize qualitative approaches to integrate additional context and depth if the data gathered through quantitative approaches fails to offer sufficient information.
This adaptability may enable you to develop a clearer and more comprehensive understanding of the research topic.
6. Raised Response Rate
Survey participation rates can be increased by using a mixed-mode study since respondents can select the data-gathering technique that is suitable for them.
Offering participants the choice to select between telephone or in-person interviews over online surveys may increase the response rate.
It is preferable to use mixed-method research rather than only one type of research because it offers a number of advantages.
An in-depth knowledge of a research subject can be obtained through mixed-method research, which also improves the credibility and dependability of research results by utilizing complementary advantages, triangulation, flexibility, greater response rates, and a wider audience.
These advantages also make mixed-mode market research the best method for studying targeted audiences or performing consumer market research.
Sneha Mali, LinkedIn
I am a research analyst working in various domains including the Consumer Goods domain, and my primary responsibility is to conduct thorough research on various subjects and provide valuable insights to support client requirements. I have knowledge of research methodologies, and data mining which enables me to analyze large data sets, draw meaningful conclusions, and communicate them effectively. I stay up-to-date with the latest research trends, methodologies, and technologies to ensure that my research is accurate, relevant, and impactful.