mixed methods

Mixed methods research is the method to tackle a given research question from all relevant angles

Mixed Methods research are more comprehensive than researching a topic from a single point of view, allowing for crossing of disciplinary boundaries.

Mixed Methods market research includes using both qualitative and quantitative methods to investigate the same topic thus using different methodological approaches to reach both a broad and a deep understanding of the research question.

Why to use Mixed Methods

At Epinion we use a mixed method research design when there is a limitation in answering the research question by a single design.

Quantitative research often focus on average effects, correlation and general patterns. But misses out on core conceptualization, process understanding and possible diverse causes or effects.

Qualitative research, on the other hand focus on explaining few cases, necessary and sufficient conditions and the possible importance of understanding the “misfit”. Yet, it often misses out on statistical effects, generalisation to the many and overall systematic models.

Therefore, mixing the qualitative and quantitative methods are useful when we want to validate and substantiate the results of either methodological approach.     

Using mixed methods therefore uses the strengths of each research approach making sure to avoid single method pitfalls. Sometimes it is even possible to reach an added values of combining methods when done properly.

In general Mixed Methods is applied

  • To substantiate and validate the results of a single method
  • To broaden the scope when using qualitative methods
  • To deepen the scope when using quantitative methods
  • To reach an added value that exceeds the sum of using quantitative and qualitative unawarely

Intelligence applied

We work with intelligent researchers and software that allows us to make research designs that handle data from virtually any source, be it text, audio, video, or numbers from any source.

At Epinion market research is about matching the right solutions to our client's particular situation, expectations and desired outcomes.

If you are interested in hearing how we apply mixed methods in our research or have a case where you think a mixed methods design would be appropriate feel free to give our specialist a call, we are more than happy to share our knowledge.

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    “The research that is becoming more and more important to us is the research that is forward thinking because attitudes change rapidly and it is therefore important to be ahead of the consumer all the time. The insights that Epinion provide are very useful as they establish a clear link between analysis, insights and action. This is a very innovative and time saving approach to research that we are very fond of and really helped us in understanding the key priorities.”

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Epinion

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