Creativity in quantitative research
Both market researchers and their clients subscribe to the notion that there are "two cultures": On the one hand, there is qualitative research with depth interviews, unstructured interviews with a small number of respondents. This is the creative research approach. The other option is the quantitative research approach based on large samples and structured questionnaires. This division into "two cultures" is detrimental to all involved. This paper will show that it is possible to combine the reliability of statistical evidence with the wealth of new ideas and perspectives offered by creative research. This, however, is an enterprise requiring imagination and hard work to develop the research material, questionnaires and types of analysis which facilitate creativity.
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