Hybrid market research
To address the needs of the dynamic industry, automotive market researchers must bridge the traditional divide between 'qual' and 'quant' methods. The paper advocates mixed-model solutions that combine the strengths of both sets of methodologies for recruitment, data collection and data analysis. Employing 'computer-assisted in-depth interviews' (CA-IDI), a case study from the truck market illustrates how to design and drive a 'hybrid' research engine.
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