Qualtrics：2024打破孤岛：定性研究与定量研究的整合研究报告（中译版）（17页）.pdf

1、Combining qualitative and quantitative researchBREAKING DOWN SILOSSENTIMENT_Very PositiveIntroductionMixed mode researchSurvey researchCase study researchData analysis Conclusion358101215CONTENTSIntroduction4Traditionally,organizations conducted qualitative and quantitative research separately,only

2、combining insights after the fact.This process was inefficient and prevented real-time analysis of data.Today,researchers and organizations are turning to holistic solutions that provide end-to-end analytical capabilities and bring both qualitative and quantitative data to the table.By combining the

3、se data types in a single platform,organizations can gain deeper insights,test hypotheses,compare and contrast results,and embed insights into every stage of the research process.This leads to elevated research,shifting from simply understanding the market,to a powerful tool to help organizations im

4、prove and design experiences across the organization.INTRODUCTIONMixed MethodsResearchHelps businesses understand big-picture consumer habitsUncovers perceptions,motivations,attitudes,and trendsGathers verbal and open-ended data+Includes numerical records of empirical dataConfirms or rejects subject

5、ive findingsGenerates data from large sample populations+QUALITATIVE RESEARCHQUANTITATIVE RESEARCH5Mixed mode research6Mixed mode is a form of business research that combines quantitative and qualitative research methods in a single research project.An example for quantitative research would be comb

6、ining online and telephone surveying methods,while a qualitative research example would be using in-person surveys and focus groups.Qualitative research can be used in an exploratory way to uncover the questions that should be addressed more deeply.Quantitative research can then be used to investiga