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When to use qualitative methods: a new approach

When to use qualitative methods: a new approach Explores the application of qualitative research as a plausibility check for quantitative research. Uses the case example of a survey conducted by American LIVES for Douthit Communications, looking into aspects of the house purchase process. Outlines a typology of five categories of people in the real estate market, which was developed from the survey. Concludes that neither qualitative nor quantitative techniques have universal applicability, but the use of qualitative techniques can bring quantitative information to life. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

When to use qualitative methods: a new approach

Marketing Intelligence & Planning , Volume 14 (6): 5 – Nov 1, 1996

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References (16)

Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509610131117
Publisher site
See Article on Publisher Site

Abstract

Explores the application of qualitative research as a plausibility check for quantitative research. Uses the case example of a survey conducted by American LIVES for Douthit Communications, looking into aspects of the house purchase process. Outlines a typology of five categories of people in the real estate market, which was developed from the survey. Concludes that neither qualitative nor quantitative techniques have universal applicability, but the use of qualitative techniques can bring quantitative information to life.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Nov 1, 1996

Keywords: Consumer behaviour; Property; Qualitative techniques; Quantitative techniques; Real estate

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