What is mixed-mode data collection in market research?
Mixed-mode data collection is a term used when multiple methodologies are used to collect data for a single project. This may involve focus groups prior to a quantitative online survey. Or in-depth interviews (IDIs) conducted to gather more feedback after a short online survey. As long as multiple methodologies are used, it is referred to as mixed-mode.
Multiple methodologies typically results in higher cost and a longer time-frame for the research unless conducted simultaneously. A common rule in market research is qualitative before quantitative research and that is explained in more depth here. Using several methodologies for a project can be beneficial as it will provide you with multiple looks at data, each with their own pros and cons.
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