What is Mixed-Mode Data Collection? | Marketing Research Firm Syracuse, NY

December 30, 2016

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.

 

Drive Research is a marketing research firm in Syracuse, NY. Our firm offers a full-range of quantitative and qualitative market research services to help you with your needs. Questions or need some advice on your next project? Contact us at 315-303-2040 or email us at info@driveresearch.com. Yes, this is actually one @info email inbox which gets checked on a regular basis. Don't believe us? Try us.

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