Recruiting Differences between Quantitative and Qualitative Market Studies

For any researcher or moderator with experience designing qualitative research consultant, the one goal you want to achieve is randomization. Randomization reduces bias in participant selection by giving all participants an equal chance at participating in the study. Randomization is important for large, quantitative studies, because it assumes that attitudes, opinions, or whatever is being studied, will be distributed across a population. Recruiting a randomized sample for quantitative studies is considered a sufficient substitute for surveying the population at large.

 

 
While randomization is an ideal for quantitative studies, it is not an ideal when recruiting for qualitative studies. The reason being is that insite research (the go-to qualitative methodology) seek to understand, to provide insights, and to determine the drivers behind consumer choices. Quantitative studies, on the other hand, seek to find patterns, make predictions, test causal relationships, and generalize results to broader populations. The objectives of qualitative and quantitative studies are different, and recruiting for the two types of studies needs to reflect that.

Focus Group Homogeneity

When recruiting for focus groups, you’re seeking homogeneity within the group. Homogeneity doesn’t mean that that recruited participants all think and respond the same, but rather that there is commonality between participants so that there is sufficient variation for contrasting opinions to surface.

Examples of homogeneity within groups include recruiting participants from a similar income bracket, age, familiarity with a product or service, occupation, or geographic location. The study topic will determine the categories or market segments you want to include in your study. One of the most important considerations for focus group recruiting is selecting people who will be comfortable sharing within the group setting. When a group of strangers feels some commonality around a subject, product, or topic, they’ll be more likely to feel comfortable sharing their insights and experiences.

Our market research recruiting firms have years of experience finding the best-suited participants for all sorts of qualitative and quantitative studies. We can help guide your selection process so that you end up with the ideal mix of participants for your market research study.

Contact us today to learn how our recruiting expertise can improve your next market study. 
 
Original source: https://bityl.co/DqnS

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