Beyond Online Survey, How Qualitative Research Gives You More Insights

Surveys. Everybody knows what that is, right? Only nowadays, instead of the traditional way of conducting surveys, which is, on paper, it is done through the ultimate creation of technology – the World Wide Web. You might say it levelled up to becoming an online survey system.

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Here are a few reasons why many researchers opt to give online surveys rather than the conventional one:

  • Speed – performing an online survey makes acquiring results twice or thrice faster than one that is not online
  • Practicality – apparently the most inexpensive way to pass out surveys is online. Instead of spending numerous hours out in the field which requires some inevitable extra expenses, online surveys save up on fees spent unnecessarily.
  • Convenience – not only is this more convenient for the researchers, but also for the respondents.
  • Accuracy – online surveys come with clearly stated instructions and can be attached to websites that can attract the target market of the canvasser.

For those familiar with marketing research, taking a survey is one of the methods used in qualitative and sometimes, even quantitative research. Online surveys help gather data needed by researchers with more specific queries. There is one thing that qualitative research does with the results of an online survey – it takes it a few steps further.

With qualitative research, it doesn’t focus on the numbers or percentages. It digs deeper in to what creates those numbers or percentages. Qualitative research gives us answers to questions that can not be answered by a digit.

It sheds light on the answers to WHY, WHAT NEXT, WHAT’s WRONG? You might ask why it is important at all. Well, mostly it’s because knowing why could help understand what the greater public is thinking of too. It could help predict what the next trends could or would be. It could also enlighten companies as to what’s wrong or right about the products or services they are selling.

If you knew today what would happen tomorrow, you could invest in advance and make a living off of that knowledge. It’s the way businessmen look at the market world today. They rush to spend millions on technology that could help them predict what would be most profitable tomorrow by learning about it today. Isn’t that a thought?

Surveys are only one step in the entire process. It’s a must to move up some more to gain information that is useful, and of course, promising.

Article Source: EzineArticles

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