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Alternative Minds Qualitative Research...
Qualitative research obtains data from a relatively small group of respondents
which is not analysed statistically. Alternative Minds typically uses qualitative
research as a prelude to quantitative research, to help the client define the
problem, generate hypotheses etc. Qualitative research is extremely valuable
when exploring an issue and is more effective than quantitative research in
exploring and identifying subconscious motivations. Qualitative research results
cannot be safely generalised to the whole population as the sample size is
typically too small.
Our qualitative research projects typically use a direct approach and disclose
the purpose of and client for the research project. Our expert researchers ask
questions that are direct and to the point. However, we do undertake projects
using an indirect approach as long as a debriefing session is conducted with
all respondents in which the true purpose of the research is given and the
reason for the deception explained.
Alternative Minds has used a number of qualitative research techniques to help
clients understand various aspects of their business, including In-depth Interviews,
Focus Groups and Projective Techniques. We have developed innovative mechanisms
for efficiently exploring and recording peoples views, opinions and perceptions,
then delivering the results using qualitative research techniques without
incurring some of the excessive costs usually associated with such projects.