MBA Evidence-Based Innovation

MBA Brand Research: Qualitative or Quantitative first?

Posted on Jan 26, 2011 9:02:00 AM

Higher education market research often involves both qualitative methods (MBA alumni focus groups, incoming student bulletin boards, etc.) as well as quantitative methods (alumni engagement surveys, business school image and awareness surveys, etc.) for complex projects – see comparison.

Once it is determined that qualitative and quantitative research is required to meet the goals of a research study, the next key question is: which one comes first?

Often, this question can be answered by considering where on thelearning curve” one is with the area of study being investigated.

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Tags: Dinesh Mathew, Qualitative Research, Quantitative Research