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 the “learning curve” one is with the area of study being investigated.