PART II Qualitative and Quantitative Research
This part of the book looks at the main two methods or paradigms used by market researchers, namely qualitative and quantitative research, and how mobile approaches are being used in both.
The key differences between qualitative and quantitative market research relate to the analysis of information and the researcher's belief about their role in the research process.
The first three chapters in this part of the book look at qualitative research and the next two look at quantitative research.
Part II covers:
- Mobile Qualitative Research
- Mobile Forums and Online Focus Groups
- Mobile Diaries and Ethnography
- Mobile Quantitative Research
- Designing and Conducting Mobile Surveys
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