What are unique characteristics of online qualitative research as compared to traditional qualitative research methods?
One of the key differentiators is the ability to simultaneously conduct long-term studies with larger groups of geographically-dispersed participants without the need for travel. The immediacy of online research is another differentiator. The transcripts are available immediately and in real-time. There are no transcription errors or additional transcription costs. Less bias, greater individual participation and less dominance of group leaders are some of the other unique features of online qualitative market research.
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