What is a hybrid qualitative/quantitative technique?
Signal Hill audience response systems allow researchers to take advantage of the benefits of both qualitative and quantitative research using a hybrid methodology. After surveying a large group of respondents on their attitudes and perceptions using a quantitative design, the software can then be used to select specific respondents, based on the responses to select questions, to join a smaller focus group. This methodology combines the statistically power of quantitative research with the insights generated through a qualitative study.
