10

What happens to the answers?

10.1 Introduction

Chapter 6 indicated two broad approaches to data collection for made-to-measure research. One is the qualitative approach, where a large amount of data is collected from a relatively small number of people in a fairly unstructured way, usually using group discussions or depth interviews. The quantitative approach is where a smaller amount of data is collected from a large number of people in a structured way, usually using questionnaire surveys often involving 500–1000 or more respondents. What ...

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