Traditionally, market research has relied heavily on quantitative data to derive insights. However, to obtain a holistic understanding of consumer behavior, the integration of qualitative and quantitative data is crucial. Verbatim coding bridges this gap by providing qualitative context to quantitative findings. By assigning codes to verbatims, researchers can extract themes, sentiments, and opinions, enabling a more comprehensive analysis that fuses the strengths of both data types.
Bridging the Gap: Quantitative and Qualitative Data Integration
