Associations hoping to better understand their members and customers have plenty of research methods to choose from. But which should they choose, and in which contexts? In this three-minute video, MYB Strategist Christina Shipman explains when quantitative and qualitative methods are appropriate. While qualititative research is useful “when you don’t know the problem at hand,” she says, quantitative methods can be employed “when you already know the problem.” Shipman explains the kinds of questions you can use in both contexts, and how you can use both simultaneously. Take a look!
