Thursday, July 06, 2006

Ethnography Example

Steve Johnson's latest entry links to a summary of an ethnographic study to understand how ordinary business users use Microsoft Office. Steve then comments:

Marketers and developers are usually anxious to do quantitative research but you don't know what you don't know. Before you can do quantitative, you must do qualitative.
I would add that you should follow up with even more qualitative research as you begin to analyze the results of your quantitative study. Qualitative and quantitative research methods complement each other.

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