From the course: Surveys and Questionnaires for UX Projects
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Fitting surveys into your research plan
From the course: Surveys and Questionnaires for UX Projects
Fitting surveys into your research plan
- There's an old joke that marketers only use two methods, focus groups to get qualitative data and surveys to get quantitative data. The truth is, there are many more methods out there, and even within a category like surveys there are many options for the types of data you gather. So let's quickly explain the types of data you might want to collect. First, you might want to understand people's thoughts, feelings, and attitudes about a topic or interface. That's qualitative data. It helps to tell you why things are happening, but doesn't always tell you the magnitude of the issues you uncover. Alternatively, you might want to gather usage statistics, see what proportion of people do a certain thing or work out which of two options people prefer. That's quantitative data, it's quantifiable. It helps you understand what things are happening, but it isn't so good at telling you the reasons why. In most research plans, you'll…
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