In terms of market research, correlation analysis is used to analyse primarily quantitative data to identify whether there are any significant patterns, trends, or insights. Essentially, correlation analysis is used for spotting patterns within datasets.

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The Pearson correlation method is the most common method to use for numerical variables; it assigns a value between − 1 and 1, where 0 is no correlation, 1 is total positive correlation, and − 1 is total negative correlation.

Relation measures mentioned above include both typical measures of correlation relationship between quantitative variables: Pearson’s correlation, partial correlation or curvilinear correlation and three types of rank correlation: Spearman’s, Kendall’s and Gamma – correlation measures more appropriate for qualitative …

Typically, a regression analysis is done for one of two purposes: In order to predict the value of the dependent variable for individuals for whom some information concerning the explanatory variables is available, or in order to estimate the effect of some explanatory variable on the dependent variable.

Abstract. Triangulation refers to the use of multiple methods or data sources in qualitative research to develop a comprehensive understanding of phenomena (Patton, 1999). Triangulation also has been viewed as a qualitative research strategy to test validity through the convergence of information from different sources …

The main point to remember while presenting qualitative interview data is that the reader should not be bored with the minute details – mention the key points and themes as they relate to the research question, rather than reporting everything that the interviewees said; use charts or tables to help the reader …

Weaknesses of qualitative research Poor quality qualitative work can lead to misleading findings. Qualitative research alone is often insufficient to make population-level summaries. The research is not designed for this purpose, as the aim is not to generate summaries generalisable to the wider population.

The description of the project is so nebulous and unfocused that the purpose of the research is unclear. The problem is unimportant or unlikely to yield new information. The hypothesis is ill-defined, doubtful, or unsound, or it rests on insufficient evidence. The problem is more complex than the investigator realizes.

Key Takeaways

• Strengths of survey research include its cost effectiveness, generalizability, reliability, and versatility.
• Weaknesses of survey research include inflexibility and lack of potential depth.

Strengths and weaknesses of questionnaires