Which of the following statements is NOT an example of a time you need to use qualitative research?

When you need to find out “why” users are behaving a certain way.

When you’re first starting out and/or lacking quantitative data.

When you need to dig deeper into a specific topic.

When you need to save time on research to hit a deadline.


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Explanation: The correct answer is, ‘When you need to save time on research to hit a deadline.’ Qualitative research is essential for understanding the underlying motivations, attitudes, and behaviors of users, particularly when seeking to uncover the ‘why’ behind their actions. It is employed when quantitative data alone cannot provide sufficient insights into user behavior or preferences. Qualitative research is also valuable when researchers need to delve deeper into specific topics or phenomena, allowing for a more nuanced understanding that quantitative data may not capture. However, using qualitative research solely to expedite the research process and meet a deadline can compromise the quality and depth of insights gained. Rushing qualitative research may lead to oversimplified conclusions or overlook critical nuances in user behavior, ultimately undermining the validity and effectiveness of the research findings. Therefore, while qualitative research is indispensable in many scenarios, using it as a shortcut to save time on research is not advisable, as it may compromise the integrity and reliability of the research outcomes.

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