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Methodological triangulation
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Methodological triangulation
The purpose of methodological triangulation within market research is to increase the validity of a study.
Each method has different strengths and weaknesses. However, methodological triangulation balances them out, and therefore creates a richer and more robust account.
It is important to use methods which balance out each other. An example of this would be to use a mixture of qualitative and quantitative techniques.
Louis Cohen and Lawrence Manion described methodological triangulation as an: “attempt to map out, or explain more fully, the richness and complexity of human behaviour by studying it from more than one standpoint”.
As implementing methodological triangulation in market research gathers a variety of opinions and data, when the methods are combined, they allow an element of cross-checking.
Using methodological triangulation gathers more comprehensive data and a greater insight into a research topic, far greater than adopting just one method.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
