What Is Descriptive Research?

Descriptive research is one of three basic types of research design. It is a quantitative research method that is considered conclusive and is used to test specific hypotheses and describe characteristics or functions. Descriptive research should have a clear and accurate research question/problem. Some reasons you would choose to conduct...

What Is Qualitative Data?

Qualitative data definition Qualitative data is non-numerical data that is observed, descriptive, and subjective. It is related to characteristics and qualities rather than trends and statistics. Qualitative data is collected through qualitative research methods, which range from simple surveys to sit-down focus group discussions. Comparison of qualitative and quantitative data...

[Infographic] Media Consumption in the Time of Social ...

While 95% of Americans remain under instructions to stay at home, Invoke continues to try to understand how the dystopian reality that is the Covid-19 pandemic is impacting the consumption of streaming content. On March 30, 2020, we began conducting weekly asynchronous Invoke Pulse sessions. Week 1 results have already...

How to Conduct a Focus Group

Focus groups are one of the main qualitative research methods utilized in market research, to help understand broader consumer opinions. They are small, intimate discussions led by a researcher to gauge reactions to a particular product in a group setting. As the name indicates, they are focused on a single...