Which data collection method allows for both qualitative and quantitative insights?

The focus group method is particularly effective for gathering both qualitative and quantitative insights due to its structured yet flexible approach. In a focus group, a diverse group of participants engages in guided discussions on specific topics. This environment allows for rich qualitative data to emerge as participants share their thoughts, experiences, and perceptions in their own words. The facilitator can encourage debate and diverse viewpoints, resulting in nuanced insights.

At the same time, focus groups can also be designed to collect quantitative data through the use of predefined questions or polls that require participants to rate or prioritize issues, thus generating measurable information that can be analyzed statistically. This dual ability to capture varied types of data makes focus groups a valuable tool in data collection, particularly in understanding consumer behavior or social dynamics.

Other methods like observation, surveys, and interviews tend to focus more predominantly on either qualitative or quantitative data rather than combining the two to the same extent as focus groups. For example, surveys are typically more quantitative and might lack depth, while interviews primarily gather qualitative insights.