Why do we do research?. The one-on-one interview. The Focus Group. Advertising Age 10/11/10. A Snapshot. iPads : 3\% Twitter users: 33\%, make that 13\%, or is it 7\%? Organic food: 3.7\% People $100,000+: 70\% shop Walmart. Quantitative. US Income. Under $100,000: 82.2\%
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Based on Quantitative Findings
Direct observation and ethnographic research reveal what people actually do, rather than what they say they do.
Watching games play games