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Community Research

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Community research is a comparatively new type of marketing research, combining the tools of qualitative and quantitative methods. It is mostly used in the Internet area. Scores of persons participate in moderated discussions for a few weeks. As a starting point, a framework plan is used and it is adequately modified and completed during the research.

The respondents recurrently answer the questions and react to the moderator´s stimuli, as well as to the opinions expressed by the other participants. The output brings new qualitative information, and moreover, with regard to the number of respondents, it is even possible to carry out basic qualitative analysis.