Hybrid studies can enrich and cheapen at the same time?

Laure Castelnau, Paula Yamakawa and Helio Gastaldi

This paper explores the use of three survey methods in Brazil - online, telephone and face-to-face - to understand why each method is chosen, and proposes a hybrid methodology that can be used in public opinion research.

Hybrid studies can enrich and cheapen at the same time?

Laure Castelnau, Paula Yamakawa and Helio GastaldiIbope Inteligência

Introduction

At the same time that we admit that online surveys are not yet representative of the national population in Brazil, there is no doubt that it is now possible to perform hybrid studies and obtain the contribution of the “online” for studies on the general population or voters.

Online surveys can deliver information that helps in understanding the context and may even point to anticipate trends and future behaviors.

This presentation offers the market a very important learning from the...

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