When to use qualitative methods: a new approach

Explores the application of qualitative research as a plausibility check for quantitative research. Uses the case example of a survey conducted by American LIVES for Douthit Communications, looking into aspects of the house purchase process. Outlines a typology of five categories of people in the real estate market, which was developed from the survey. Concludes that neither qualitative nor quantitative techniques have universal applicability, but the use of qualitative techniques can bring quantitative information to life.