The hybrid approach combines at least two research methods, such as mail and online surveys, in order to improve response rates and/or measurement validity. Hybrid approaches might use both quantitative and qualitative methods.
At WHP Research, we often recommend using a combined quantitative and qualitative approach to provide the most useful information. Results from quantitative surveys might lack the depth of answers needed to understand customers’ perceptions while qualitative surveys are exploratory and are not projectable to the whole population. Thus, a combined approach might be best suited to address your research objectives.