RESEARCH METHODS: OVERCOMING LIMITATIONS Each method encountered a limitation which could have led to a biased result. This means that the business may be founded on a misleading insight. This is not something that can be easily overlooked when a large investment of capital is at stake. There were two methods used to overcome this bias: 1. Double checking consistency of all primary research by comparison against published market data. This was harder in the concept testing stages than the baby boomer behaviours stages, as these were easy to measure. 2. Using both a mixture of Qualitative and Quantitative research, and comparing data and insights for any discrepancies.
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