Qualitative Research
Qualitative Research is suitable for researching any topic. It describes the causality of a particular phenomenon and the hidden symptoms of the behavior and actions of people (the respondents), such as motives, values and attitudes.

Qualitative Research is mostly carried out within a small sample of respondents formed according to selected criteria. The basic methods of acquiring the qualitative data are individual and group interviews, participative (e.g. mystery shopping) and non-participative observation (e.g. monitoring). Concretely, in-depth face to face interviews, life stories (life story approach, oral history), and group discussions (focus groups) are carried out according to a custom-made scenario, which may have a non-structured, semi-structured or structured form.

The advantages of Qualitative Research are – along with lower financial costs (compared to quantitative research) – an undistorted and authentic knowledge of a slice of reality, which is of strategic importance for public and private organizations to make sound decisions.

Research based on secondary analysis of data
Research based on secondary analysis of data provides knowledge of the topic based on the accessible research of quantitative and qualitative data, as well as other sources, both in Slovakia and abroad. Secondary analysis enables you to observe the selected subject matter at a particular time and from different methodological points of view. Such analysis is a common practice of successful managers, academics, and analysts and helps to understand the relevant context, describe developing trends, and identify the key issues of interest.

Quantitative Research
Quantitative Research describes researched phenomenon which can be observed from a major sample, using surveys and questionnaires. Data collected in this manner – mostly standardized (respondent chooses out of the given response options) – are elaborated in statistical terms, which is why it is important that the numbers have a highly interpretative value. At Krajinka, our method is to first analyze and frame the research topic and inform the client of our approach. Following these initial steps, we develop the problem into the questions (open-ended, closed, semi-closed) and we carry out pre-research in a way so that when applying the research to a major sample we are sure the questions are formed properly and fulfill the stated research goal. When collecting as well as analyzing the data, we use control mechanisms at several levels.

Although it can be rather expensive, Quantitative Research provides immediate answers. The strongest asset of this kind of research is the representativeness of findings. If the validity and reliability are also being researched, then this is an irrefutable marketing method for becoming oriented towards the behavior of a large group of people, such as customers or voters.