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There is no standard, but there are standard approaches There are instances where you need to enumerate emotional reactions to a product. For these situations, designers have borrowed from well-known psychometric techniques to get the job done: Because words used to describe emotions/reactions are often subjective, researchers often use an intensity ...


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I think that providing them with a predefined list may be somewhat going against the idea of qualitative evaluation, it's already a step towards the quantitative approach. In qualitative research it's customary not to cage the subjects into a closed set of answers, but to prefer open-ended questions. A standard qualitative process that can help you ...



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