Emma Wallace, research director at the social research arm of Ipsos Mori, said councils risk setting unrealistic targets if they are unaware of the limitations of quantitative and qualitative research. "Research must be taken at face value. You have to be realistic about what you can achieve with a short, tick-box survey," she said.
She added that numbers-based research can be helpful in considering the needs of hard-to-reach community members, but researchers must be clear about how to avoid ethical problems.
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