Furthermore, the researcher could explore the frequency of purchase, consumption, budget, and usual places where the mother purchases the product. Also, the exploratory discussion could lead to other dimensions and information about breakfast cereal purchase and consumption that were not identified in previous studies. Similarly, in IDIs, concepts that will be explored and discovered during the one-on-one interview could be developed into variables for the survey. For concepts identified in FGDs and IDIs, they will be used as variables for the survey, and will be tested during the analysis stage for validity and reliability. Another proposed approach is through an ethnographic study. Similar to the qualitative methods, an ethnographic study would explore concepts that will be quantitatively tested for validity and reliability in the survey....

In ethnographic studies, the researcher will observe and take note of the processes that take place in the target groups' natural environment. This could be from the purchase of a breakfast cereal brand in a supermarket to the preparation and consumption of cereal in the morning. Taking note of the processes and all thoughts and feelings expressed by the participants of the study would then be converted into concepts for the qualitative aspect of the study, and would then be used as variables for the survey.
For the FGDs, IDIs, and ethnographic study, the researcher will test for reliability through coding reliability tests (inter-coder reliability tests). Since qualitative studies are inherently valid and authentic (assuming the methods are strictly), then concepts and findings will be tested for reliability more than validity.