Quantitative Research

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Qualitative Research Techniques Qualitative Research... ‡ Is any research conducted using an observational technique or unstructured questioning. ‡ Often viewed as a ³Soft-approach.´ Conducted: ± when structured research is not possible, ± when true response may not be available [embarrassing ³touchy questions´] ± to explain quantitative research results. ‡ Should not be viewed as conclusive research. ‡ Qualitative and quantitative research are complementary to each other. 2 A Comparison of
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  Qualitative Research Techniques  2 Qualitative Research...   Is any research conducted using an observationaltechnique or unstructured questioning . Often viewed as a ³Soft-approach.´ Conducted:  ±  w hen structured research is not possible,  ±  w hen true response may not be available [embarrassing ³touchy questions´]   ±  to explain quantitative research results. Should not be viewed as conclusive research.  Qualitative and quantitative research arecomplementary to each other.  3 A Comparison of Qualitative and Quantitative Research Qualitative ResearchQuantitative ResearchBasic researchobjective T o gain a broad qualitativeunderstanding of theunderlying reasons andmotivations;As a first step inmultistage research T o quantify the data andgeneralize the resultsform the sample to the population of interest;Recommend a finalcourse of action Type of sampleused Small numbers of non-representative casesLarge number of representative cases Data collectionMethod UnstructuredStructured Nature of dataanalysis  Non-statisticalStatistical  4 Classification of Qualitative Research Procedures   Focus Groups Depth InterviewsDirect(Nondisguised)  AssociationTechniquesCompletionTechniquesConstructionTechniquesExpressiveTechniques ProjectiveTechniquesIndirect(Disguised) Qualitative ResearchProcedures
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