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Published by Keyur Bhojak
RESEARCH DESIGN FOR MANAGEMENT
RESEARCH DESIGN FOR MANAGEMENT

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Categories:Presentations
Published by: Keyur Bhojak on Aug 25, 2013
Copyright:Attribution Non-commercial

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08/25/2013

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Chapter Five
Exploratory Research Design:
Qualitative Research
 
5-2
 A Classification of Marketing Research Data
SurveyDataObservationaland Other DataExperimentalDataQualitative Data Quantitative DataDescriptive CausalMarketing Research DataSecondary Data Primary Data
 
5-3
Qualitative vs. Quantitative Research
Qualitative Research To gain a qualitativeunderstanding of the
underlying reasons and
motivationsSmall number of non-representative casesUnstructuredNon-statisticalDevelop an initialunderstandingObjectiveSampleData CollectionData AnalysisOutcomeQuantitative ResearchTo quantify the data andgeneralize the results from
the sample to the population
of interestLarge number of representative casesStructuredStatisticalRecommend a final course of action

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