Professional Documents
Culture Documents
Lesson 1:
Nature of Inquiry and Research Importance of Research
Nature of Research
Questions Questions
Cannot be Can be
quantified(cou quantified(cou
nted) nted)
Uncovers Predefined
motivations, answer
feelings and options
preferences Can be
representative
and objective
Uncovers in- Relatively
depth costly
information
Relatively
low-cost
Not Can’t uncover
representative in-depth/detail
interpretation, ed response.
subjective