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QUALITTATIVE AND QUANTITATIVE RESEARCH, Strategic planning using research…
QUALITTATIVE AND QUANTITATIVE RESEARCH
QUALITATIVE
USED IN SURVEYS, OBSERVATIONS AND INTERVIEWS
In research it will deal with open ended questions like how and what.
Exploratory former research
collect data from : Newspapers, journals, interviews, observation video and audio materials.
Very time consuming on final report
Naturalistics and interpretive
ethnographic and phenological
Goal
-Rich descriptions of behaviors and realities
Textual analysis
Characteristics
-Open ended questions (what, how and when)
-Can't be quantified(counted)
-uncovers in depth info relatively low-cost
-not representative interpretation subjective
QUANTITATIVE
Characteristics
Can be counted, measured is quantifiable
-closed ended questions predefined answers options
-can be representative and objective
-Cant uncover in depth / detailed response, is relatively costly.
Statistical analysis
-Experiments
-Surveys/questionnaires
-Large datasets
-Structures interviews and observations
GOALS
-Describe
-Predict
-Test
-Measure
more rigid
analysis data point on final report
Research that looking for variables
Secondary Research
Primary Research
Data quality validity and reliability
Strategic planning using research and analysis