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midterm 2

marketing research chapter 6,7,8

Qualitative research (quality) involves collecting, analyzing, and interpreting data by observing what people do and say. Cannot be summarized in the form of numbers. ( subjective)
Pluristic research combination of both quantitative and qualitative research in order to gain the advantages of both ( quantity & quality )
Goal of qualitative research a complete detailed description. (the form of data will be in words, pictures, or object) - "soft research" - Intended to provide insights or to understand a problem - researcher is the data gathering instrument - does not recommend a final course of
Goal of quantitative research
Quantitative research (quantity) the use of structured question in which responses options have been predetermined and a large number of respondents involved. (Objective)
Created by: loverockstar92
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