COMMERCE 3MA3 Chapter 4: Chapter 4
17 Oct 2018
School
Department
Course
Professor
Document Summary
Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say. The objective is to understand the phenomena. Usually small samples, cheaper, can provide true impressions and results first hand based on more subjective observations and analysis. To obtain insights into consumer behaviour. Quantitative research: research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved. The objective is projection (what will happen) Mixed method research: combination of both quantitative and qualitative research methods in order to gain the advantages of both. You interview and also do the questionnaire (you do this when you don"t have a theory to support your data) There is no better way to understand in depth motivations and feelings of consumers. Can provide true impressions and results on consumer behaviour ( first-hand )
