MKT 500 Lecture Notes - Lecture 6: Neuroimaging, Galvanometer, Pupilometer
11 Aug 2016
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Document Summary
The means of data collected during research falls into two main categories: quantitative and qualitative. Qualitative research (soft approach) involves collecting, analyzing, and interpreting data by observing what people do or say any study that uses observational technique or unstructured questioning - provide rich insight into consumer behaviour. Pluralistic research the combination of qualitative and quantitative research methods to gain advantages of both common to start off with exploratory qualitative techniques. Observation methods are techniques in which the researcher relies on his or her own power of observation to obtain information. Types of observation there are 4 ways of organizing observations: direct vs. indirect, covert vs overt, structured vs unstructured. Direct vs indirect: direct observation observing behaviour as it occurs ex. Archives are secondary sources, such as historical records, that can be applied to the present problem. Other examples include record of sales calls, scanner data, etc. Physical traces are tangible evidence of some past event ex.
