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Qualitative and quantitative research in business situation

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1- Discuss and evaluate the use of qualitative research in business situations.

2- Discuss and evaluate the use of quantitative research in business situations.

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Qualitative and Quantitative Research in Business Situations
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Qualitative and Quantitative Research in Business Situations
Qualitative Research in Business Situations
Qualitative research is "any kind of research that produces findings not arrived at by means of statistical procedures or other means of quantification (Strauss and Corbin, 1990, p.17)." It is descriptive rather than calculative. Qualitative is more the deeper ideas or concepts. These ideas come from case studies, group discussions, interviews, and observations conducted with consumers. Most of the information is derived from opinions and thoughts collected during these encounters with people. It is more effective if the consumer is caught off guard with the questions because most likely they will react with the first thoughts they think and those will be the most reliable.
Qualitative research happens in the real world which when analyzed actually either sets the foundation for quantitative research or supports what is found by quantitative research. In business, qualitative researchers look for the reasons and are normally not satisfied with the answers that quantitative researchers find. The qualitative researchers have to develop the knack to really listen and draw out of the public their particular thoughts and reactions to products, issues, and ideas. This is a talent that does not develop overnight. It could be best compared to the skill of negotiating. In negotiating, the negotiator positions the conversations in such a way to obtain the information he or she is looking for. Marketing research depends on qualitative responses, since it is the opinions and feelings of the consumers that they need and want. These answers they are looking for are ...

Solution Summary

Qualitative and quantitative research in business situations are examined and evaluated.