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Qualitative vs. Quantitative Research

According to the scenario, individual lenders will evaluate the potential of the proposed project and the likelihood of success before granting a loan to a small business. Researchers need to find out what key ideas or issues the loan officers are looking at.

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These comments relate to scenario number two. The key research question deals with how loan officers evaluate loan requests from small businesses. This type of question is best handled with qualitative research. Qualitative research uses multiple focal points in order to collect data. It analyzes such things as what people say, mean, need or desire. It also looks at what people do and the culture in which it takes place. Qualitative research is trying to find the "why" not the "how". The information ...

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Qualitative research uses multiple focal points in order to collect data. It analyzes such things as what people say, mean, need or desire. It also looks at what people do and the culture in which it takes place. Qualitative research is trying to find the "why" not the "how". The information gathered in qualitative research leads to insights into people's attitudes, behaviors, value systems, concerns, motivations and culture.

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