Qualitative and Quantitative Research

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Week Four Team Reflection
3.1
Qualitative research is the research of observation; this research is good for extracting feelings, emotions motivations, perceptions, self- described behavior, and consumer language. Whereas quantitative research deals with measurements, behavior, knowledge, opinions, and attitudes. Both are essential in their respective research. Qualitative research techniques consist of focus groups, rounded theory, action research, observation, and group interviews. The dangers are psychology, anthropology, sociology, economics, communications, and semiotics. The differences in theory building are:

Qualitative:
Understanding
Highly participation based
Longitude multi method
Non-profitability purpose
Small sample
Verbal and pictorial data
Reduced to verbal codes
Quantitative:
Descriptive
Limited and controlled
Cross Sectional and single method
Probability
Large Sample Size
Verbal descriptions

3.2
The difference between qualitative and quantitative research is that qualitative deals with research that is done more with human judgment, emotion, is done in smaller samples, are observations, and are more expensive than quantitative research. Quantitative research pertains to the precise measurement using numbers, has no direct involvement with participants, and businesses use this type of research more because it deals more with research that will lead to a change in profits of a business. 3.3

Researchers can choose a research design to fit their research purposes and situation. For example, if the purpose of research is to acquire a summation of data that allows researchers to create statistics for comparison, a reporting study is suitable while if the purpose is to answer questions such as who, what, where, when or how much, a descriptive study is appropriate. Researchers can also select either a design that involves manipulating variables, that is, an experimental design, or one that does not, that is, an ex post facto...
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