Topics: Qualitative research, Scientific method, Research Pages: 1 (511 words) Published: November 3, 2014

Qualitative research methodologies comes from the understanding of f disciplines, including anthropology, sociology, psychology, linguistics, communication, economics, and semiotics. Historically, qualitative methodologies have been available much longer—some as early as the 19th century than the quantitative tools marketers rely on so heavily. (2014) Donald R. Cooper Quantitative research attempts precise measurement of something. In business research, quantitative methodologies usually measure consumer behavior, knowledge, opinions, or attitudes. Such methodologies answer questions related to how much, how often, how many, when, and who (2014) Donald R. Cooper There are a few methods researchers’ uses to acquire or validate data; The interview is the primary data collection technique for gathering data in qualitative methodologies. Interviews vary based on the number of people involved during the interview, the level of structure, the proximity of the interviewer to the participant, and the number of interviews conducted during the research. An interview can be conducted individually (individual depth interview, or IDI) or in groups. (2014) Donald R. Cooper Questionnaires often make use of Checklist and rating scales. These devices help simplify and quantify people's behaviors and attitudes. A checklist a list of behaviors, characteristics, or other entities that the researcher is looking for. Either the researcher or survey participant simply checks whether each item on the list is observed, present or true or vice versa. A rating scale is more useful when a behavior needs to be evaluated on a continuum. They are also known as Likert scales. (Leedy and Ormrod, 2001) http://people.uwec.edu/ When it comes to statistic analysis, there are two classifications: descriptive statistics and inferential statistics.  In a nutshell, descriptive statistics intend to describe a big hunk of data with summary charts and tables, but do not attempt to draw conclusions about...
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