Chap 5
Chapter 5: Qualitative Research
A:
Qualitative Research- terms used loosely to refer to research whose findings are not
subject to quantification or quantitative analysis.
-Quantitative research could be used to examine: attitudes, feelings, and motivations of
the heavy user
Quantitative Research- used to find statistically significant difference between
Heavy and light users.
Intuitive understanding- when people can only understand people and they do so through
this.
-Most significant to managers is the fact that qualitative research typically is characterized by small samples—(a trait that has been the focal point for criticism of all qualitative techniques)
-Many managers are reluctant to base important strategy decisions on small-sample research because it relies so greatly on the subjectivity and interpretation of the researcher.
-Managers feel comfortable with marketing research based on large samples and high level of......
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