Read the summary and the most important questions on business research 3

• Chapter 6: elements of research design

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• when is qualitative research useful? (5)

  1. when it is difficult to develop specific and actionable research statements 
  2. when the research objective is to develop an understanding of phenomena in depth and detail
  3. when the research objective is to learn how consumers use a product in its normal setting 
  4. when behavior is context-dependent 
  5. when a fresh approach is needed  

• what are the major differences between qualitative and quantitative research?

  quantitative research:
  - descriptive and conclusive 
  - addresses research objectives through empirical assessments that involve numerical measurements and statistical analysis.
  
  qualitative research:
  - exploratory 
  - uses small vs large samples 
  - asks a broader range of questions, structured vs unstructured 
  - subjective interpretation vs statistical analysis 

• what is the common purpose of qualitative data?

  to discover ideas, used in exploratory research with general research objectives

• what is the approach of qualitative research?

  observe and interpret

• what is the data collection approach of qualitative research?

  1. unstructured and in free-form 
     
  2. researcher independence 
     
  3. researcher is intimately involved and the results are subjective 
     

• what is the approach of quantitative research?

  measures and tests

• what is the data collection approach of quantitative research?

  researcher is uninvolved observer and the results are objective

• name a few qualitative methodologies

  - ethnographic research 
  - ethnomethodology 
  - grounded theory 
  - case studies 

• what is ethnographic research?

  ethnographic research is observation research and studies respondents in their natural habitat.
  observations can be: textual, audio, video: descriptions of what respondents do and how they do it.
  can be applied to personal interviews 

• what is one of the most important differences between quantitative research and qualitative research? (role of the researcher)

  - there is a higher level of interference 
  - skills are highly dependent on the skills of the researchers 
  - it is a lot harder to do well