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Read the summary and the most important questions on Lectures
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1 Lecture
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how to accomplish objectives?
* catch the opportunity* trial-and-error -
Quantitative business research methods
* numbers* survey* laboratory experiment* simulation* mathematical modelling -
Qualitative business research methods
* text* case study* interviewing* focus group* grounded theory* action research -
2 Lecture
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Quantitative is essential for the interview
* Using number, it can objectively describe, test, segment and predict* it tells you main behaviors, trends, satisfaction levels, attitudes, awareness -
Qualitative is essential for the interview
* gives detail, understanding, emtoional response* emotion is always involved -
pros of quantitative research
* objective* suitable for explanation* suitable for generalization -
pros for qualitative research
* studying a topic in depth* takes into account the context* suitable for exploration > developing a theory based on naturally occuring data* may discover emotional and non-rational to provide a holistic response and generate new idea -
cons of quantitative research
* little or no contact with people or the field* not always possible to gnerate new hypotheses* aspects can be lost, superficially treated* context is not taken into account -
cons of qualitative research
* subjective, prone to interpretation* difficult to insure validity, reliability, generalisability -
plan of research, states the intentions of research:
1. Research goals, objectives and research questions2. Research settings3. Data collection4. Sampling5. Data analysis methods6. conceptual model
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