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Define qualitative and quantitative research. Compare and contrast the two approaches

Define qualitative and quantitative research. Compare and contrast the two approaches

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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 Define qualitative and quantitative research. Compare and contrast the two approaches

 

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Step 1: Introduction

Research is a systematic inquiry aimed at acquiring knowledge and understanding of various phenomena. Two fundamental research approaches are widely used: qualitative and quantitative research. These approaches differ in their methodologies, data collection techniques, and analytical processes, making them suitable for distinct research questions and objectives. This answer will delve into the definitions, key characteristics, and differences between qualitative and quantitative research, highlighting their strengths and weaknesses.

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