Qualitative Research
978-613-1-06745-7
6131067457
116
2010-07-28
39.00 €
eng
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Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Qualitative research is a method of inquiry appropriated in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed, rather than large samples. Qualitative methods produce information only on the particular cases studied, and any more general conclusions are only hypotheses (informative guesses). Quantitative methods can be used to verify, which of such hypotheses are true.
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