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qualitative research

interpretive study of a special issue or problem in which the researcher is central to the sense that is made

qualitative

how and why, participant's perspective, explores hypotheses, describes, common methods: groups, individual interviews, participation/observations, small sample size, more depth less structure

quantitative

who, what, how much, where, researcher's perspective, confirms hypotheses, quantifies, surveys, interviews, longitudinal studies, controlled observations

qualitative advantages

much cheaper, understanding motivations and feelings, can improve efficiency and effectiveness of quantitative

disadvantages

marketing success and failure is based on small differences, doesn't distinguish those differences well, not representative of the population of interest to the reader

deductive approach

using existing theory to shape the approach which you adopt to the qualitative research process and to aspects of data analysis

pattern matching

involves predicting a pattern of outcomes based on the theoretical prepositions to explain what you expected to find

explanation building

involves attempting to build an explanation while collecting and analysing the data, rather than testing a predicted explanation as in pattern matching

analytical procedures

pattern matching, explanation building

inductive approach

building up a theory which is adequatly grounded in a number of relevant cases, reffered to as interpretative and grounded theory

art of interpretation

field text, research text, working interpretative document, public text

field text

consists of field notes and documents from the field

research text

notes and interpretations based on the field text

working interpretative document

writers initial attempt to make sense out of what he has learned

public text

final tale of the field

qualitative planning

goals and objectives, who are you studying, level of rigor, role of the researcher