COMMERCE 2MA3 Lecture 8: September 22
7 Nov 2016
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Document Summary
Primary research is divided into qualitative and quantitative research. Reliability is getting the same result if someone else did the same experiment. Validity is getting the results for the research. If the sample is representative, then it is reliable. These methods are very good for testing predictions. Differences between qualitative and quantitative research are highlighted in the table. Mystery shoppers are customers who are part of the company who come in to the stores without the knowledge of the employees and they check for customer service, greetings, cleanliness, etc. and report it back to the head office. Ethnography is becoming a fly on the wall and is observing the people in that room. Qualitative research results are usually small except for when it comes to social media. Trained researchers ask questions, listen to and record answers. They then pose additional questions to clarify. This is the most common qualitative research method.
