ADV 3500 Lecture Notes - Lecture 13: Data Analysis, Focus Group
14 Feb 2019
School
Department
Course
Professor
Document Summary
Quantitative vs qualitative methods: not everything that can be counted counts, and not everything that counts can be counted. Einstein: neither qualitative nor quantitative research is better than the other. They both o er something unique to the investigative process: qualitative. Numerical data: recommend a nal course of action, identify and target market segments. Wednesday, february 6, 2019: find a consensus on an issue, project results to a larger population, find evidence for cause-e ect relationships, observe characteristics of a given group of people (e. g. demographics, test speci c hypostasis and examine speci c relationships. What is qualitative research: a strategy for systematic collection, organization, and interpretation of textual information, generally uses inductive approaches to generate insights into phenomena that are di cult to measure quantitatively, generates a comprehensive description of: Processes, mechanisms, settings, and perspectives: meaning making. Types of qualitative research: in-depth interview, focus group, observation.
