BUS-M 303 Chapter Notes - Chapter 5: Linkedin, Text Mining, Passive Monitoring
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Quantitative marketing research [z&b, p. 99] = __________ * provide research data subject to quantification or quantitative analysis. M303 -- chapter 5 study guide - page 1. Characteristics of quantitative research procedures: a. structured (formal) data collection process b. use large, representative samples c. employ statistical data analysis. ~> research results _ are not _ subject to interpretation. Qualitative marketing research [z&b, p. 97] = ____________ * provide research data not subject to quantification nor quantitative analysis. Characteristics of qualitative research procedures: a. unstructured (informal) data collection process b. use small, non-representative samples c. employ non-statistical data analysis. ~> research results _ _ _ _ _ _ _ subject to interpretation. * results are subjective [z&b, p. 99] = _________________ ~> all researchers _ _ _ _ _ _ _ _ same conclusion from research results. M303 -- chapter 5 study guide - page 2. A. exploratory research [z&b, p. 48] = _______________________
