(See related pages)
After reading this chapter, you will be able to
- Identify the fundamental differences between qualitative and quantitative research methods and explain their appropriateness in creating useful managerial information.
- Describe and explain two popular qualitative techniques used in gathering primary data.
- Explain the basic pros and cons of using qualitative methods of data collection.
- Explain focus groups, the importance of a moderator, and how the findings are used to improve decision making.
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