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| Author: | Tauber, E. |
| Title: | Qualitative vs. Quantitative |
| Journal: | Journal of Advertising Research
1987 : JUNE/JULY, VOL.27-3, p.7 |
| Index terms: | MARKETING RESEARCH MARKETING THEORY SAMPLING |
| Language: | eng |
| Abstract: | The classical two-step study is to conduct first a qualitative study to draw the hypotheses and then to conduct a quantitative one to prove these hypotheses.It is said the difference is mainly in size: one is a small sample, the other is a large one.These studies are not interchangeable.Quantitative research provides a different type of information.One method doesn't produce answers that can be duplicated by the other. They each should stand on their own. |
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