haku: @indexterm MARKETING THEORY / yhteensä: 244
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| Tekijä: | Tauber, E. |
| Otsikko: | Qualitative vs. Quantitative |
| Lehti: | Journal of Advertising Research
1987 : JUNE/JULY, VOL.27-3, p.7 |
| Asiasana: | MARKETING RESEARCH MARKETING THEORY SAMPLING |
| Kieli: | eng |
| Tiivistelmä: | 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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