Qualitative versus Quantitative Research in Marketing
نویسندگان
چکیده
منابع مشابه
Qualitative Research Methods in Marketing
Gummesson contends that quantitative techniques are mostly used to try to pinpoint causality, usually between two or a few variables where the independent and dependent variables are defined. According to Milliken, in reviewing the management literature, especially marketing management, it is evident that little attention has been paid to qualitative research in the discipline. Varki et al. hol...
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Journal of Marketing Research Vol. XXXVII (November 2000), 480–489 *Sajeev Varki is an assistant professor, University of Rhode Island (email: [email protected]). Bruce Cooil is an associate professor, Owen Graduate School of Management, Vanderbilt University (e-mail: [email protected]). Roland T. Rust is David Bruce Smith Chair in Marketing, Robert H. Smith School of Business...
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This paper attempts to discuss how qualitative (intensive) and quantitative (extensive) research strategies differ by contrasting epistemological and ontological aspects and how these beliefs and views fit with their different intellectual goals. Firstly, this paper discusses the importance of understanding philosophy in social science research and its relation to qualitative (intensive) and qu...
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Background: Divorce has always been one of the five main issues in the country and one of the criteria for community health. Therefore the purpose of this study is to investigate quantitative and qualitative researches on the factors affecting divorce through systematic review. Method: The research community includes all the quantitative and qualitative articles published (2006-2016) regarding...
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Find loads of the quantitative and qualitative methods in psychotherapy research book catalogues in this site as the choice of you visiting this page. You can also join to the website book library that will show you numerous books from any types. Literature, science, politics, and many more catalogues are presented to offer you the best book to find. The book that really makes you feels satisfi...
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ژورنال
عنوان ژورنال: Revista de Negócios
سال: 2013
ISSN: 1980-4431,1413-3849
DOI: 10.7867/1980-4431.2013v18n1p5-9