5-13 Qualitative VS.Quantitative Research >Qualitative research: >Quantitative research collecting,analyzing,and (survey research)use interpreting data observing structured questions and a what people do and say, large number of respondents can be quantified after a >Often a combination of translation process.Data qualitative and quantitative from qualitative research research methods.It is can give a researcher common to begin with an some insight ideas of a exploratory research and then person's opinions. the quantitative research.The >Techniques: qualitative is used to help the observation,focus group research understand the interview and others. findings. 制卧价策易大考 国际商学院市场营销学系Qualitative VS. Quantitative Research ¾Qualitative research: collecting, analyzing, and interpreting data observing what people do and say， can be quantified after a translation process. Data from qualitative research can give a researcher some insight ideas of a person’s opinions. ¾Techniques: observation, focus group interview and others. ¾Quantitative research (survey research) use structured questions and a large number of respondents. ¾Often a combination of qualitative and quantitative research methods. It is common to begin with an exploratory research and then the quantitative research. The qualitative is used to help the research understand the findings. 5 －13 5 －13