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Tài Liệu Giảng Dạy
Chapter 4_Exploratory and Observational Research: Designs and Data Collection Approaches
01/12/2017 Tài Liệu Giảng Dạy 0. Bình Luận

Learning objectives:

  • Identify the major differences between qualitative and quantitative research.
  • Understand in-depth interviewing and focus groups as questioning techniques.
  • Define focus groups and explain how to conduct them.
  • Explain other qualitative data collection methods such as ethnography, case studies, netnography, projective techniques, and the ZMET.
  • Discuss observation methods and explain how they are used to collect primary data.

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