11 Basic Data Analysis for Qualitative Research

DOI: 10.4324/9781003363569-15

Business research involves a lot more than numbers and statistics. Some researchers have criticized qualitative research as being “soft” and lacking rigor. However, quantifying findings does not ensure that business research is useful or even accurate. Good research is the result of a careful, thoughtful, knowledgeable approach, whether qualitative or quantitative research methods are used. ...

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