January 2019
Beginner
196 pages
5h 9m
English
Content preview from Qualitative Marketing Research
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Mixed Methods and Qualitative Software
Overview
Mixed method research (MMR) design has evolved over time into a contemporary paradigm to accommodate the statistical decisions and qualitative perceptions of subjects in a longitudinal and spatial research and to interpret the results objectively. MMR offers researchers an opportunity to develop inductive theories and simultaneously test the deductive theories in complex disciplines like cognitive sciences, psychometric studies, and obscure sociological studies. Evidence-based research in clinical trials of medicines and social innovation projects have widely used the MMR approaches. This chapter discusses the salient attributes of MMR and argues the benefits of integrating the qualitative ...