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| *Ostroff, Fair and Company>>>Other - Advertising & Marketing |
What is qualitative and quantitative work in doing mba project? |
I am doing mba marketing. i would like to do project on advertising. but, can anyone clearly distinguish between qualitative and quantitative work in project? Basically Qualitative research is text based and quantitative is numbers based. With a qualitiative questionnaire or interview you tend to ask open ended questions and then analyse the content of the respondents answers. For example you might ask what degree of success the respondent has had using a particular method of advertising. With a quantitative questionnaire you ask questions where the answers are all numbers: - either a specific number, i.e.how many $'s do you spend on advertising, or - you ask the respondent to select one number out of a range, i.e. select 1 if definitely will not try this particular media for advertising, select 2 if probably won't, select 3 if unsure, select 4 if might, select 5 if definitely will or have (this is a Likert Scale). You analyse quantitative data using parametric or non-parmetric statistics, can be done with statistics software. Hope this helps... |
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