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The Quantitative-Qualitative Controversy in Marketing Research


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  • Brunello Adrian

    (“Alexandru Ioan Cuza” University of Iaºi)

  • Petruºcã Claudia-Ioana

    (“Alexandru Ioan Cuza” University of Iaºi)

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    A critical point in the process of establishing a research methodology is represented by the choice related to the type of analysis that should be used: quantitative or qualitative. The arguments in favor of quantitative or qualitative research have been the subject of a large number of scientific articles. The difference that can be made between the two research methods refers to each article’s technical specificity and style. In a marketing research, in order to respond to the requirements of validity and reliability, the quantitative and qualitative methodologies should be correlated so that the problem is resolved in a logical way.

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    Bibliographic Info

    Article provided by Ovidius University of Constantza, Faculty of Economic Sciences in its journal Ovidius University Annals, Economic Sciences Series.

    Volume (Year): XI (2011)
    Issue (Month): 2 (May)
    Pages: 145-149

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    Handle: RePEc:ovi:oviste:v:xi:y:2011:i:9:p:145-149

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    Related research

    Keywords: quantitative research; qualitative research; validity; reliability; trustworthiness;

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