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Qualitative Research

In: Survey Research for Managers

Author

Listed:
  • Peter F. Hutton

    (Market & Opinion Research International Ltd (MORI))

Abstract

Summary Qualitative research uses quite a different range of techniques to quantitative research and has a very different role, but is no less valuable. It is widely used in all the areas of research described in this book, both to stand in its own right and as a complement to survey research.

Suggested Citation

  • Peter F. Hutton, 1990. "Qualitative Research," Palgrave Macmillan Books, in: Survey Research for Managers, edition 0, chapter 11, pages 219-239, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-20698-8_11
    DOI: 10.1007/978-1-349-20698-8_11
    as

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