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Essay / Research Paper Abstract
This 3 page paper looks at four different tools that could be used for research. Starbucks wants to introduce a new fruit juice drink, but will need to undertake primary research and suitable research tools need to be identified. Two quantitative tools, questionnaires and an internet survey and two qualitative tools, personal interviews and focus groups are described and compared. The bibliography cites 3 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEstartools.rtf
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Unformatted sample text from the term paper:
of garnering the information from the research sample. There are two types of research that can be undertaken, quantitative and qualitative. Quantitative research is where the researcher wants to gain
a large amount of results; this is usually to support a statistical analysis of the results. As long are results are gathered from sufficient respondents that are suitability aligned to
the target market being researched it is highly likely the results will be representative of the target market, the large sample reduces the potential of skewed results due to an
unrepresentative sample. However, with quantitative data there is a trade off, in order to gain a large number of results there is a lack of depth in the results gained
(Curwin and Slater, 2003). By comparison quantitative data will make use of only a few respondents, but focus in the quality of the results rather than the quantity, with
this type of research there is a greater ability to gain in-depth answers. In qualitative research most questions will be closed questions to allow for analysis, with qualitative research there
is the opportunity to ask many open questions in order to gain more knowledge, such as asking why a particular answer is given. This can also be used for statistical
analysis as the answers can be coded after the event, however with fewer results there is more potential for an error due to an unrepresentative sample. When designing research
there are different tools and approaches for these two types of research. But they are not mutually exclusive, it is possible to make use of both types of research, for
example, gaining a good overall opinion using quantitative research and then undertaking qualitative research to confirm and understand the results. Whatever method is used it is assumed that the tool
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