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Unit 1 -  This unit entailed how business has to use various method of collecting critical information through research to make right decisions. Insight was given on the definition of research, and what business research is to support how businesses target their customers based on various results. For example; buying habits, consumer attitudes, staff retention, market testing and employee attitudes. These research practices help business conducting research to; understand existing customers, set realistic targets, examine and solve business problems, identified business opportunities, prepare for business expansion, develop effective strategies and identify potential customers.

Three types of research

·         Exploratory- Not clear research with limited information on topic of interest, used in companies breaking into a new market.

·         Descriptive- finding out who, what, when, where, why and how

·         Causal- explain the cause and effect relationship between variables.

Research theories

Epistemology-(positivism, interpretivist and pragmatism)

Ontology-(objectivism and subjectivism)

Axiology- nature of values, interpretivist allow their values to influence how they see the world, positivist remain value free)

Research Approach

Deductive process -5 sequential stages, beginning with a theory and ending with modification of the theory.

Inductive process – a theory will occurs at the end of the process based on results of data analysis.

Research Strategies

Qualitative- descriptive data

Quantitative-numerical data

Mixed Methods Research use of both qualitative and quantitative methods of data collection.

Issues in Research

• honesty • objectivity • integrity • carefulness • openness • respect for intellectual property • confidentiality • responsible publication • responsible mentoring • respect for colleagues • social responsibility. w

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RESEARCH 1 - 5 - Differences in Quantitative and Qualitative Research

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Brief Comparison of Qualitative and Quantitative Research Methods

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Chicago School of Professional Psychology

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Developing Mixed Methods Research with Dr. John W. Creswell

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Explore developing your own Mixed Methods Research plan as Dr. John W. Creswell uses mixed methods research to survey participants testing a new video game.