Professional Documents
Culture Documents
Generalizability Testability
A=B
B=C
Therefore, A=C
Examples of deductive reasoning;
Qualitative research
• Is used to explore and understand people's beliefs,
experience, attitudes, behaviour and interactions through
methods such as interviews or focus group discussions. It
generates non-numerical data, very often in words or
pictures rather than numbers. It attempts to get an in-
depth opinion from participants. As a result, qualitative
research has fewer participants than quantitative studies.
Strength & Weaknesses
Business Research Process
Problem Identification
• Sample size
• How difficult it is to find the sampling units (
respondents) and their geographical dispersion?
• Who will do the fieldwork?
Presentation, Report and Decision-making