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Qualitative vs. QuantitativeCompare and Contrast Qualitative and Quantitative research in Business ResearchQuantitative research uses numbers and statistics, allowing testing of a hypothesis through the systematic collection and analysis of data. On the other hand, qualitative research focuses on words and meanings, allowing exploration of ideas and experiences. Quantitative research examines a huge number of people that answer questionnaires that rely on multiple and numeric answers tabulated (0 to 10), open ended and closed ended questions (Arghode, 2016). Qualitative research identifies abstract concepts, while quantitative one collects numeric data, with a major difference in the type of action applied and size of respondents.Keely et al. (2016) explains that qualitative research repre...
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