5 In a small group, discuss the following issues: Quantitative research is more important than qualitative research

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5 In a small group, discuss the following issues: ‘Quantitative research is more important than qualitative research because it generates conclusive findings’

and ‘Qualitative research should always be followed by quantitative research to confirm the qualitative findings’.

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Marketing Research Applied Insight

ISBN: 187940

6th Edition

Authors: Daniel Nunan, David F. Burks, Naresh K. Malhotra

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