5 In a small group, discuss the following issues: Quantitative techniques of analysis and data display have

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5 In a small group, discuss the following issues: ‘Quantitative techniques of analysis and data display have no role to play in qualitative data analysis’

and ‘Theoretical sampling could never work in commercial marketing research given that it creates an open-ended agenda of issues to explore and participants to pursue.’

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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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