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  • Primary research methodologies can generally be categorised into quantitative or qualitative techniques, although sometimes a combined approach is used. It is important that you understand the difference between them, the advantages and disadvantages and when they would be appropriate to use. Whichever methods you select, you must justify your choice and explain how this relates to the literature that you have discussed in the literature review.

    Qualitative Research - the way people feel or think

    • Journal accounts
    • Open-ended questionnaires
    • Unstructured interviews
    • Unstructured observations

    Analysis is difficult

    Quantitative Research - measured in units/statistical date

    • Rating scales
    • Polls
    • Experiment
    • Closed questions
    • Survey