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Discuss the following statement: “Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings.” Cook & Reichardt (1979) stated that the
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Q2. Discuss the following statement: "Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings." Cook & Reichardt (1979) stated that the functions of quantitative research are more important than qualitative research. However, this statement is not that suitable and reliable nowadays. Quantitative research, as well as qualitative research, plays a significant role in today marketing research area. They enable researchers to analyze and evaluate people's behaviors and thinking for a particular topic. Most companies use this research methodology to get reliable and primary data. (Malhotra, 1999) "The distinction between qualitative and quantitative research are closely parallels the distinction between exploratory and conclusive research." (Malhotra, 1999, P.147) However, there are still many scholars argue about this topic for different reasons. In this report, it will bring up with arguments and analyses for both research methods, and a final conclusion will be made to...
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