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Theoretical and Empirical Comparative Analysis on Quantitative and Qualitative Marketing Researches
Abstract
This chapter focuses on the similarities and differences between quantitative and qualitative marketing research projects and the possibilities of combining them in triangulation. The comparative analysis of both types of the research was conducted on the basis of literature review and the empirical research results, which were obtained from the evaluation of usability of Polish bank website. In the following sections, the authors discuss issues such as: 1) specificity of quantitative vs. qualitative marketing research, with regards to the implemented research projects; 2) methodological aspects of quantitative and qualitative research. They compare the selected research and sampling methods. Also, the problems which may occur with reference to quantitative and qualitative marketing research triangulation on different stages of the research project are discussed. Moreover, strengths and weaknesses of triangulation are analyzed. At the end, the example of quantitative and qualitative triangulation in the research project investigating the usability of websites is presented.
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