教案[chapter 8] 观察法、焦点小组访谈和其他定性方法.pptVIP

_______________________________________________________________ * 肖翔 - 湖南师范大学商学院 2010 _______________________________________________________________ * 肖翔 - 湖南师范大学商学院 2010 Observation, Focus Groups, and Other Qualitative Measures Xiao Xiang Business School, Hunan Normal University xiaoxiang100@126.com Chapter 8 Categories of Research Qualitative research 通过观察人们的言谈举止来收集、分析和解释数据 research involving collecting, analyzing, and interpreting data by observing what people do and say Quantitative research 指调研中采用结构化的问题，得可选择的问题答案是事先确定的，有大量的受访者 research involving the use of structured questions in w