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Specific researchSPECIFIC RESEARCH is a method used when gathering primary information for a market survey where

targeted customers / consumers are asked very specific and in-depth questions geared toward resolving

problems found through prior exploratory research.

Empirical evidence:Empirical evidence(also empirical data, sense experience, empirical knowledge, or the aposteriori) is a source ofknowledgeacquired by means ofobservationorexperimentation.

[1]

Empirical evidence is information thatjustifiesabeliefin the truth or falsity of an empiricalclaim. In theempiricistview, one can only claim to have knowledge when one has a true belief

based on empirical evidence. This stands in contrast to therationalistview under whichreasonor

reflection alone is considered to be evidence for the truth or falsity of somepropositions.[2]

Thesensesare the primary source of empirical evidence. Although other sources of evidence, such as

memory,and thetestimonyof others ultimately trace back to some sensory experience, they are

considered to be secondary, or indirect.[2]

In another sense, empirical evidence may be synonymous with the outcome of an experiment. In

this sense, an empirical result is a unified confirmation.

QUALITATIVEVERSUS

QUANTITATIVE

RESEARCH

criteria Qualitative Research Quantitative Research

Purpose To understand & interpret social

interactions.

To test hypotheses, look at cause &

effect, & make predictions.

Group Studied Smaller & not randomly selected. Larger & randomly selected.

Variables Study of the whole, not variables. Specific variables studied

Type of Data Collected Words, images, or objects. Numbers and statistics.

Form of Data Collected Qualitative data such as open- ended

responses, interviews, participant

observations, field notes, & reflections.

Quantitative data based on precise

measurements using structured &

validated data-collection instruments

Type of Data Analysis Identify patterns, features, themes. Identify statistical relationships.Objectivity and Subjectivity Subjectivity is expected. Objectivity is critical.

Role of Researcher Researcher & their biases may be known

to participants in the study, & participant

characteristics may be known to the

researcher.

Researcher & their biases are not kno

to participants in the study, & particip

characteristics are deliberately hidden

from the researcher (double blind

studies).

Results Particular or specialized findings that is

less generalizable.

Generalizable findings that can be

applied to other populations.

http://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Knowledgehttp://en.wikipedia.org/wiki/Observationhttp://en.wikipedia.org/wiki/Observationhttp://en.wikipedia.org/wiki/Observationhttp://en.wikipedia.org/wiki/Experimenthttp://en.wikipedia.org/wiki/Experimenthttp://en.wikipedia.org/wiki/Empirical_evidence#cite_note-1http://en.wikipedia.org/wiki/Empirical_evidence#cite_note-1http://en.wikipedia.org/wiki/Empirical_evidence#cite_note-1http://en.wikipedia.org/wiki/Theory_of_justificationhttp://en.wikipedia.org/wiki/Theory_of_justificationhttp://en.wikipedia.org/wiki/Theory_of_justificationhttp://en.wikipedia.org/wiki/Beliefhttp://en.wikipedia.org/wiki/Beliefhttp://en.wikipedia.org/wiki/Beliefhttp://en.wikipedia.org/wiki/Empiricismhttp://en.wikipedia.org/wiki/Empiricismhttp://en.wikipedia.org/wiki/Empiricismhttp://en.wikipedia.org/wiki/Rationalismhttp://en.wikipedia.org/wiki/Rationalismhttp://en.wikipedia.org/wiki/Rationalismhttp://en.wikipedia.org/wiki/Reasonhttp://en.wikipedia.org/wiki/Reasonhttp://en.wikipedia.org/wiki/Reasonhttp://en.wikipedia.org/wiki/Propositionhttp://en.wikipedia.org/wiki/Propositionhttp://en.wikipedia.org/wiki/Empirical_evidence#cite_note-cdp-2http://en.wikipedia.org/wiki/Empirical_evidence#cite_note-cdp-2http://en.wikipedia.org/wiki/Empirical_evidence#cite_note-cdp-2http://en.wikipedia.org/wiki/Sensehttp://en.wikipedia.org/wiki/Sensehttp://en.wikipedia.org/wiki/Memoryhttp://en.wikipedia.org/wiki/Memoryhttp://en.wikipedia.org/wiki/Testimonyhttp://en.wikipedia.org/wiki/Testimonyhttp://en.wikipedia.org/wiki/Testimonyhttp://en.wikipedia.org/wiki/Empirical_evidence#cite_note-cdp-2http://en.wikipedia.org/wiki/Empirical_evidence#cite_note-cdp-2http://en.wikipedia.org/wiki/Empirical_evidence#cite_note-cdp-2http://en.wikipedia.org/wiki/Empirical_evidence#cite_note-cdp-2http://en.wikipedia.org/wiki/Testimonyhttp://en.wikipedia.org/wiki/Memoryhttp://en.wikipedia.org/wiki/Sensehttp://en.wikipedia.org/wiki/Empirical_evidence#cite_note-cdp-2http://en.wikipedia.org/wiki/Propositionhttp://en.wikipedia.org/wiki/Reasonhttp://en.wikipedia.org/wiki/Rationalismhttp://en.wikipedia.org/wiki/Empiricismhttp://en.wikipedia.org/wiki/Beliefhttp://en.wikipedia.org/wiki/Theory_of_justificationhttp://en.wikipedia.org/wiki/Empirical_evidence#cite_note-1http://en.wikipedia.org/wiki/Experimenthttp://en.wikipedia.org/wiki/Observationhttp://en.wikipedia.org/wiki/Knowledge

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Scientific Method Exploratory or bottomup: the researcher

generates a new hypothesis and theory

from the data collected.

Confirmatory or top-down: the

researcher tests the hypothesis and

theory with the data.

View of Human Behavior Dynamic, situational, social, & personal. Regular & predictable.

Most Common Research Objectives Explore, discover, & construct. Describe, explain, & predict.

Focus Wide-angle lens; examines the breadth

& depth of phenomena.

Narrow-angle lens; tests a specific

hypotheses.Nature of Observation Study behavior in a natural environment. Study behavior under controlled

conditions; isolate causal effects.

Nature of Reality Multiple realities; subjective. Single reality; objective.

Final Report Narrative report with contextual

description & direct quotations from

research participants.

Statistical report with correlations,

comparisons of means, & statistical

significance of findings.

Purposes of literature reviewLiterature reviews should be reasonably complete, and not restricted to a few journals, a few years,

or a specific methodology.

The purpose of a literature review is three-fold:(1)to survey the current state of knowledge in the area of inquiry(2)to identify key authors, articles, theories, and findings in that area, and(3) to identify gaps in knowledge in that research area.