Chapter 8 Learning Objectives

1. Identify the fundamental differences between qualitative and quantitative research methods and explain their appropriateness in creating useful managerial information.

2. Describe and explain two popular qualitative techniques used in gathering raw primary data.

3. Explain the basic pros and cons of using qualitative methods of developing data structures.

4. Explain what focus groups are, the importance of a moderator, and how the resulting data are transformed into information.