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6. Mark the following characteristics as belonging to quantitative or qualitative data.
Data characteristics
Quantitative
data
Qualitative
data
1. Based on meanings derived from numbers √
2. Based on meanings expressed through
words
3. Collection results in non-standardised data
requiring classification into categories
4. Collection results in numerical and stan-
dardised data
5. Analysis conducted through the use of
diagrams and statistics
6. Analysis conducted through the use of
conceptualisation
7. Using data from Table 6.1. fill in the blanks in the text concerning links to the purpose of research and
research strategy. Note that means more frequent, means less frequent.
Table 6.1. Uses of different types of interview in each of the main
research categories
Exploratory Descriptive Explanatory
Structured
Semi-structured
In-depth
Each type of interview has a different purpose. Structured interviews can be used in survey research to gather data,
which will then be the subject of quantitative analysis. Semi-structures and in-depth interviews are used in qualitative
research in order to conduct discussions not only to reveal and understand the ‘what’ and the ‘how’ but also to place
more emphasis on exploring the ‘why’.
Please number each of the factors listed below in order of 5
importance to you in your choice of a new car. Number the most important
1, the next 2 and so on. If a factor has no importance at all, please leave
blank.
factor importance
acceleration [ ]
depreciation [ ]
safety features [ ]
fuel economy [ ]
price [ ]
driving enjoyment [ ]
other [ ]
For the following statement please tick √ the box that matches your 6
view most closely.
agree tend to
agree
tend to
disagree
disagree
I feel that employees’ views
have influenced the decisions
taken by management.
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