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interpretive study of a special issue or problem in which the researcher is central to the sense that is made
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how and why, participant's perspective, explores hypotheses, describes, common methods: groups, individual interviews, participation/observations, small sample size, more depth less structure
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who, what, how much, where, researcher's perspective, confirms hypotheses, quantifies, surveys, interviews, longitudinal studies, controlled observations
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much cheaper, understanding motivations and feelings, can improve efficiency and effectiveness of quantitative
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marketing success and failure is based on small differences, doesn't distinguish those differences well, not representative of the population of interest to the reader
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using existing theory to shape the approach which you adopt to the qualitative research process and to aspects of data analysis
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involves predicting a pattern of outcomes based on the theoretical prepositions to explain what you expected to find
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involves attempting to build an explanation while collecting and analysing the data, rather than testing a predicted explanation as in pattern matching
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pattern matching, explanation building
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building up a theory which is adequatly grounded in a number of relevant cases, reffered to as interpretative and grounded theory
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field text, research text, working interpretative document, public text
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consists of field notes and documents from the field
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notes and interpretations based on the field text
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working interpretative document empezar lección
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writers initial attempt to make sense out of what he has learned
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goals and objectives, who are you studying, level of rigor, role of the researcher
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