Observation, Focus Groups, and Other Qualitative Measures. Categories of Research • Quantitative research: research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved • Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say | Observation Focus Groups and Other Qualitative Measures Categories of Research Quantitative research research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved Qualitative research research involving collecting analyzing and interpreting data by observing what people do and say Ch 8 2 Categories of Research Pluralistic research combination of both quantitative and qualitative research methods in order to gain the advantages of both Ch 8
