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Why Qualitative?

Why might a business choose to use a qualitative research approach? Think of the problem or opportunity developed in Module 3 and a manager you know who might want to resolve it. Now review the management and capstone research questions that were developed in Module 4. What type of data might you gather and what analytic technique might you use as you set out to answer the manager’s question? Pick a specific analytical technique and describe it, being sure to include appropriate citations.

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