ResearchmethodologyLearningobjectivesTheresearchonionTheactionresearchspiralPrimaryresearchorFieldresearchSecondaryresearchorDeskresearchFormsofsecondarydataStrengthsofPrimaryresearch大家有疑问的，可以询问和交流大家有疑问的，可以询问和交流WeaknessesofPrimaryresearchStrengthsofSecondaryresearchWeaknessesofSecondaryresearch–Q6ComparingPrimaryvsSecondaryDataTherearetwowidelyacknowledgedschoolsofthoughtsunderpinningresearchphilosophies:PositivismandphenomenologyorInterpretivist.GillandJohnson(2002)definedpositivismasanapproachthatemphasizestheuseofmethodsthatarepresumedtobeusedinthenaturalsciencesandthesocialsciences.Phenomenologyontheotherhandisastudyofhowthingsappeartopeople,thushowpeopleexperiencetheworld.Theyarguethatthepositivistapproachisbasedontheassumptionthattheworldconsistsofsocialrealitythatcanbeobservedobjectivelyandanalysedstatisticallytoproducelaw-likegeneralization.Withthepositivistapproach,humanactionisseentobearesultofexternalstimulithatcanbeanalysedintocause-and-effectrelationships.Thephenomenologicalapproachisadescriptive,interpretativeapproachtoresearchbasedonthepremisethatthesocialworldistoocomplexforscientificstudy.Thisisanapproachinwhichhumanexperiencesareexaminedthroughdetaileddescriptionsofthepeoplebeingstudied.Theprecisepurposeofyourreadingoftheliteraturewilldependonyourresearchapproach,thismayeitherbe:Deductiveapproach-usingtheliteraturetohelpyouidentifytheoriesandideasthatyouwilltestusingdatainwhichcaseyoudevelopatheoreticalorconceptualframeworkorInductiveapproach-inthisapproachyouwillbeplanningtoexploreyourdataandtodeveloptheoriesfromthemthatyouwillsubsequentlyrelatetotheliteratureTypesofdataQualitativeandQuantitativeResearchQualitativeResearchNatureofQualitativemethodsNatureofQualitativemethodsUseofqualitativedatainmarketresearchProblemswithqualitativedataTherangeofmethodsofqualitativedatacollection