![]() ![]() Many people assume that because quantitative research is based on statistics it is more credible or scientific than observational, qualitative research. Even coming up with a hypothesis can be subjective, especially if you have a specific question that you already know you want to prove or disprove. Any errors in your set up, bias on the part of the researcher, or mistakes in execution can invalidate all your results. When you conduct quantitative research, you need to carefully develop a hypothesis and set up a model for collecting and analyzing data. Difficulty setting up a research model.By focusing solely on numbers, you run the risk of missing surprising or big-picture information that can benefit your business. Quantitative research can be limited in its pursuit of concrete, statistical relationships, which can lead to researchers overlooking broader themes and relationships.
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