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- 1Positivist Research (Quantitative)Seeks to make generalisations about the whole market/population based upon a representative sample. It attempts to understand the causal relationships in order to predict buyer behaviour using statistics from such methods as experiments and surveys.
- 2Advantages of Positivist ResearchQuantitative Approach: Positivism relies on quantitative data that positivists believe is more reliable than qualitative research.
Quantitative is more 'scientific' in its methods and thus more trustworthy. In research, quantitative data provides objective information that researchers can use to make scientific assumptions
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- Flashcards on Untitled, created by Tess Lancaster on 08/12/2016.
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- Tess Lancaster
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