Activity: The Good and The Bad Knowing the advantages and disadvantages of quantitative and qualitative methods will help you make a better decision as to the appropriate approach to use. Both methods are quite useful depending on the type of study.
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Quantitative research can be limited in its pursuit of concrete, statistical relationships, which can lead to researchers overlooking broader themes and relationships. By focusing solely on numbers, you run the risk of missing surprising or big-picture information that can benefit your business.