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Imagine that you want to understand why your mother loves making pancakes for breakfast. You could sneak around the kitchen, tracking when and how she makes pancakes, or you could just sit down and have a chat with her. Most people would agree that the chat will give a much better answer. If you want to understand people’s beliefs or…

The two basic approaches to research are commonly known as quantitative and qualitative research. Quantitative research typically counts and measures things, and derives meaning out of the data by analyzing it using statistical models. Qualitative research, by its name, is a way of gathering descriptions, perspectives and other detailed information by in-depth study of the issue and its stakeholders. Let…