Discussion:
Qualitative or ethnographic research uses open-ended questions that attempt to nuance the distinctions that quantitative research attempts do to numerically. Both forms of research make important contributions to academic research. Appraise the differences between these two research methods. Can both be used to test hypotheses to develop theoretical understanding of business outcomes? Is one more appropriate than the other? Can both be trusted to generate reliable results? These are a few questions to start, but explore all relevant concerns that you might have regarding these research methodologies.