Qualitative research methods attempt to capture the thoughts, feelings, and nuances that are not always through survey collection methods. In the article “The Benefits of Marrying Two Complementary Research Approaches,” the author states that the goal is to capitalize on the strengths of both types of research.
How might you go about blending the benefits of a quantitative and qualitative approach in order to accomplish a single research objective?
Is there something that Likert scale surveys do not capture that could be obtained through qualitative methods? Provide an example of what sorts of business research situations lend themselves to qualitative research methods.
Please provide two sources cited… Thank you