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Qualitative Research : A Humanistic Or Idealistic Approach

Decent Essays

Qualitative research focuses on understanding a research query as a humanistic or idealistic approach. This type of research is used to understand people’s beliefs, attitudes, behavior, and interactions (Pathak, Jena, & Kalra, 2013). Qualitative research includes an “array of interpretive techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world (Cooper & Schindler, 2014).” This type of research is highly criticized as “unscientific” because it lacks scientific rigor, but through appropriate research design, data collection, interpretation, and communication the rigor of qualitative research is ensured (Mays & Pope, 1995; Whittemore, Chase, & Mandle, 2001). Some types of qualitative research that are ordinarily undertaken are individual or group interviews, focus groups, and case studies (Cooper & Schindler, 2014). NCR Corporation has made the decision to move its corporate headquarters from Dayton, Ohio to Duluth Georgia. Duluth is a suburb of Atlanta with a population of 26,600, with their average age being 35.5 and average income being $60,161 (United States Census Bureau , 2013). This combined with tax incentives, a large educated workforce, and significant connections to global markets are the reasons NCR has given for undertaking this transition. This move follows a trend of major American companies relocating their headquarters and

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