... Elizabeth Coates Multiple Risk Behaviour and Injury: An International Analysis of Young People - Will Pickett et al I will also investigate if there are any similarities between qualitative and quantitative research and finally draw a conclusion on the work I have carried out. Differences between the two methods Qualitative research emphasises meaning, experiences and descriptions. Raw data will be exactly what people have said (in interview or recorded conversations) or a description of what has been observed. As a basic rule qualitative data involves words and real life situations. A qualitative study tends to be on a small personal scale and the researcher becomes involved and immersed in the study. Qualitative research can be used for testing responses to advertising messages, analyzing responses to products and is used to gain as full and rich a picture of what is happening in a situation. (Reader, Coates, page 25). Quantitative research involves the recording and analysis ...

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