Primary Research Qauli and Quant Sampling Methods probability vs non probability Two types not mutually exclusive Complimentary used to inform each other When to conduct primary research When secondary unavailable or insufficient Difference between Qauli and Quant nature of reality view of individual goals role of researcher Qual subjective individuals and their qualities vary cannot be aggregated or categorized Quant Reality is objective and exists apart from researcher s POV Individuals share common qualities Can be aggregated and categorized Qual Goals develop unique comprehensive explanation about phenomenon specific Quant Goals develop general knowledge of behavior that explains many phenomenon across many situations generalizable Role of researcher Qual personal investment immersed Role of Researcher Quant personal detachment objective