Primary Research: Qauli and QuantSamplingMethods: probability vs non-probability Two types not mutually exclusive. Complimentary.used to inform each otherWhen to conduct primary research?When secondary unavailable or insufficientDifference between Qauli and Quant-nature of reality-view of individual-goals-role of researcherQual-subjectiveindividuals and their qualities vary-cannot be aggregated or categorizedQuantReality is objective and exists apart from researcher’s POVIndividuals share common qualitiesCan be aggregated and categorizedQual Goals-develop unique, comprehensive explanation about phenomenon-specificQuant Goals develop general knowledge of behavior that explains many phenomenon across many situationsgeneralizableRole of researcher Qual-personal investment-immersed Role of Researcher Quant-personal