Unstructured, Communicated Either Verbally or Essay

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The Delphi Method also can provide an entirely new perspective on the goals of the research and put the areas of primary focus into a context that would take years of study to attain. The expert panels recruited for this type of research can also define emerging trends no one has written about or discussed in the fields of interest. Due to all of these factors, the Delphi Method is considered one of the most effective in qualitative research. Studies completed using this technique have led to the development of entirely new business models at General Electric for example (Daud, Ismail, Omar, 2010).

An example of quantitative research is the use of online surveys to measure customer satisfaction with a new car. R.L. Polk or J.D. Power & Associates, two of the most well-known companies in the area of auto satisfaction, often do this type of survey.

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This data is critical for the auto manufacturers and their dealers to understand as it tells them their competitive strengths and weaknesses relative to the competition. This data also rank orders the overall perception and level of quality of an entire industry. Finally, it provides very useful information to consumer products protection groups about which cars to recommend and which to tell consumers to avoid. The highly quantifiable nature of this research also shows the interval-level differences in product quality accomplishment from one year to the next by manufacturer. This is invaluable for the quality control departments of manufacturers and gives them insights into how to improve......

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