Explain the rationale for using qualitative and quantitative methods in the provided academic journal articles. What are the strengths and weaknesses of the methods used in these two articles? You are given two types of studies (one qualitative and one quantitative) in three subject areas: Business; Management; and Marketing. Depending on your first subject in your degree programme title you are required to use either Business, Management or Marketing articles. Students with Logistics in their programme need to use the journal articles from one of these three subject areas. In your essay you need to: 1. Discuss the difference between the use of qualitative and quantitative research methods. 2. Explain the choice of research methods (qualitative and quantitative) in the two studies reported in the articles. 3. Discuss the strengths and weaknesses of using qualitative and quantitative research methods in the two studies reported in the articles. You could use relevant academic references on methodology and methods (i.e., books and journal articles) to support your essay. Please note that bringing in other studies is not necessary. Marking Criteria: 1. Understanding of the difference between the use of qualitative and quantitative research methods 20% 2. Understanding of the research methods used in the two studies 50% 3. Understanding of the strengths and weaknesses of using qualitative and quantitative research methods in the two studies 20% 4. Presentation, referencing and structure 10% Note: In addition, please refer to the Level 5 generic assessment criteria and grading descriptors in Appendix 2 in the Undergraduate Programme Handbook, which is on Undergraduate Office Canvas site.
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