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The Nature of Research Methodologies

In the nature of research methodologies, quantitative research and quantitative research data are static through time, compared to qualitative research and qualitative research data. Across the globe, the internet and mobile technologies are providing unprecedented access to markets and individuals. Such technologies range from high-definition video conferencing and instant communication around the world to the ability to reach participants on their mobile devices and access to demographics that are traditionally hard to reach. The internet is providing technology-based research methods like blogs, webinars, virtual intercepts, and virtual reality. The nature of the problem then plays the major role in determining what approaches are suitable. The purpose of this chapter is to cover the three types (trends) of research methodologies: the traditional (quantitative, qualitative), the universal (mixed-methods), and the trends (blogs, webinars, virtual intercepts, and virtual reality).