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Essay text:
Qualitative study is more in-depth and much less structured than a quantitative approach, generating a greater depth of information (Mason 1996)
A semi-structured interview technique to gather our data. This was chosen because of the benefits that this method entails and because of the disadvantages of the standardised and non-standardised methods (Gilbert, 2001).
The standardised model was discarded because although all respondents received the same questions in the same order the system lacked credibility due a number of facts. Firstly, not every respondent may have the same interpretation of a question thus answers could not be compared to any degree of certainty...
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