Qualitative research collects  - information that is not numerical e.g. photos/opinions, Quantitative research collects evidence  - that can not be counted or measured., True Value: the value - The value that would be obtained in an ideal world, Accuracy: How close   - a measurement is to the true value, Validity: the suitability of - the method to answer the question that it was intending to answer, Reliability - this is the - extent to which measurements are consistent., Primary data - data you collect yourself/team in the field. , Secondary data - published data, from a source that is not yourself. ,

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