QUALITATIVE RESEARCH, investigates the "why" and "how" of human behavior, opinions, and experiences using non-numerical data like words, images, and observations., QUANTITATIVE RESEARCH, the systematic investigation of phenomena by gathering measurable, numerical data and analyzing it using statistical, mathematical, or computational techniques, MIXED METHOD RESEARCH, purposefully integrates both quantitative (numerical, measurable) and qualitative (contextual, experiential) data within a single study.

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