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Frank says that "most people when asked what they believe simply tell you. Why do you, in order to find out your beliefs, go through the fantastically roundabout process of directing a thought-reading machine to your own brain and then finding out what you believe on the basis of the machine readings?" The Epistemologist replies, "What other scientific, objective way is there of finding out what I believe?"
Quantitative Research
Research methodology that focuses on gathering numerical data and performing statistical analysis.
Standardized Questionnaire
A fixed set of questions used in surveys to ensure consistency in the data collection process.
Statistical Analysis
The mathematical procedure of collecting, reviewing, interpreting, and presenting data to discover underlying patterns, correlations, or trends.
Conjoint Analysis
A statistical technique used in market research to determine how people value different features that make up an individual product or service.
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