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Both are a means toward ascertaining how people THINK with epistemology looking for the process(es) and "causes" to learning and qualitative research looking, basically, at how well answers on a poll can be trusted or how people reach & divulge conclusions.

Both also involve, necessarily, extensive interviews with test subjects since that is the best method known for examining thoughts in this age.

Both are used in business, advertising, marketing, etc. Actually, psychologists, psychiatrists, and all manner of researchers in matters of thinking are invaluable to business across the board due to an innate need for the ability to figure out what the public wants, needs, likes, will soon like, will like if they know it is available, will like it they hear about it more often, will like if they believe that they are the 1st to have it, will like if they think everyone else has it already, will like at what cost?, etc. Through both of these methods, businesses can gather information on all of these decision-making factors.

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Q: What is the link between epistemology and qualitative research?
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