...QUALITATIVE AND QUANTITIVE RESEARCH DESIGNS. The qualitative analysis of an investment can include the company's business practices and ownership structure, management and incentive programs, research and development, products and services, competitive strengths and weaknesses, capital intensity, and accounting policies while the quantitative research on the other hand is conclusive in its use, as it tries to quantify a problem and understand how prevalent it is by looking for projectable results to a larger population. Why use quantitative research designs over qualitative research designs In the case of a new business, the aim of carrying out the research is to understand the consumers and market structure in relation to whether the business will actually be able to survive in the given area. Taking this into consideration, it will be advisable to make use of quantitative research designs over qualitative as; * It provides a measure of how many people think, feel or behave in a certain way in relation to the services or goods being provided by the company and statistical analysis is then used to determine the results. * This can aid in being aware of how many of the customers support a change in the company line, in terms of their product or services and if they support it so as to determine whether a business case for making the change should be put in place. * This would also analyze why the customers behave as they do and what barriers to the business there...
Words: 428 - Pages: 2
...head: QUANTITATIVE AND QUALITATIVE RESEARCH METHODS PAPER Quantitative and Qualitative Research Methods Paper Obbie Brown University: Course: Tutor: Date: Appropriate Academic Research An appropriate academic research can be defined as the research and the experimental developments which comprise creative works which are conducted on a systematic basis with an aim of increasing the pool of an individual’s or a group’s knowledge. The knowledge could include the in-depth knowledge of mankind, culture and the society. The stock of knowledge is then used to devise alternative solutions to the existing problems (Brew & Lucas, 2009). Quantitative Research Quantitative form of research is predetermined and involves a large number of respondents. It involves objective measurements which are both quantitative and are statistically valid. Quantitative research entails hard and objective data. Quantitative research seeks to quantify data and generalize the results from the predetermined sample to the target population. It also aims at measuring the incidence of various views and opinions in a given sample (Balnaves & Caputi, 2001). Qualitative Research Qualitative research involves the collection, analysis and interpretation of data through the application of the observatory techniques as well as listening to peoples’ opinions. While quantitative research entails the counts and measures of phenomena, the qualitative research focuses...
Words: 1081 - Pages: 5
...Innovation Systems through Quantitatve and Qualitative Research As with many aspects of social sciences, assessing innovation is easier said than done. It is necessary to properly understand the dynamics of innovation There are various ways of studying innovation. In particular, innovation systems help put innovation into a broader context. The first step to better understanding innovation is to understand what exactly an innovation system is. However, even when defining something as simple as an defining an innovation system, there isn’t a full consensus. H Lundvall (1992) and Edquist (1997) put forward the idea that innovation should be studied as a dynamic and holistic process involving institutions, organizations and...
Words: 1257 - Pages: 6
...Quantitative versus Qualitative Research Study Student’s name Institutional affiliation A qualitative research study is often referred to as an explanatory study. It's used allows the research gain insights on a particular problem. It gives the researcher an understanding of the underlying reasons, opinions and motivation about the problem. Data collection methods include the use of focus group, interviews and observation. Quantitative research, on the other hand, aims at generating numerical data about a problem and then transforms the data into useable statistics.It uses measurable data collected through surveys, telephone interviews, and online polls to come up with facts and unearth patterns in research (Hale & Napier, 2013 p.15). Research study "Stigma: the feelings and experiences of 46 people with mental illness" took a qualitative approach. For the research, the approach was right because the researcher aimed at describing the relationship between stigma and mental illness (Dinos, 2014, p. 176-181). The approach will help the research get opinions from the focus group and hence be able to establish whether there is a relationship. Moreover, the approach is correct since it will help the researcher generate a theory about stigma and mental illness. The research “What Causes Civil Wars?” has utilized the use of quantitative analysis (Dixon, 2009, p. 707-735). For the researcher to establish what causes war he/she needs to establish the many reasons of war and then...
Words: 360 - Pages: 2
...The difference between Quantitative Research and Qualitative Research Quantitative Research is based on the quantitative measurements of some characteristics. It is applicable to phenomena that can be measures in terms of quantities. Early forms of research originated in the natural sciences such as biology, chemistry, physics, geology etc and is concerned with investigating things that could be observed and measured. Such observations and measurements can be made objectively and repeated by other researchers. This type of research tells us how often or how many people behave in a certain way. Quantitative Research is a more logical and detailed approach which provides a measure of what people think from a statistical and numerical point of view. It can gather a large amount of data that can be easily organised and manipulated into reports for analysis. Qualitative Research on the other hand is concerned with qualitative phenomena i.e. phenomena relating to or involving quality or kind. It is especially important in the behavioural sciences like psychology, sociology, anthropology etc where the aim is to discover the underlying motives of human behaviour. This type of research aims at discovering the underlying motives and desires. Qualitative research attempts to increase our understanding of why things are the way they are in our social world and why people act the way they do. Its aim is to help us understand the world in which we live and why things are the way they...
Words: 308 - Pages: 2
...Integrating Qualitative and Quantitative Approaches to Research Independientemente del paradigma de investigación, la calidad de las preguntas manejan los métodos de investigación. Como supuestos iniciales se plantea que las aproximaciones cualitativa y cuantitativa no están separadas y discretas, sino más bien son una aproximación conjunta continua. Se debe diferenciar metodología mixta de métodos mixtos, donde la integración de las aproximaciones se da en todas las etapas del estudio de investigación. Se considera una aproximación mixta ya que se pueden plantear dos tipos de preguntas de investigación, se tienen dos tipos de procedimiento de muestro (probabilístico y deliberado), dos tipos de procedimientos para la recolección de datos (grupos focales y encuestas), dos tipos de datos (numérico y de texto), dos tipos de análisis de datos (estadístico y temático) y dos tipos de conclusiones. Las razones para el uso de métodos mixtos se pueden clasificar según su propósito: (a) ganar complementariedad acerca del mismo fenómeno o relación, (b) integridad con el fin de asegurar un cuadro completo del fenómeno, (c) de desarrollo si las preguntas emergen de un secuenciamento (hipótesis previa a ser probada en la próxima), (d) expansión del entendimiento obtenido, (e) confirmación para valorar la credibilidad de las inferencias (preguntas exploratorias y explicativas), (f) compensar la debilidad de un aproximación por medio de la otra, y (g) para obtener diversidad respecto al mismo...
Words: 1401 - Pages: 6
...Running Head: IMC 612 Qualitative vs. Quantitative Research 1 Comparing the Use of Qualitative and Quantitative Research in Marketing IMC 612 Qualitative vs. Quantitative Research 2 Qualitative vs. Quantitative Though qualitative and quantitative researches differ in their methodologies and philosophies, they both contribute to an overall research plan, and act to uncover the motives and feelings of the consumer. At their very essence the two types of research employ different reasoning and as such, each method has its own fair share of detractors and supporters. The truth of the matter is that despite their inherent differences, qualitative and quantitative research methods are complimentary in many ways and can be used in conjunction with each other (Colorado State University, n.d.). When combined, the two methods of research can give a more detailed picture of the consumer’s wants and needs. “Gathering vital evidence by conducting thorough and well-considered research can benefit businesses of all sizes” (Frost, 2012). Qualitative research by its very nature makes use of inductive reasoning (Colorado State University, n.d.). In inductive reasoning, the researcher begins with specific observations and measures, begins to detect patterns, formulates a tentative hypothesis based on those patterns...
Words: 1285 - Pages: 6
...cons of quantitative and qualitative market research Marketing for Managers Pros and cons of quantitative and qualitative market research Qualitative marketing research is used instead of quantitative sometimes because the consumers’ actions do not always match the answers they give in the market survey. Qualitative market researches are not structured in their measurement, which promotes a wide variety of responses. The surveys are only limited by the creativity of the marketing researcher (Kotler & Keller, 2012). The flexibility that qualitative research allows, both researchers in their questions and the consumers in their responses, this form of research can be useful in the beginning process exploring consumers’ brand and product perceptions. A skilled interviewer in an unstructured, free flowing format that the topic of discussion guide is loosely followed. Since qualitative research is more indirect than quantitative research the people answering the questions may feel more open and make more known about their selves during the research process (Kotler & Keller, 2012). Some of the pros and cons of qualitative market research are open ended and dynamic. The con to this is that responses are not measured or are they statistically representative. Another pro to this type of research is that it taps into the consumers’ creativity. On the other hand, this cannot be repeated as easily with exactly replicable and thus comparable results as quantitative research...
Words: 549 - Pages: 3
...which has resulted in an emphasis on quantitative research methods, centred on collection of numerical data and statistical analysis (the empirical approach). However, since the 1960s there has been increasing criticism of such reliance on the quantitative data-collection characteristics of the scientific method, which has developed over subsequent decades into a strong shift towards more qualitative approaches. This has led to the somewhat inevitable, yet ultimately unhelpful, divide between competing methods: quantitative versus qualitative. According to Bauer, et al (2000), quantitative research deals with numbers, makes use of statistical models to explain the data and is considered ‘hard’ research, whereas qualitative research avoids numbers, involves interpretation of social realities and is considered ‘soft research. Both approaches, however, have their strengths and weaknesses. The strengths of quantitative research, as outlined by Burns (2000), includes precision and control – precision is achieved through quantitative and reliable measurement, control through sampling and design. Further, “experimentation leads to statements about causation” in that the systematic manipulation of a variable, in an environment where other variables have been eliminated or controlled, can be shown to have a direct causal effect on another. Finally, quantitative data allows statistical analysis. Coolican (1999) points out that the pure quantitative position deems measurement to be fundamental...
Words: 939 - Pages: 4
...kill. It was proven in their lab research. However, the consumer still unwilling to budge because beating the competitors by going head to head against them would not work. Unilever’s product killed more germs than the competitors’ products. The Research and Development scientists also discovered that Lifebuoy could kill germs faster than the competing products. Unilever’s handwashes could protect hands from germ faster than the other products in the market. Rather than going in with just the claim, the company looked extensively for a consumer angle to frame the “faster kill” claim. The company use the quantitative research, which is the observational research. Observation is a systematic data collection approach. Researchers use all of their senses to examine people in natural settings or naturally occurring situations. Observation of consumers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. Observational research is conducted with the informed consent of the consumer or in certain instances without the consumer being aware of the researcher’s presence. It has to be done objectively over a long period of time and on a large proportion of consumers to minimize the chances of bias or error. All the personnel in an organization, such as product designers, manufacturers and marketers, should be involved to derive the maximum benefit from observational research. Unilever was observing children’s...
Words: 525 - Pages: 3
...Qualitative research is a different approach to problem solving than quantitative research. The primary difference is in how a problem is approached. In the qualitative realm the method is primarily exploratory in nature. The researcher gradually delves deeper into the subject until reaching a core of information that can be used to implement problem solving. Qualitative research often depends on in depth interviews with small groups of individuals where quantitative method can take vast amounts of information, sometimes from millions of people and quantify it into trends that can improve medical practices over the norm. The purpose of Qualitative research is to gain an understanding of underlying reasons and motivations as well as to provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research and to uncover prevalent trends in thought and opinion. The advantage includes testing and validating already constructed theories about how and why phenomena occur, testing hypotheses that are constructed before the data are collected. It is used to generalize research findings when the data are based on random samples of sufficient size and generalize a research finding when it has been replicated on many different populations and subpopulations. It is useful for obtaining data that allow quantitative predictions to be made. Data collection using some quantitative methods is relatively quick (e.g., telephone interviews). It...
Words: 562 - Pages: 3
...Qualitative research is a different approach to problem solving than quantitative research. The primary difference is in how a problem is approached. In the qualitative realm the method is primarily exploratory in nature. The researcher gradually delves deeper into the subject until reaching a core of information that can be used to implement problem solving. Qualitative research often depends on in depth interviews with small groups of individuals where quantitative method can take vast amounts of information, sometimes from millions of people and quantify it into trends that can improve medical practices over the norm. The purpose of Qualitative research is to gain an understanding of underlying reasons and motivations as well as to provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research and to uncover prevalent trends in thought and opinion. The advantage includes testing and validating already constructed theories about how and why phenomena occur, testing hypotheses that are constructed before the data are collected. It is used to generalize research findings when the data are based on random samples of sufficient size and generalize a research finding when it has been replicated on many different populations and subpopulations. It is useful for obtaining data that allow quantitative predictions to be made. Data collection using some quantitative methods is relatively quick (e.g., telephone interviews). It...
Words: 562 - Pages: 3
...SURGICAL NURSING Making patients better: a qualitative descriptive study of registered nurses’ reasons for working in surgical areas Carolyn Mackintosh BA, MSc, RGN, Pg Dip, PhD Senior Lecturer, Division of Nursing, University of Bradford, Unity Building, Trinity Road, Bradford, UK Submitted for publication: 13 May 2005 Accepted for publication: 16 December 2005 Correspondence: Carolyn Mackintosh Division of Nursing University of Bradford Unity Building Trinity Road Bradford BD5 0BB UK Telephone: þ44 1274 236546 E-mail: c.mackintosh@bradford.ac.uk M A C K I N T O S H C ( 2 0 0 7 ) Journal of Clinical Nursing 16, 1134–1140 Making patients better: a qualitative descriptive study of registered nurses’ reasons for working in surgical areas Aims. To explore the reasons and motivation identified by qualified nurses for working within the surgical area. Background. Little is known about the career decisions qualified nurses make, although it is clear that some areas of practice are more popular than others. This qualitative descriptive study considers one common area, surgery, and explores the motivation for decisions made by Registered Nurses (RNs) to work in this area. Method. A sample of 16 RNs working within surgical areas participated in semistructured interviews, using a thematic interview schedule. Findings were analysed using the framework suggested by Morse and Field. Results. Analysis of findings indicates that all participants actively...
Words: 5044 - Pages: 21
...Since time immemorial, research has been part of human life. There have been several research methods that have been used in conducting different research projects. Due, to different aims and objectives various researchers pick on different research methods in doing research. This essay seeks to look at two major research methods namely quantitative research and qualitative research method. The purpose of this essay is to analyze four main differences between quantitative and qualitative research. Amongst the key points to be examined in this essay include the difference in the data format, difference in their analytical objectives and flexibility in their study design. To fully understand, the foregoing essay there is need to define the term Research. Leedy and Ormrod (2001), define research as the process of collecting, analyzing and interpreting data in order to understand a phenomenon. Allaga and Gunderson (2000), defines Quantitative Research as explaining phenomena by collecting numerical data that are analyzed using mathematically based (in particular statistics). Creswell (2002), posits that Quantitative research uses mathematical models as methodology of data analysis, he further asserts that if there are no numbers involved, then it’s not quantitative. Qualitative research is an unfolding model that occurs in the natural setting that enables the researcher to a level of detail from high involvement in the actual experiences, Creswell (2003). Bryman (2008) asserts...
Words: 856 - Pages: 4
...Quantitative Vs. Qualitative Research Name University Affiliation Course Tutor Date Quantitative research is a logically observed examination of observable phenomena through the mathematical and statistical approach. The quantitative research goal is to formulate and employ mathematical theories, hypotheses and mathematical models relating to the phenomena. Quantitative research central process is measurement as it offers the essential linkage involving relationships. The research has data that is in numerical terms like percentages and statistics. The researcher evaluates the data with the aid of statistics hoping the number will yield an impartial outcome that can be used in generalizing a huge population (Patten, 2009). Quantitative research is applicable in the studies interested in establishing the impact of a hand-washing curriculum on grade school children. It applies to such example because quantitative research tests theory, its cause and the effect of the theory correlation. Quantitative research is an outstanding approach to finalizing outcomes and attesting an assumption. The method is standard across numerous scientific field and discipline because its structure has not changed. The approach leads to a comprehensive solution that can be discussed and published subsequent to a statistical examination of results. The design experiments filter out exterior factors when appropriately structured leading to acquiring...
Words: 1488 - Pages: 6
