Quantitative And Qualitative Research

Marketing research is very important component of a business used to identify and define the opportunities and problems that they will encounter on the market. The aim

Compare and contrast quantitative and qualitative methods on each of the elements listed. Please use scholarly, academic literature to support your response.

Business researchers utilize various forms of approaches to analyze and obtain information and data, and two of the most popular approaches used are the qualitative research approach and quantitative research approach. Each approach can be beneficial or in some cases may cause inconclusive results depending on the type of research being conducted and what the nature of the study is. The following will assess two different peer reviewed articles: one which uses a qualitative approach and the other a quantitative approach. It

When marketing a product or service the organisation needs to make sure it will satisfy the customer needs or wants. An organisation will not survive let alone succeed or make a profit if it does not meet the customer’s physical, intellectual, educational or social needs/wants. An organisation will use market research to identify what the customer and consumer wants. This definition means there is a management responsible for doing market research to identify the customer’s requirements

According to Kotler et al.( 2010 p. 124-125) “ Marketing research is a process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to managements.” This basically means that, a marketing research is a process of collecting, recording and evaluating the information related to customers’ needs and wants and products that are design to supply demand. This need for market

Part 1 - All research activities begin with a question. Research, in its most basic form is the process of answering that question, or questions. Academic research, though, is a systematic process of collecting and analyzing information so that it increases the understanding of the phenomenon under study (Holton & Burnett, 2005). Regardless of the complexity or nature of the research project, there are at least eight characteristics that help define the process: 1) Research originates with a question or a problem; 2) Research requires a clear articulation of a goal; 3) Research follows a specific plan of procedure; 4) Research usually divides the principal problem into more manageable sub-problems; 5) Research is guided by the specific research problem, question, or hypothesis;6) Research accepts certain critical assumptions. These assumptions are underlying theories or ideas about how the world works; 7) Research requires the collection and interpretation of data in attempting to resolve the problem that initiated the research (Leedy & Ormrod, 2009).

■ Can generalize research findings when the data are based on random samples of sufficient size.

interchangeably. Describe the key features (up to 5) that distinguish quantitative research from qualitative research. Provide examples to demonstrate your main points.

Marketing research relies on other sciences as well, such as psychology or sociology. Being able to develop the products consumers need, and then market them in accordance to the consumers' behavior lay the basis for competitive advantages and shape the strategic decisions a business must make.

There has been a widespread of debate in recent years regarding the quantitative and qualitative research methods, wether one or the other has to be emerged as superior. Although there have been so many theories and conclusions, this paper intends to discuss on the similarities and differences between the qualitative and quantitative research methods. Also the effect of foundational belief system, sampling approaches, data collection strategies and which data analysis procedure is suitable for qualitative and quantitative research method is discussed. Finally the paper is concluded by discussing the analysed data.

As with observation, interviews and focus groups can be structured, semi-structured and unstructured, and can use photographs, notes, videos and tape recordings to improve data quality. Interviewing allows the researcher to guide and

Market research is a way to ensure the success of marketing campaigns. This is because through market research will allow identification of new opportunities and design better marketing campaigns. This will directly target the potential customers and increase sales because potential customers will most likely to purchase the product and marketing campaign do not go in waste. Marketing research will allow consumers to be identified according to their specific needs. This will not cause any unwanted expenses on the company (Grover & Vriens, 2007).

Market research is to provide information that helps the business ‘to recognise and respond to market opportunities and to develop suitable products to marketing needs’.

Marketers depend on marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for it. Marketers hope that this process will give them a competitive advantage.

Market research is the process of gaining the relevant information to identify the demands of any gaps in the market. Questionnaires are frequently used in order to collect this information. The questions used in these must be carefully thought out to ensure that you collect the anticipated results so that the business meets its demands. The results gathered allows producers to make decisions