Quantitative, Qualitative, and Mixed Research Methods Essay

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Qualitative, Quantitative, and Mixed Research Methods


This paper will discuss the approaches that can be used to conduct quantitative, qualitative and mixed method research that is based on a problem statement and a purpose statement that have been developed to study the adoption of sales force automation technology. This paper will also provide the advantages and disadvantages of quantitative, qualitative and mixed method research and the associated approaches discussed below.

Quantitative vs. Qualitative vs. Mixed Method Research
The popularity of conducting qualitative research began in the 1960s (Branthwaite & Patterson, 2012). The argument for conducting this type of research is likely due to the fact that this appears to be an ideal style of research for the field of Marketing. It is also likely that in comparing the many types of research, the qualitative type was not taken as seriously as quantitative research, especially during early periods through the 1950s. In contrast to quantitative research, qualitative research has emerged as a method to gain more extensive information about products, for example, and how they should be promoted in the marketplace (Branthwaite & Patterson, 2012). According to the Northcentral University Concept Paper Template (2013), one approach of qualitative research requires that the researcher uses open- ended questions and a direct interview process to gather information related to the research phenomenon. It is also likely that this type of research would involve a smaller number of subjects that will take part in the survey process versus quantitative research. The study of how sales force automation technology is introduced to sales organizations and the l...

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...ust be an expert with regard to both quantitative and qualitative research (Cameron, 2009). Also, extensive data collection is necessary using this strategy, and another disadvantage is that it may be possible that the results are actually superficial due to the fact that the researcher did not effectively mix the two research methods (Cameron, 2009). This method also offers a great deal more flexibility than either the quantitative or qualitative methods, but it may not be regarded by all researchers as being an ideal choice for that reason.
In conclusion, this paper discussed three methods of analyzing research that included quantitative, qualitative and mixed method research. Finally, this paper also discussed the advantages and disadvantages of each style of research and compared and contrasted each approach with the other research approaches.

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