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Contrast between quantitative and qualitative research
Strengths of qualitative research method
Compare and contrast qualitative & quantitative research methods
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Marketing Research Tools A variety of marketing research tools are available and are categorized as primary or secondary research. Discussion of how primary or secondary research tools fall into quantifiable or qualitative research and what qualifies as quantifiable or qualitative approaches is addressed. Quantitative Research According to Burns and Bush (2006), “quantitative research is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents is involved” (p. 202). Quantitative research often uses numerical values; however, the data is always very structured in standardized form, are clear in definition, and provide an orderly process. Qualitative Research “Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and statements are in a qualitative or non-standardized form” (Burns & Bush, p. 202, 2006). This type of research is beneficial in gathering behavioral data; however, it can be lengthy in interpretation time, resulting in delayed outcome. Sampling will typically be smaller in size also. Primary Research Primary research is considered pertinent to the research at hand specifically formatted, conducted, and compiled to reflect substantive data directly related to the specific issue. Primary research can be expensive to prepare, implement, and data interpretation can be time consuming. Primary research can be both qualitative and quantitative in data provided, often referred to as pluralistic research. There are two primary categories of primary research, which are exploratory, and specific, and directed at a target audience that would provide substantive... ... middle of paper ... ...y data both possess benefits to an organization; however, it is ultimately dependent upon the information needed regarding the best type of research application for the particular organization. Commonly the most cost efficient way for an organization is to glean what information is available in the secondary data sources. If research information proved insignificant, primary research may be the best research to implement. Works Cited Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons. Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall. Entrepreneur Media, Inc. (2011). Small Business Encyclopedia: secondary market research. Retrieved November 19, 2011, from http://www.entrepreneur.com/encyclopedia/ term/82616.html.
Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
McDaniel, C. & Gates, R. (2006). Marketing Research (7th ed.). Hoboken, NJ: John Wiley &
Although this method is limited when answering specific questions, it is key for background research. Using secondary research, one can determine trends, utilize data from past reports and gather opinions on multiple media platforms.
Primary sources are essential to any research that wishes to be factual and true to
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
According to Smith (1983) quantitative research is to explain, predict and develop laws that can be universally applied and Qualitative research is the interpretation and understanding of what people give to their situation. The researchers clearly stated the purpose of their studies, aim, objectiv...
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons.
Burns, A. C., & Bush, R. F. (2007). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
Qualitative research is defined as the compilation of information based on the intelligence gained from studying human behavior and the underpinnings for such behavior. The qualitative technique explores the reasons (how and why) decisions are made (in addition to the what, where and when.) In this research method, smaller samples are used to predict the behavior of a larger group and which involve an interest and delve into the details of an issue at hand.
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
In conclusion, it is often difficult to choose between quantitative and qualitative research because it seems that there is an overlapping between qualitative and quantitative when we look thoroughly at researchers' actual beliefs (Muijs, 2004). Clearly, we can say that both quantitative and qualitative research are appropriate in particular situations and inappropriate in certain situations. We should not select a research design just because we are more familiar with one method or the other recommends a particular design.
A way that I used this research was through interviewing people, or handing out surveys for people to participate in. Using this form of research you are able to go into depth asking open-ended questions so that you can find out more, instead of just straight facts. Using qualitative research will give a better understanding of human behavior, with more in depth research it would be easy to support hypothesis that are made by all of the data that would be
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
This paper will outline the importance of marketing research and apply that importance to a communication to the management team at Johnson & Johnson’s Consumer Products group. The discussion with management will include the use of current marketing research tools by the company today and the application of each.