Qualitative, Quantitative, and Mixed Research Methods
Introduction
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.
Conclusion
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.
The methodology of this research project included both qualitative methods and quantitative methods. The qualitative methods were used for primarily background information and specific examples of respondents that would be considered part of the target market. The quantitative methods included a distributed survey and a collection and analysis of the results using statistical software.
Qualitative and quantitative research have many differences. Qualitative is exploratory, interpretive, subjective, descriptive, emergent, looks to produce or reach a hypothesis by what is observed, has unknown variables, is flexible, and uses personal views. Qualitative research is confirmatory, predictive, objective, deduces and test the hypothesis, has known variables, is not flexible, but is a fixed, static designed to control variables, and tries to be bias-free. Qualitative research collects data through interviews, observation, surveys, review of artifacts, and self inqu...
Marshall, B., Cardon, P., Poddar, A., & Fontenot, R. (2013). Does sample size matter in qualitative research? A review of qualitative interviews in is research. Journal of Computer Information Systems, 54(1), 11-22.
Creswell, J. W. (2003). Research design: Qualitative, quantitative, and mixed method approaches. Thousand Oaks, Calif: Sage Publications.
Qualitative research provides insight into developing phenomena or offers a new perspective on current trends. Prior to the creation of a dynamic strategic plan, the SWOT analysis offers a critical assessment of an organization’s competitive position, though the four areas of assessment are not weighted, nor does the utilization of the tool provide specific direction for the organization and requires subjective interpretation of the data. Input from stakeholders brings validity to the information gathered while conducting a SWOT
Qualitative research is a method of inquiry appropriated in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts (Denzin, Norman, Lincoln & Yvonna . 2005).
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...
Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches (3rd ed.). Thousand Oaks, CA: Sage Publications.
Quantitative research may be seen as the less contentious of the two because it is more closely aligned with what is viewed as the classical scientific paradigm. Quantitative research involves gathering data that is absolute, for example numerical data so that it can be examined as unbiased as possible. The main idea behind quantitative research is that it is able to separate things easily so that they can be counted. The researcher generally has a clear idea of what is being measured before they start measuring it, and their study is set up with controls. Qualitative research on the other hand is a more subjective form of research, in which the research allows themselves to introduce their own bias to help form a more complete picture. Qualitative research may be necessary in situations where it is unclear of what is exactly being looked for in a study, while quantitative research generally knows exactly what it is looking for. Questionnaires and surveys are quantitative socio-legal research, because it is the collection of numerical data, or data that can be easily being turned into a numerical form. In terms of analysing quantitative data, Excel is the b...
We believe it is clear that both qualitative and quantitative research have many benefits and many costs. In some situations the qualitative approach will be more appropriate; in other situations the quantitative approach will be more appropriate.
Traditional research may use quantitative or qualitative research method. According to Hendricks (2009), quantitative research is a general conclusion based on hard data. Hen-dricks describe quantitativ...
Polaris Marketing Research (2008). Marketing Research Process: An Overview. Retrieved May 8, 2008, from http://www.polarismr.com/edctr_overview.html
Another option available to a researcher is mixed methods which focuses on collecting, analyzing, and mixing both qualitative and quantitative data in a single study; also, it is based on the premise that the use of quantitative and qualitative combination provides a better understanding of the research problem than either approach alo...
Qualitative and quantitative research methods take different approaches to gathering and analysing information. Whether it is a qualitative or quantitative study, the research study begins with a question or series of questions. Both use rigorously designed studies to get the most accurate, detailed and complete results. Qualitative studies common methods are interviews, surveys and observation. A qualitative study aims to provide a detailed description of the study results, often using pictures and written descriptions to describe what the research revealed. A qualitative study looks at the big picture, helping researchers to narrow in on points of interest that then can be followed up on in a quantitative study. While a quantitative study has a narrower focus, it attempts to provide a detailed explanation of the study focus, along with this using numbers and statistics. And the results from a quantitative study can reveal bigger questions that call for qualitative study. Or vice versa a qualitative study may reveal at analysis that a more focus and direct approach may be needed. With both methods analysis is a key part of any study whether qualitative or quantitative.
...chniques and procedures among those associated with quantitative or qualitative research. A literature review, which included document analysis, was used to answer sub-questions one, two and three. A model building approach was suggested to answer sub-question four. In addition, the study uses a case study as a proof-of-concept. The use of a case study is a qualitative empirical study to strengthen the research validity. Since the research methods directly responding to the research questions (Literature review and Model building) make use of textual data, we classified this study as a qualitative study. Table 3.1 below summarises the classification of this study in terms of the dimensions discussed above.