Data Assessment: Basic Methodological Considerations

4. The key methods of collecting primary data (1.1). Justify the choice and application of data collection methods and research instruments to explore an area under investigation (2.3). Evaluate their relative strengths and weaknesses (2.4)

Qualitative research is subjective data and is often used in the social sciences (Sarantakos 2013, p. 48). Qualitative research is devoted to gathering facts, this can be completed through personal experiences, behaviours, and observations (Sarantakos 2013, p. 46). The purpose of qualitative research is to gather an in depth understanding of human behaviour and the explanations for the behaviour (Martijn & Sharpe 2006, p. 1). An issue with only using a qualitative method is efficacy, qualitative studies cannot address relationships between variables with the degree of accuracy that is required to establish social trends (Sarantakos 2013, p. 46).

Qualitative data is a kind of data that cannot be used in identical way as Quantitative so it is viewed in a narrative form. This can be used to only observe the data for example John Lewis have to ask customer how they feel about their shop and then record the response rather than customers telling you out of nowhere as they will not know, this will give time of how they feel about it when they answer the question. There are few data that can be seen but cannot be measured such as seeing the product instead of describing it. This type of information can be used in John Lewis if customers want to know which products are popular in stock. Most of them will have their own opinion on the product. Businesses like John Lewis may want to include

Quantitative data is facts that are written in numerical form and then proven. The way Quantitative data is recorded is in numbers. An example of Quantitative data is 55%take bus, 25% take train, 10% walk and 10% car.

Qualitative research data is useful to explain to others the outcome of the information whereas quantitative research is difficult to understand at an initial glance. An advantage to quantitative data is that it is easy for you to turn in to quantitative data, which is more aesthetically pleasing for the audience.

Methods used in psychological research are used to obtain quantitative or qualitative data. Quantitative data is more often than not derived from methods such as experiments and statistics analysing data using surveys, questionnaires and interviews. Qualitative data tends not to be aimed at finding exact measurements in its findings, but is more concerned with evidence collection and analysis through practices such as observation and ethnography (using observations through involvement in activities over a period of time) (Brownlow 2011).

To ensure the data I find is suitable for the purpose of the research, I should agree guidelines for exactly what is needed and in what format with my manager or whoever set the task.

Quantitative data can be described as measurable factual and accurate data, i.e. sales, volumes and costs. Can be developed with historic records. Quantative data is more objective rather than subjective focusing on key issues.

3. Quantitative data is easily compiled into something meaningful because it is based on concrete data. On the other hand, qualitative data is presented in a raw form and needs

Always make sure that the data you collect serves the purpose of the report you are going to prepare

The overall results are presented as a qualitative analysis and it allowed the researchers the opportunity to produce new inputs.

Qualitative research is subject to judgments about the data and synthesizes the findings using specialized approaches such as experimental or non-experimental. Researchers often opt to use non-experimental approaches in studies using surveys, interviews, observations, and case studies. Even though an experimental approach is appropriate in quantitative research, it further enables researchers to find answers and collect data (Bagozzi & Yi, 2012). This approach is unique in its hypotheses and the study of behavior, making it valid and reliable.

Quantitative research involves collecting data, which can be expressed numerically. The design is well structured with pre-determined outcomes. It frequently involves testing a hypothesis, which then can be analysed from the data deductively using statistical methods. Using numerical data is easier to analysis mathematical, so larger sample sizes can be utilised compared to qualitative research, therefore giving a better representative of the population; along with simplifying the process of making a generalisation. Another advantage is that studies can easily compare to similar findings (Kruger, 2003). The disadvantages are the results are limited and might not provide a proper understanding of the topic. Also, statistics and leading questions can be used to give a false representation of the data when summarising.

The behavior was observed from a large sample of people. This included twenty people shopping alone and twenty people shopping in a group, for a total of forty subjects, each ranging in ages from approximately 19 to 40 years old. The subjects were observed from the time they entered the store until the time they left. The reasoning behind this was to see the buying behavior differences for the whole experience and figure out which areas of the store could be improved in order to appeal to groups of people shopping. The behaviors observed included the amount of time spent inside the store, the amount of money spent, the interactions with associates, and the areas of the stores that were navigated.

Quantitative data collection involves the use of numbers to assess information. This information can then be evaluated using statistical analysis which offers researchers the opportunity to dig deeper into the data and look for greater meaning. The Quantitative data collection methods rely on random sampling and structured data collection instruments that fit varied experiences