Explain The Similarities And Differences Between Qualitative And Quantitative Market Research?

Quantitative and qualitative research generates from two different perspectives, and it provide different types of crucial information from the research subject. Qualitative research corresponds more with comprehensive and thorough descriptions of events, whereas quantitative research creates statistical models to explain events. Several advantages and disadvantages in qualitative and quantitative research, depends upon the researcher's purpose and area of focus and information that will answer those research questions (Creswell, (2013).

Most of the businessmen consider market research the key to a successful business empire. It is quite essential to conduct a thorough research to analyze the prospects of an existing or new product. A well-conducted research proves fruitful in evaluating the business situations, the potential sales of a product, prospective customers and so forth.

A major advantage of blending research methods is that “it enables the researcher to simultaneously answer confirmatory and exploratory questions, and therefore verify and generate theory in the same study” (Tashakkori and Teddlie, 2003, p.

M1: Explain, with examples, how different market research methods are appropriate to assist different marketing situations. Looking back at the market research methods that could be used to collect information, methods such as questionnaires/ survey, observation, focus groups, experimentation, internet, website monitoring etc. I am going to select 3 primary and 3 secondary methods of research from the ones I have written about. I have chosen 3 primary researches which are: •

There has always been a discussion as to which method of study was better: quantitative, or qualitative. The quantitative approach focuses more on quantifying data and generalizing results from a sample to a population of interest. The use of quantitative methods is used for general features of a population and to measure the incidence of various views and opinions in a chosen sample. Qualitative methods are used to gain an understanding of underlying reasons and motivations. This type of method provides an insight into the setting of a problem. This can be used to generate ideas for later quantitative research. It is being argued that quantitative criminology is no longer required and this method is dead. To understand why people commit crimes, the best way to conclude this would be to switch to a more qualitative approach. Although this may be true in some cases, I do not completely agree with these two statements. I disagree with the statement about the quantitative approach being “dead,” however, I do agree with the statement about switching to a more qualitative approach to fully understand why people commit crimes. However, incorporating the quantitative approach and qualitative approach into one study will result in a thorough conclusion. This paper will explain the quantitative and qualitative approaches in research, discussing the positive and negative aspects of each approach, along with including how a combination of these approaches in a study will result in the

Both qualitative and quantitative research methods have their specific qualities which make them useful to a researcher, however in the course of this short essay I will explain why, for several reasons, qualitative research is better. As both methods operate within different assumptions, it is important to stem criticism for each method 's respective theoretical base in order to adequately judge them. In the course of this essay I will highlight each method 's theoretical assumptions and then I will assess each method by pointing out their positive and negative factors.

Market research is the collection and evaluation of customer data detailing preferences for an organization’s products and services (Oxofrd University Press). The information gleamed from a market research study con prove very useful in a business’s decision making processes. It is essential for managers to carry our market research as it can determine an organization’s success. Market research allows managers to become familiar with an industry, its potential customers’ need, and the competitive environment they desire to work in. It also provides a basis for managers to make informed decisions as to whether to enter an industry or explore other options. As the manager of a high-end retail organization, it is prudent to conduct a market research gain information of potential customers and the competitive environment.

Qualitative research is designed in general to try and understand and interpret social interactions, according to Xavier University. Quantitative research, on the other hand, is used to test hypothesis, to examine "cause and effect," and to make predictions (Xavier). Qualitative research is used to identify patters, themes and certain features while quantitative research tends towards identifying statistical relationships (Xavier). As to the role of the researcher in qualitative research, his or her biases "…may be known to participants in the study" and the characteristics of the participants may be known to the researcher; in quantitative research the researcher and his or her biases "…are not known to participants in the study" and the characteristics of participants are "deliberately hidden from the researcher" (Xavier).

Within research there are two categories of ways in which you can conduct your study and present you findings. A researcher can either use qualitative research or quantitative research. Qualitative research is more descriptive and narrative in nature than quantitative and uses words and classifications to tell about a situation or subject. Conversely, quantitative research is more concerned with numbers and statistics found. Many different types of research questions can be answered by quantitative research including “What is something?”, “Could there be a correlation between these phenomenon?”, or “Does A cause B to happen?”. A researcher attempting to answer these types of questions could use surveys or experiments to collect data. Then

This editorial concludes a seven-part series, “Publishing in AMJ,” in which the editors give suggestions and advice for improving the quality of submissions to the Journal. The series offers “bumper-to-bumper” coverage, with installments ranging from topic choice to crafting a Discussion section. -J.A.C. I’m comfortable with my knowledge of qualitative work—and my ability to give some insight on a specific piece— but for whatever reason, this quantitative-to-qualitative comparison is hard for me to make. And I don’t understand the reasons that is

surveys and focus groups into data that can be analysed so we can highlight the

For this first assignment I will provide a manual that shows the main types of market research. Market research is the method of gathering and analyse information about customers, competitors and the market. Market research is used when companies want to focus on things like market trends, customer habits and lifestyle, what price customers will pay for a product and what competition exists. This type of research assists companies build an idea on how competitive the market is also business owners can price their products efficiently with the understanding of the current market research.

Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings Author(s): Singfat Chu and Hean Tat Keh Source: Marketing Letters, Vol. 17, No. 4 (Dec., 2006), pp. 323-331 Published by: Springer Stable URL: http://www.jstor.org/stable/40216698 . Accessed: 04/04/2011 12:32

Market segmentation – “dividing total market into several smaller groups that have smaller needs, and behaviours”

For many who are new to research, there is little difference between quantitative and qualitative research. Key words to define quantitative research include empirical and statistics, while words to denote qualitative include subjective and naturalistic. However, for many research scholars, the differences between the models are vast. Much of the debate centers around validity that surrounds the heterogeneous methods used to determine outcomes in qualitative research (Madill & Gough, 2008). Opposing views see use of a variety of methods in qualitative research as a context driven, useful approach, that contributes unique ideas to science (Madill & Gough, 2008). For those who keep the debate alive, Walsh (2012) makes the point that perhaps, the debate lies within the realm of ego or, “who is “right” and who is “wrong” (p. 10). Regardless, in truth the past twenty years has seen the convergence of research using both quantitative and qualitative data. All one needs to do is explore a database using the two methods as the search term; results abound showing integration. Integration has been allowed through the rigorous pursuit of empiricism through more standardized data collection and analysis in qualitative research (Madill & Gough, 2008). Qualitative research has come a long way toward understanding the need for standards of practice in methodology. Thus, combining each method toward a comprehensive approach is a more pragmatic way of studying phenomenon.