Marketing Research Assignment

Qualitative research is not measurable. This is how a consumer believes about a product. The consumer may feel that the color red makes the widget look better than the color blue. There is no measurement for this type of research. Finding out what makes the red widget more pleasing to consumers is the driving force for qualitative research. This type of data is not strait forward and involves a large amount of interpretation from the researcher. Experts are needed to translate the data.

Qualitative research is not measured accurately as the research is done by interviewing or observation.

According to Kothari (2008) qualitative research is concerned with qualitative phenomena which are related to or involve quality or kind. Qualitative research engages the collection and analysis of non-numerical data obtained from experiments, interviews, observations, and other resources involving statements and arguments. Research is conducted into particular context and non-numerical interpretive approach is used to produce narrative description of research data. Unlike quantitative research, this type of research considers the underlying facts behind the establishment of particular behaviors and assumptions. It is commonly used in behavioural sciences where the aim of research is to discover underlying motives of human behaviour.

Qualitative research method is a systematic strategy used for gathering information that are non-numerical, that is, they use visual and narrative words instead of using number. The data collected are from comprehensive case studies, focus groups a qualitative research approach whereby subjects answers an open-ended interview questions, likewise each others ' comments; ethnographies or field observation. (Headlessprofessor, 2012)

Qualitative research: In quantitative researches, group discussions or interviews are conducted to gather information. This research involves open-ended questions where consumers are required to answer in-depth questions. Experienced professionals are required to conduct interviews. It is both an expensive and time-consuming method of

Business researchers utilize various forms of approaches to analyze and obtain information and data, and two of the most popular approaches used are the qualitative research approach and quantitative research approach. Each approach can be beneficial or in some cases may cause inconclusive results depending on the type of research being conducted and what the nature of the study is. The following will assess two different peer reviewed articles: one which uses a qualitative approach and the other a quantitative approach. It

Qualitative research seeks to answer the “why” and not the “how” of the research project that is being conducted, this is done through a complex system of analyzing unstructured information such as survey’s , questionnaires, interviews, interview transcripts, open end survey’s, focus groups, observations, emails, notes, video’s, feed back forms and photo’s; most of the time a qualitative report won’t depend on statistical evidence alone it must be accompanied by detailed facts and proven facts and not hypotheses or in accurate data, this can lead to misunderstanding of data findings and can through the whole aim of the research project off and waste valuable time.

A research design that is qualitative is done through the method of subjectively perceiving the qualities of a phenomenon that may not be measured quantitatively. "Qualitative research is used to examine subjective human experience by

Qualitative research method involves analysis on ‘quality’ of study object. Specifically, it adopts such approaches as induction and deduction, analysis and synthesis, as well as abstraction and generalization to process all kinds of materials obtained in order to eliminate all but the essential, discard the false and retain the true and proceed from the exterior to the Interior, thus reveal the essence along with inherent law. Qualitative analysis is majorly about the problem

According to Schneider, Elliot, LoBiondo-Wood & Haber (2004), qualitative research methods, search for the meaning and understanding of human experiences in a naturalistic setting. A researcher obtains subjective facts in order to explore the experiences of each participant (Schneider, Elliot, LoBiondo-Wood & Haber 2004). As a result, qualitative research is a means in which a researcher gains an insight into the participant's point of view concerning their personal experiences; in order gain an understanding of the information given. Therefore this allows a researcher to collect subjective information to create a description of the phenomenon (Vishnevsky & Beanlands 2004).

Qualitative and quantitative research assume an instrumental part in item advancement. Information acquired from the quantitative research incorporate client inclinations, socioeconomics, and advertise measure offers imperative data which is utilized for business basic leadership. Qualitative research gives information which is utilized to the plan of an item, and client prerequisites. Both of the methodologies have qualities and shortcomings which ought to be tended to when doing an exploration procedure. There are advantages which are collected from consolidating the two techniques. Quantitative investigation is communicated in numbers. Information in quantitative research is in numeric frame, so measurable tests are pertinent. The depiction of measurements which can be utilized incorporates standard deviation, mean, and middle. Measurable investigation empowers the specialists to infer huge certainties. In this view, the paper will talk about Qualitative and quantitative research concentrating on their focal points and inconveniences.

Bazeley, P. 2004, Issues in Mixing Qualitative and Quantitative Approaches to Research, Applying qualitative methods to marketing management research. UK: Palgrave Macmillan, pp141-156.

The uses of quantitative and qualitative research methods were used. The quantitative research answers exactly what QVC was looking for before the research began. The qualitative research was utilized to focus on the emotions and stories of the gathered information. There were specific questions constructed to determine which consumers would be the main focus of the marketing team.

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.

Qualitative research methods pose some limitation. For instances the findings of the study is a bit more difficult to generalized to the study population and or community. The data collection can also be time consuming compared to other research methods (Johnson & Onwuegbuzie, 2016).