Essay on Marketing Research: Primary vs. Secondary Research

Quantitative research is a form of conclusive research involving large representative samples and fairly structured data collection procedures. A primary role of quantitative research is to test a hypothesis (Roberts, 2012).

Qualitative research collects non-numerical data to describe events or phenomena. On the other hand, quantitative research uses numeric data with statistical methods to investigate phenomena. (Melnyk & Fineout-Overholt, 2015, p. 609). Qualitative studies address human responses to particular situations or events with an emphasis on interviews and observations. The results are reported from the participant’s point of view. Qualitative studies can be conducted when a phenomenon is unknown to obtain a general idea. Also, they can be used when an event is well known, but certain areas lack details or depth (Melnyk & Fineout-Overholt, 2015). Contrarily, quantitative studies measure phenomena with the use of scales, tests, scores and statistics. Quantitative research designs are multiple. They can range from descriptive studies, which are used to predict relationships between variables, to randomized control trials (RCT). RCTs are used to describe cause and effect relationship between variables. Quantitative studies report results using a uniform format with preselected variables (Melnyk & Fineout-Overholt, 2015).

Researchers often times are faced with the decision of choosing a methodology of research; either Quantitative or Qualitative that they think best fits their study and objectives. This choice is guarded by the topic of study, the advantages and disadvantages, and the strengths and weaknesses of using either one or the other type of the methodologies.

This paper also will present a summary of the different research methods to conduct research in quantitative, qualitative, and mixed methods studies and will evaluate this three common research approaches in conjunction with the various research designs commonly used. Also, the main dimensions of the discussion about the relative characteristics and merits of quantitative, qualitative and mixed methodology will be outlined; moreover the essay will develops the arguments that the use of a single methodology often fails to explore all of these components.

Qualitative research uses data obtained through methods such face- to- face interviews, observations, and focus groups. Data is analyzed by looking for trends and patterns. Quantitative research use numerical and statics to process the answer specific questions. Statistics used to support assessment of research. Analysis techniques are used to report are affected by the questions addressed and type of information that is expected in the research discoveries (Wakoff, 2007).

Qualitative data is not numerical and is more likely to take the form of observations or interviews. Obviously, it is very difficult to perform any statistical analysis on this kind of data. A further problem is that another researcher cannot replicate this data and therefore it is difficult to check the validity of what has been written. Researchers using this kind of data must be careful to avoid subjectivity, that is, they must avoid letting their personal beliefs or preferences affect the way they record and interpret the data. The advantage of this form of data collection is that it allows the researcher to answer open-ended questions; consequently, it is more flexible. Qualitative data also provides opportunities to explain the context of an observation and can therefore present a fuller picture (OU, 2001).

Quantitative research has numerous strengths and weaknesses as well. The most popular and main form of quantitative research is the use of surveys, which are cheaper and less costly than other forms of data collection. Another beneficial quality of the quantitative approach is the lack of contact between the researcher and the participants, which allows researchers to collect data that could be more biasedly based if used with the qualitative approach. However, quantitative research has its downfalls. Because the sample sizes are so large it lengthens the time of the data collection process and interviewing the participants again is usually not possible, which could alter the consistency of the results (Cooper & Schindler, 2008).

Quantitative research: In quantitative researches, surveys are conducted to collect numerical data. Most of the surveys include close-ended questions which are less time consuming. It is quite easy to collect such data as consumers tend to be more co-operative. The collected data is further analyzed for a proper conclusion.

Methods of quantitative research includes surveys and data, which is then presented as statistics. It is then collected by a big group such as the Census. The downfalls of quantitative methods of research include being that it offers less depth in information as they generally place emphasis on a much larger number of cases. The outcomes of quantitative research are more often than not, used to present findings to a wide or whole population (Punch, 1998). Qualitative methods of research is essentially gathering information and data, by creating focus groups, and conducting field research and intensive reviews.

There are many benefits of utilizing quantitative methods in research. The benefits are precise numerical data, previously constructed theories can be tested and validated, results can be generated from sufficient random samples sizes, and less time is needed for data analysis. The weaknesses of quantitative methods are that due to the focus of the theory used the researcher may miss phenomena occurring, or the information gained may be too general to be applied to the individuals. The other weaknesses are colleagues may not understand the categories used, and colleagues may not understand the theories used by the researchers. (Zikmund et al, 2010) Qualitative Methods

Quantitative research defines the research that can produce statistics, solid facts, and numbers. It uses measurements and statistical analyses.

Consequently, the emphasis on the role of the researcher and the context within qualitative research creates a barrier to practising secondary analysis. Entering a data set as a secondary researcher has three broad implications in terms of con-text. First, the dynamic environment of researching participants through rela-tionships and reflexivity is lost. The data is now static in the sense that it is al-ready shaped and collected by the primary research and you cannot engage with the participants anymore. Second, which follows from the first, is that all the choices of methods of collection has already been done and cannot be undone. Decisions around units, cases and sampling for the primary research cannot be changed. Third, it is impossible for the primary researcher to grasp all contexts and influences in which the research is pursued and then translate them into the data. There will be information that is left out in the primary data due to both selectivity and inability, which becomes a problem of not knowing

Qualitative research comprises of receiving information that gives a verbal expression of the participates, providing more detail and depth than quantitative studies. It can be used to analysis people’s attitudes and emotions towards a topic encouraging them to expand on their answers to explain the reasons behind why they gave a particular response. The drawbacks to this being as it requires more time to collect the data so smaller sample sizes

Qualitative and Quantitative study designs both can be beneficial in research design. They both provide valuable options for researchers in the field. These techniques can either be used separately in a research study or they can be combined to achieve maximum information. This paper will define the terms qualitative and quantitative; describe the similarities and differences between each; discuss how qualitative and/or quantitative research designs or techniques could be used in the evaluation of my proposed research; and discuss why linking analysis to study design is important.

When looking to add a new product to the market, traditionally five steps occur in marketing research and lead to marketing actions. Of these five steps, step number three covers the collection of marketing data. Marketing data can be collected through either primary research or secondary research. The goal of this assignment is to describe both primary and secondary research, provide examples of each and determine how the author’s organization could benefit from each. The author will begin with a description of primary marketing research.