Qualitative and Quantitative Research Methods Essay

1971 Words8 Pages
This Essay will compare and contrast two different research methods that are qualitative and quantitative methods endeavouring to highlight differences and similarities between them, and providing example how they are applied through airline industry.
According to Kotler et al.( 2010 p. 124-125) “ Marketing research is a process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to managements.” This basically means that, a marketing research is a process of collecting, recording and evaluating the information related to customers’ needs and wants and products that are design to supply demand. This need for market
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British Airways tries to motivate its employees by conducting semi- structured interview which are usually related to qualitative research. The management of British Airways has already recognised the de- motivational factor of its staff because of the disputes among the employees and managements. According to British Airways annual report and accounts (2009/10) the interviews were conducted to find out the employees feelings toward their working environment and to be able to reveal problematic areas and managerial problems that needed to be resolved. These interviews were focused on employee relations, training and rewards. In 2009/2010 British airways employees training were raised by 50% as they focus more into high quality customer service (BA, 2010).

According to a survey (BA annual report, 2010) that is based on quantitative research suggest that over 50% of British Airways’ employees believe that they are well communicated throughout different communication channels such as “personalised internet, mobile sms”. This survey shows that more than 90% of employees are aware of the financial situation of the company. British Airways main focus is on communication to its staff through conducting face to face interviews to ask questions and receive suggestions and ideas from its employees (Annual Report of BA 2010). Similarly Southwest airlines believe that their competitive position is based
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