Difference between Qualitative and Quantitative Research - Assignment Example

Management Topic: Management Research Methods Table of Contents Management Topic: Management Research Methods Table of Contents 1 Section A 2 Difference between Qualitative and Quantitative Research 2 Section B 2 Methods of Data Collection and Analysis 2 References 5 Section A Difference between Qualitative and Quantitative Research The increased competitive environment in the present business world has accentuated the need to ensure effective decision making. This has increased the importance of marketing research that helps organizations formulate effective strategies so as to generate a sustainable edge in the competitive business environment. Marketing research and analysis involves two major types of analyzing the data, namely qualitative and quantitative research. Quantitative research involves analyzing data using numbers and statistical tools to answer a particular research question (Muijs, 2010, p.1). Qualitative research on the other hand does not involve use of numbers or statistical tools but an in depth analysis of the observations conducted during the study. Qualitative research differs from quantitative research in the aspect of the fact that the former is used to gain a deeper insight and generate triangulation in findings that is quite contrary to the quantitative research methods that normally involve statistical analysis of the data collected that helps in generating forecasts and other definitive trends in business (Chrusciel & Field, 2006, p.511). A qualitative research methodology is normally used by researchers during researches that involve greater complexity; persona and contextual analects involve multiple factors. In addition to this qualitative research methodology involves analyzing relationships including a cause and effect analysis. Quantitative research although considered to be more advanced and favoured by a large percentage of scholars and academicians fails in these aspects as they fail to answer these deeper insights in a particular research question (Gummesson, 2006, p.167). Philosophically there can be certain differences in the qualitative as well as quantitative research frameworks. In a philosophical underpinning point of view a qualitative research involves a position based on phenomenon i.e., the analysis is largely based on the aspects of analyzing individual’s actions, faiths and beliefs thereby interpreting the psychological aspects of the respondents. Qualitative research involves interpreting the actual experiences and views of the respondents by using feelings and other visible gestures. Quantitative research methodology on the other hand, is based on a position of positivism. This form of research analysis involves conversion of the individual discreet units into smaller sub units and comparing these smaller sub units with other sub units using various statistical tools (Maykut, Maykut, Morehouse & Morehouse, 1994, p.2-6). In addition to the philosophical underpinnings differences between the two forms of data analysis techniques also include the fact that qualitative research is usually based on a small sample size which is quite the opposite for quantitative research methods. Qualitative research methods are normally interpretable and highly subjective in nature while quantitative research methods are largely summary based and are based on statistical aspects. Finally quantitative research is normally used in case of undertaking a casual or a very descriptive form of analysis whereas qualitative research is most used in circumstances where the analysis is largely exploratory in nature and requires a deeper analysis of a particular research question (McDaniel & Gates, 1998, p.99). Section B Methods of Data Collection and Analysis Data collection is another important feature in the context of marketing research. Proper collection of data set is very important considering the fact that the collected data forms the basis of the analysis of the research question or hypothesis testing. Qualitative research methods normally involve investigation and conducting an in-depth analysis of the research question (Davies, Ryals & Holt, 2010, p.1052-1053). Most of the data collection is done based on techniques like interviews, discussions, forums and the responses are mostly recorded in written documented form. Qualitative research also includes data collection techniques that involve visual or graphical based information (Cassell, Buehring, Symon & Johnson, 2006, p.162). Questionnaires are another important tool to gather data for qualitative research analysis. One interesting aspect of qualitative research data collection technique is that all the questions are open ended in nature and hence do not limit the respondent with regards to the information to be provided to the researcher. This helps in a better and in depth analysis of the research question as a large number of information can be gathered that can be effectively used to analyze the research question (Polkinghorne, 2005, p.138-140). Interviews such as focus group and observation based interviews are also commonly used to collect data for qualitative analysis. These interviews can either be structured or unstructured in nature depending on the research question. Interviews for gathering data for qualitative research can either be of a personal or group based in nature. Personal interviews involve a researcher asking questions or responses to one individual at a time and devoting all the attention towards the response gathering process for a single individual. Focus group interviews involve selecting the respondents for the study and collecting data from all the respondents at a single point of time. This helps in gathering a debatable viewpoint from all the respondents. In case of focus group interview techniques, the respondents generate additional responses and questions that help collect more information about the research question generating greater efficiency and more information about the research question. Data collection in qualitative research methods normally require considerable skills of the data collector or the researcher as the researcher also comes into play while conducting interviews and hence has a good role to play in the collection of data from the chosen set of respondents (University of Wisconsin-Extension, 2002, p.1). In order to ensure a bias free result, data collection methods in qualitative research must ensure effectively using triangulation. This phenomenon occurs in case where data is collected from a large number of sources that are unrelated but are related to a same research question. This is also important while using data collection techniques like value stream mapping that is another very important technique for collecting data from the chosen set of respondents in qualitatively analyzing a research question (Worley & Doolen, 2006, p.232). Some other common data collection techniques used by researchers in qualitative data analysis includes testimonials, journals and logs, stories and case study analysis. Data collection is a very important process and most of the errors in research normally occur during this process. This assumes even more importance in case of qualitative research analysis as the data collection and its efficiency ultimately ensures the success or failure of a market research and the very purpose or objective of conducting the research. In addition to data collection another very important and the most interesting part of a qualitative market research involves analyzing the data collected from the surveys. Data analysis in qualitative research techniques do not involve numerical data and statistical tests but an in depth analysis of the data collected during the surveys. Analysing a research question qualitatively involves searching for patterns in the data collected from the research survey. These patterns may include identifying the similarities or dissimilarities in the data sets so as to arrive at a logical conclusion to a particular research question. One of the popularly used data analysis techniques include a Meta analysis in which a researcher combines data collected from various sources and tries to analyze the impact of a factor and its influence over the possible impact of an outcome of a scenario. Systematic reviews are another form of analyzing non numeric data collected from a primary study to analyze a particular research question (Denyer & Tranfield, 2006, p.217). Narrative analysis is one form of data analyzing tools that involves understanding cutting, sorting out the data collected during the process. In this technique the researcher sorts the data and tries to gather common points and finally relates them in the context of the research question. The development of technology has enabled more critical analysis of qualitative data with software packages like Ethnograph and others like SAS help in analyzing non numeric data that is used to analyse and undertake qualitative research (Powell & Renner, 2003, p.6). Certain other programmes involving computer applications involve applications like general enquirer software that inputs data collected from interviews and helps generate meaningful and logical interpretation of non numeric data for analysing the research question. Qualitative data analysis also involves considerable efforts on the researcher to fill in loose data ends with filers that help generate logical conclusion and support to the main question of the research. This also requires considerable attention by the researcher so that element of bias does not creep in within the results as these can bring about drastic changes to the outcome of the research and the overall quality and purpose of the research study being conducted (Neuman, 2008, p.459). The analysis of the topic reveals considerable importance and scope for qualitative research techniques. However it should be noted that a researcher needs to provide considerable importance to the aspect of ethics and goodwill while undertaking a research analysis. Personal thoughts and beliefs must not come in the way of analysis that can ultimately affect the research. Steps must be taken to ensure minimal respondents errors and steps must be taken to reduce elements of bias so as to formulate quality research that can help generate advantages in the market. References Cassell, C., Buehring, A., Symon, G. & Johnson, P. (2006). Qualitative methods in management research: an introduction to the themed issue. Management Decision Vol. 44 No. 2, 2006. pp. 161-166 Chrusciel, D. & Field, D.W. (2006). Success factors in dealing with significant change in an organization. Business Process Management Journal Vol. 12 No. 4, 2006 pp. 503-516. Davies, I.A., Ryals, L.J. & Holt, S. (2010). Relationship management: A sales role, or a state of mind? An investigation of functions and attitudes across a business-to-business sales force. Industrial Marketing Management 39 (2010) 1049–1062. Denyer, D. & Tranfield, D. (2006). Using qualitative research synthesis to build an actionable knowledge base. [Pdf]. Management Decision Vol. 44 No. 2, 2006 pp. 213-227. Gummesson, E. (2006). Qualitative research in management: addressing complexity, context and persona. Management Decision Vol. 44 No. 2, 2006 pp. 167-179. Maykut, P., Maykut, P.S., Morehouse, R. & Morehouse, R.E. (1994). Beginning qualitative research: a philosophic and practical guide. Routledge. McDaniel, C.D. & Gates, R.H. (1998). Marketing research Essentials. Taylor & Francis. Muijs, D. (2010). Doing Quantitative Research in Education with SPSS. SAGE Publications Ltd. Neuman, W.L. (2008). Social Research Methods, 6/E. Pearson Education India. Polkinghorne, D.E. (2005). Language and Meaning: Data Collection in Qualitative Research. [Pdf]. Available at: http://www.usc.edu/projects/rehab/private/docs/researchers/polkinghorne/3_polkinghorne.pdf. [Accessed on December 7, 2011]. Journal of Counseling Psychology 2005, Vol. 52, No. 2, 137–145. Powell, E.T & Renner, M. (2003). Analysing Qualitative Data. [Pdf]. Available at: http://learningstore.uwex.edu/assets/pdfs/G3658-12.pdf. [Accessed on December 7, 2011]. University of Wisconsin-Extension. (2002). Focus Group Interviews. [Pdf]. Available at: http://www.uwex.edu/ces/pdande/resources/pdf/Tipsheet5.pdf. [Accessed on December 7, 2011]. Worley, J.M. & Doolen, T.L. (2006). The role of communication and management support in a lean manufacturing implementation. [Pdf]. Management Decision Vol. 44 No. 2, 2006 pp. 228-245. Read More