Quantitative research is generally closely affiliated with ideas from 'the scientific method'which can include:
How to Gather Data for Business Research written by: On the other hand, quantitative research is statistical in nature, with data obtained using structured techniques such as online questionnaires, on-street or telephone interviews.
Qualitative research focuses on thoughts and opinions of a small target group that remains non-representative of its class.
The data from such research help gain an in-depth understanding on the subject, and of the underlying reasons and motivations for an action. Quantitative research identifies variables and the relationships and interdependencies among such variables. It measures the incidence of views and opinions on a random sample of population, to generalize the results from the sample to the universe.
Qualitative research usually takes place in a natural or real-life setting, whereas quantitative research usually takes place in artificial laboratory-like conditions that may not reflect real life situations.
For instance, a qualitative case study involves making observations of the actual situation, whereas a quantitative questionnaire or survey elicits the views of the respondents outside the actual work settings, and require a high degree of validity for acceptance.
In business research, both qualitative and quantitative research has its relevance, and finds application simultaneously. Qualitative research either precedes quantitative research and establishes a hypothesis for validation through a quantitative study, or follows quantitative research to make the quantitative data clear and powerful.
Qualitative research is explorative or investigative in nature, and its findings are not applicable across the universe. For instance, if a qualitative case study on a store finds that 75 percent of customers are repeat customers, applying the same across all stores requires formulating a hypothesis that says likewise, and undertaking a quantitative study to validate the hypothesis using tools such as questionnaires and a random sample of customers across different stores.
This is a fallacy. A good business research needs to collect both qualitative and quantitative data to gain a proper and in-depth understanding of the subject of research. Consider a hypothetical study on making improvements in the floor design of a supermarket. This might first require qualitative tools such as deploying focus groupscase studies and observations to determine how customers go around looking for items, congestion at the billing tills at various times, and other characteristic features.
Such data by itself might not be of much use, unless substantiated with quantitative information that seeks the extent of customer satisfaction or annoyance with the store layout and waiting times, comparisons on waiting time at billing tills during peak hours at other stores, and so on.
Both qualitative and quantitative methods are indispensible in business research, and one method usually supports and props up the other. A good business research design incorporates the use of both these methods as required.The Simon Business School is one of the world's top graduate business institutions, offering premier MBA, Executive MBA, MS and PhD programs.
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Research Design: Qualitative, Quantitative, and Mixed Methods Approaches [John W. Creswell, J. David Creswell] on leslutinsduphoenix.com *FREE* shipping on qualifying offers.
This bestselling text pioneered the comparison of qualitative, quantitative, and mixed methods research . Quantitative methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques.
Quantitative research focuses on gathering. Definition of quantitative research: The use of sampling techniques (such as consumer surveys) whose findings may be expressed numerically, and are amenable to mathematical manipulation enabling the researcher to estimate future events. Applied Business Research [Robert Cavana, Brian L.
Delahaye, Uma Sekaran] on leslutinsduphoenix.com *FREE* shipping on qualifying offers. Quantitative marketing research is the application of quantitative research techniques to the field of marketing.
It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying agreement on the "four Ps" of marketing: Product, Price, Place (location) and Promotion.