Pros and Cons of Qualitative vs. Quantitative Research

In: Business and Management

Submitted By Kota
Words 549
Pages 3
Pros and cons of quantitative and qualitative market research

Marketing for Managers

Pros and cons of quantitative and qualitative market research
Qualitative marketing research is used instead of quantitative sometimes because the consumers’ actions do not always match the answers they give in the market survey. Qualitative market researches are not structured in their measurement, which promotes a wide variety of responses. The surveys are only limited by the creativity of the marketing researcher (Kotler & Keller, 2012).
The flexibility that qualitative research allows, both researchers in their questions and the consumers in their responses, this form of research can be useful in the beginning process exploring consumers’ brand and product perceptions. A skilled interviewer in an unstructured, free flowing format that the topic of discussion guide is loosely followed. Since qualitative research is more indirect than quantitative research the people answering the questions may feel more open and make more known about their selves during the research process (Kotler & Keller, 2012).
Some of the pros and cons of qualitative market research are open ended and dynamic. The con to this is that responses are not measured or are they statistically representative. Another pro to this type of research is that it taps into the consumers’ creativity. On the other hand, this cannot be repeated as easily with exactly replicable and thus comparable results as quantitative research. Another pro would be smaller sample size, which leads to faster and less costly projects. The con to this is that smaller sample sometimes necessitates follow up larger quantitative sample for more controversial marketing decisions. Last, qualitative market research can penetrate rationalized and superficial responses. The con to this is that the quality of the research is…...

Similar Documents

Qualitative vs. Quantitative

...Qualitative vs. Quantitative Analysis When research is being conducted you must gather data. “Data are the facts and figures collected, analyzed, and summarized for presentation and interpretation” (Anderson, Sweeney & Williams, 2005, 5.) You must differentiate the type of data before you can analyze it. “There are basically two ways to go about an analysis, qualitative analysis and quantitative analysis” ("Difference between qualitative," 2011). “You can use both qualitative and quantitative reports to track the work performance of individuals, business units and your workforce as a whole” (Ciaran, John). Each type of data has its own advantages and many times analyzers use a combination of both types of data to make decisions. Qualitative and quantitative data are important to gather because they provide different outcomes. These are often used together when analyzing in order to get a full picture of a population. Qualitative data is either on the “nominal or ordinal scale of measurement and may be nonnumeric or numeric” (Anderson, Sweeney & Williams, 2005, 7.). This type of data focuses on interpreting raw data. This type of data is also known as “categorical” data. Qualitative data can be used to evaluate investments or other business opportunities. This type of data can also assist when it comes to decision making. Some believe qualitative analysis is “the foundation of a broad array of investment and financial decision-making methods” ("Qualitative......

Words: 2475 - Pages: 10

Quantitative vs Qualitative

...In this Discussion board I will discuss the differences between quantitative and qualitative research. You will be given the difference between a hypothesis and a null hypothesis, as well as the research method that uses the uses a hypothesis. I will explain the key elements needed to develop a well written set of hypotheses. You will be able to identify what I believe are the key elements of a well written set of hypotheses and research question. A definition of the term research question will be given. Do know the major differences between qualitative and quantitative research? After reading my post you will have a better understanding. Quantitative researchers seek to “explain the causes of changes in social facts, primarily through objective measurement and quantitative analysis” (Firestone, 1987, p. 16). Quantitative researchers use numbers to study the phenomenon or occurrence. A hypothesis is a tentative explanation based on theory to predict a casual relationship between variables (Course Materials, 2013). Whatever the hypothesis is predicting, the null hypothesis is proving the complete opposite. In my opinion a well-written hypothesis must contain key elements. First a hypothesis has to be developed. At development, research must be carried out. The research results will prove or disprove the hypothesis. However, to show that your data was not produced by random chance, the results of the hypothesis must be compared to the opposite of what is trying to be......

Words: 580 - Pages: 3

Qualitative and Quantitative Research

...Qualitative and Quantitative Research- Module 2 DQ 1 Quantitative research is a process in which data is gathered systematically, analyzed and reported in numerical and statistical values in an attempt to explain what has been observed or hypothesis. The researcher is clearly aware of the specific information being sought prior to the initiation of the study and a data collection adheres to a specific, rigid framework. This system of research uses large groups for data collection and utilizes questionnaires, experimentation or other tools for this purpose depending on the subject being studied. This type of research is more accurate in the absence of variables with statistical outliers frequently discarded. The advantage of quantitative research is precise measurements from a large data bank. Data can be collected from many participants in a short amount of time and collated. A disadvantage to this that questionnaires for this type of research are often closed with only a few answer options from which to choose. Qualitative research is focused on subjective information. The interviewer is the primary tool for information collection however data can also be collected with other methods such as observation and questionnaires with open ended questions. This type of research utilizes a smaller population than that of quantitative research and can include focus groups as well as 1:1 interviews. The information obtained in this type of research often addresses the why...

Words: 493 - Pages: 2

Qualitative vs. Quantitative Risk Assessment

...Qualitative vs. Quantitative Risk Assessment U.S. Industries, Inc. has just won a contract with the U.S. Government to expand an existing network. U.S. Industries has never traded with the U.S. Government at this level before, thus we must gain an understanding of the qualitative and quantitative risks surrounding this project. We must also look at Operations, Audit, Compliance, Budgeting and the many other facets of business that we may be able to map out all of the components used to assign a proper risk rating to this project. Quantitative risk assessment begins when we have the ability to apply a dollar amount to a specific risk. If the project was to be finished a month early there would not be a risk because the company would save money, however at what cost? Projects that are done early usually go wrong. If the project is completed on time but not with the required security measures the company would not be in compliance with PCI DSS. By completing the project a month early using the mandatory security requirements there is no risk. Qualitative risk assessment comes into play in a different form. There are additional factors and threat vectors into our contract. We now find out that the database that once held only 1,000 records is now going to hold a range of 100,000 records to 1,000,000 records, as well as the new knowledge that multiple groups within the organization will be accessing and modifying the database daily. We have also been informed that we......

Words: 851 - Pages: 4

The Difference Between Quantitative Research and Qualitative Research

...The difference between Quantitative Research and Qualitative Research Quantitative Research is based on the quantitative measurements of some characteristics. It is applicable to phenomena that can be measures in terms of quantities. Early forms of research originated in the natural sciences such as biology, chemistry, physics, geology etc and is concerned with investigating things that could be observed and measured. Such observations and measurements can be made objectively and repeated by other researchers. This type of research tells us how often or how many people behave in a certain way. Quantitative Research is a more logical and detailed approach which provides a measure of what people think from a statistical and numerical point of view. It can gather a large amount of data that can be easily organised and manipulated into reports for analysis. Qualitative Research on the other hand is concerned with qualitative phenomena i.e. phenomena relating to or involving quality or kind. It is especially important in the behavioural sciences like psychology, sociology, anthropology etc where the aim is to discover the underlying motives of human behaviour. This type of research aims at discovering the underlying motives and desires. Qualitative research attempts to increase our understanding of why things are the way they are in our social world and why people act the way they do. Its aim is to help us understand the world in which we live and why things are the way......

Words: 308 - Pages: 2

Quantitative and Qualitative Research Methods Paper

...head: QUANTITATIVE AND QUALITATIVE RESEARCH METHODS PAPER Quantitative and Qualitative Research Methods Paper Obbie Brown University: Course: Tutor: Date: Appropriate Academic Research An appropriate academic research can be defined as the research and the experimental developments which comprise creative works which are conducted on a systematic basis with an aim of increasing the pool of an individual’s or a group’s knowledge. The knowledge could include the in-depth knowledge of mankind, culture and the society. The stock of knowledge is then used to devise alternative solutions to the existing problems (Brew & Lucas, 2009). Quantitative Research Quantitative form of research is predetermined and involves a large number of respondents. It involves objective measurements which are both quantitative and are statistically valid. Quantitative research entails hard and objective data. Quantitative research seeks to quantify data and generalize the results from the predetermined sample to the target population. It also aims at measuring the incidence of various views and opinions in a given sample (Balnaves & Caputi, 2001). Qualitative Research Qualitative research involves the collection, analysis and interpretation of data through the application of the observatory techniques as well as listening to peoples’ opinions. While quantitative research entails the counts and measures of phenomena, the qualitative research......

Words: 1081 - Pages: 5

Integrating Qualitative and Quantitative Approaches to Research

...Integrating Qualitative and Quantitative Approaches to Research Independientemente del paradigma de investigación, la calidad de las preguntas manejan los métodos de investigación. Como supuestos iniciales se plantea que las aproximaciones cualitativa y cuantitativa no están separadas y discretas, sino más bien son una aproximación conjunta continua. Se debe diferenciar metodología mixta de métodos mixtos, donde la integración de las aproximaciones se da en todas las etapas del estudio de investigación. Se considera una aproximación mixta ya que se pueden plantear dos tipos de preguntas de investigación, se tienen dos tipos de procedimiento de muestro (probabilístico y deliberado), dos tipos de procedimientos para la recolección de datos (grupos focales y encuestas), dos tipos de datos (numérico y de texto), dos tipos de análisis de datos (estadístico y temático) y dos tipos de conclusiones. Las razones para el uso de métodos mixtos se pueden clasificar según su propósito: (a) ganar complementariedad acerca del mismo fenómeno o relación, (b) integridad con el fin de asegurar un cuadro completo del fenómeno, (c) de desarrollo si las preguntas emergen de un secuenciamento (hipótesis previa a ser probada en la próxima), (d) expansión del entendimiento obtenido, (e) confirmación para valorar la credibilidad de las inferencias (preguntas exploratorias y explicativas), (f) compensar la debilidad de un aproximación por medio de la otra, y (g) para obtener diversidad respecto al......

Words: 1401 - Pages: 6

Comparing the Use of Qualitative and Quantitative Research in Marketing

...Running Head: IMC 612 Qualitative vs. Quantitative Research 1 Comparing the Use of Qualitative and Quantitative Research in Marketing IMC 612 Qualitative vs. Quantitative Research 2 Qualitative vs. Quantitative Though qualitative and quantitative researches differ in their methodologies and philosophies, they both contribute to an overall research plan, and act to uncover the motives and feelings of the consumer. At their very essence the two types of research employ different reasoning and as such, each method has its own fair share of detractors and supporters. The truth of the matter is that despite their inherent differences, qualitative and quantitative research methods are complimentary in many ways and can be used in conjunction with each other (Colorado State University, n.d.). When combined, the two methods of research can give a more detailed picture of the consumer’s wants and needs. “Gathering vital evidence by conducting thorough and well-considered research can benefit businesses of all sizes” (Frost, 2012). Qualitative research by its very nature makes use of inductive reasoning (Colorado State University, n.d.). In inductive reasoning, the researcher begins with specific observations and measures, begins to detect patterns, formulates a tentative hypothesis based on those......

Words: 1285 - Pages: 6

Quantitative vs. Qualitative

...Qualitative vs. Quantitative Research Methods There are a number of observational methods when conducting research. Generally, they are split into either qualitative or quantitative methods. Qualitative methods collect data in which the data cannot be quantified. Quantitative methods collect data which is then statistically analyzed. Each method each has its own advantages and disadvantages. As Cozby (2009) indicates, qualitative research focuses on behavior in natural settings. Sample sizes are smaller however, more in-depth information is gathered (Cozby, 2009). This information, or data, is then interpreted by researchers (Cozby, 2009). As listed in Table 1, naturalistic observation or field observation is a type of qualitative research. Conversely, quantitative research focuses on “specific behaviors that can be easily quantified,” (Cozby, 2009). Numerical values are assigned to the responses in data collection, and as such can be represented in a statistical analysis (Cozby, 2009). Empirical research is considered quantitative research. Two examples of quantitative methods to study giftedness include case study method and sampling method. For example, a perceived gifted child could be identified and observed at several developmental points in his or her life. In this way, data on all behaviors and actions that supersede normal expectations could be noted and recorded. A good example of a qualitative method for studying giftedness is psychobiography......

Words: 984 - Pages: 4

Qualitative vs Quantitative

...Qualitative Versus Quantitative Research Methods Martin Berkshire Indiana Tech Abstract This paper will discuss the varying thoughts of utilizing a qualitative approach to research versus a quantitative approach. It will look at scenarios from different aspects of the business world and compare the use of both approaches. Not all of the articles feel the same way about the research methods. Tauber (1987), is very clear on his take that qualitative research should be able to stand alone from quantitative research. While Carlson and Gold (2008), suggest that combining the two forms of research can lead to superior results. Qualitative Versus Quantitative Research Methods There are many types of definitions for the term Qualitative Data, according to Anderson, Sweeney, Williams (2008) “qualitative data is considered labels or names used to identify an attribute of each element.”(18) They go on to say that qualitative data can be either nonnumeric or numeric in nature and can use either the nominal or ordinal scale of measurement. The site BusinessDictionary.com defines qualitative data as “data that approximates or characterizes but does not measure the attributes, characteristics, properties, etc., of a thing or phenomenon. Qualitative data describes whereas quantitative data defines.” While the definitions of qualitative data vary, the definition of quantitative data remains fairly consistent. Quantitative data is defined as “numeric values that indicate...

Words: 1535 - Pages: 7

Qualitative vs Quantitative

...* Qualitative approaches have been fully accepted in market research for several decades, proving their value in guiding the development of new products and services, in testing the communication of advertising, in exploring the meaning of consumer vocabulary, in gaining understanding of consumer motivation, etc. (Bailey, 2014) * Quantitative research is a means for testing objective theories by examining the relationship among variables (Polit and Hungler 2013; Moxham 2012). A variable is a factor that can be controlled or changed in an experiment (Wong 2014 p125). The word quantitative implies quantity or amounts. Information collected in the course of the study is in a quantified or numeric form (White and Millar 2014). This is referred to as statistical evidence (White and Millar 2014). * I would prefer to use a quantitative means of research due to the facts that support the research you are doing. The supporting facts help to validate the research you are doing. Polit, D.F. and Hungler, B.P. 2013. Essentials of Nursing Research: Methods, Appraisal, and Utilization (8th Edition ed.). Philadelphia: Wolters Kluwer/Lippincott Williams and Wilkins Wong, G. 2014. Research Questions. In V. Wright-St Clair, D. Reid, S. Shaw and J. Ramsbotham (Eds.), Evidence-based Health Practice. South Melbourne: Oxford University Press. White, L. and Millar, R.B. 2014. Quantitative Approaches. In V. Wright-St Clair, D. Reid, S. Shaw and J. Ramsbotham (Eds.), Evidencebased Health......

Words: 257 - Pages: 2

Quantitative and Qualitative

...Quantitative and Qualitative Quantitative and Qualitative Research The purpose of this paper is a comprehensive comparison of quantitative vs. qualitative research techniques for MBA 5210 Business Statistics. The paper will weigh the relative merits and demerits of each providing interpretation of the potential applications of qualitative and quantitative research to various fields of study as per the requirements of the paper. Qualitative and Quantitative Overview Researchers have long debated the relative merits quantitative vs. qualitative research techniques have to offer field researchers. It is important that one understand the implications of each in order to weigh the relative importance and relevance of each to the field. Qualitative and quantitative methods have a long history of providing researchers with information regarding specific events, phenomena and subjects. The primary difference between the two forms of investigation is the methods each employs to uncover the ‘reality’ behind a given situation. These separate realities are explored below. Benz & Newman (1998) suggest that qualitative and quantitative research methods align in a continuum. Qualitative research derives its foundation in naturalistic philosophy, whereas quantitative research focuses on positivistic philosophy (Benz & Newman, 1998). Qualitative research is more likely to adopt an individual phenomenological perspective, whereas quantitative approaches tend to......

Words: 1860 - Pages: 8

Quantitative Versus Qualitative Research Study

...Quantitative versus Qualitative Research Study Student’s name Institutional affiliation A qualitative research study is often referred to as an explanatory study. It's used allows the research gain insights on a particular problem. It gives the researcher an understanding of the underlying reasons, opinions and motivation about the problem. Data collection methods include the use of focus group, interviews and observation. Quantitative research, on the other hand, aims at generating numerical data about a problem and then transforms the data into useable statistics.It uses measurable data collected through surveys, telephone interviews, and online polls to come up with facts and unearth patterns in research (Hale & Napier, 2013 p.15). Research study "Stigma: the feelings and experiences of 46 people with mental illness" took a qualitative approach. For the research, the approach was right because the researcher aimed at describing the relationship between stigma and mental illness (Dinos, 2014, p. 176-181). The approach will help the research get opinions from the focus group and hence be able to establish whether there is a relationship. Moreover, the approach is correct since it will help the researcher generate a theory about stigma and mental illness. The research “What Causes Civil Wars?” has utilized the use of quantitative analysis (Dixon, 2009, p. 707-735). For the researcher to establish what causes war he/she needs to establish the many reasons of war and......

Words: 360 - Pages: 2

Qualitative & Quantitative Research Designs

...QUALITATIVE AND QUANTITIVE RESEARCH DESIGNS. The qualitative analysis of an investment can include the company's business practices and ownership structure, management and incentive programs, research and development, products and services, competitive strengths and weaknesses, capital intensity, and accounting policies while the quantitative research on the other hand is conclusive in its use, as it tries to quantify a problem and understand how prevalent it is by looking for projectable results to a larger population. Why use quantitative research designs over qualitative research designs In the case of a new business, the aim of carrying out the research is to understand the consumers and market structure in relation to whether the business will actually be able to survive in the given area. Taking this into consideration, it will be advisable to make use of quantitative research designs over qualitative as; * It provides a measure of how many people think, feel or behave in a certain way in relation to the services or goods being provided by the company and statistical analysis is then used to determine the results. * This can aid in being aware of how many of the customers support a change in the company line, in terms of their product or services and if they support it so as to determine whether a business case for making the change should be put in place. * This would also analyze why the customers behave as they do and what barriers to the business......

Words: 428 - Pages: 2

Diesel Pros vs Cons

...and construction in China and the U.S. Diesel fuel has a higher energy density than gasoline. This, combined with the improved efficiency of diesel engines, explains why diesel engines get better mileage than gasoline engines. Diesel fuel is used to power a wide variety of vehicles and operations. It of course fuels the diesel trucks lumbering down the highway, but it also helps moves boats, school buses, city buses, trains, cranes, farming equipment and various emergency response vehicles and power generators. About 94 percent of freight—whether it’s shipped in trucks, trains or boats—relys on diesel. In terms of the environment, diesel has some pros and cons. The pros—diesel emits very small amounts of carbon monoxide, hydrocarbons and carbon dioxide, emissions that lead to global warming. The cons—high amounts of nitrogen compounds and particulate matter are released...

Words: 665 - Pages: 3

Telegram | Business to Business | Underemployed Serie TV Streaming Download