Quantitative vs Qualitative Research - 1731 Words

Introduction Marketing research has developed enormously in Ireland since the early 1960’s, which was the founding period of the first indigenous market research agencies – _Irish Marketing Surveys and Market Research Bureau of _Ireland. Now the market includes a range of companies operating as all-purpose, generalist market research agencies using both qualitative and quantitative research techniques (Domegan and Fleming, 2007). {text:list-item} Quantitative research is objective; qualitative research is subjective. Quantitative research seeks explanatory laws; qualitative research aims at in-depth description. Qualitative {text:list-item} Denzin Lincoln (2003) concur, focusing on the attributes of the†¦show more content†¦direct questioning’ (2001: _202). Again Malhotra (1996), Alvesson Deetz (2000), Chisnall (2001), Denzin Lincoln (2003) and Domegan and Fleming (2007) all agree that this type of technique delves below surface respo nses to obtain true feelings, unlock attitudes or subconscious motivations and that the purpose of the research must be disguised. Whereas there are many variations on the different types of techniques, Domegan and Fleming (2007) view the most commonly used types as: {text:list-item} {text:list-item} Domegan and Fleming (2007), define observational research as: _‘...refers to methods of generating data which involve the researcher immersing himself in a research setting, and systematically observing dimensions of that setting, interactions, relationships, actions events and so on, without communication’ (2007: 224)._ Denzin Lincoln (2003) agree and suggest that observations can be split into structured or unstructured, direct or indirect or, natural or contrived. Domegan and Fleming (2007) concur, but further add two more types, namely open or disguised and human or mechanical. While Chisnell (2001) does not suggest and drawbacks to observations, Bailey, Bemrose et al (1995) highlight the problems in consistency with this technique. Domegan and Fleming (2007), Denzin Lincoln (2003) and Malhotra (1996) all support the statement that the greatest advantage of observation is that it permits measurement of actualShow MoreRelatedQualitative vs. Quantitative Research742 Words   |  3 Pagesï » ¿ Quantitative vs. Qualitative Introduction Qualitative research is designed in general to try and understand and interpret social interactions, according to Xavier University. Quantitative research, on the other hand, is used to test hypothesis, to examine cause and effect, and to make predictions (Xavier). Qualitative research is used to identify patters, themes and certain features while quantitative research tends towards identifying statistical relationships (Xavier). As to the role ofRead MoreQuantitative Research Vs. Qualitative Research704 Words   |  3 PagesWithin research there are two categories of ways in which you can conduct your study and present you findings. A researcher can either use qualitative research or quantitative research. Qualitative research is more descriptive and narrative in nature than quantitative and uses words and classifications to tell about a situation or subject. Conversely, quantitative research is more concerned with numbers and statistics found. Many different types of research ques tions can be answered by quantitativeRead MoreQuantitative Research Vs. Qualitative Research1152 Words   |  5 Pagesmodules called research skill, it is required to do research about the topic which is chosen by student’s interests. In this module, it is aimed to learn how to take place the effective research to help student’s academic performance and knowledge. There are two types of things which are required to do, one is interview and the other is questionnaire. When it comes to start the research, there are two types of research, one is qualitative research and the other is quantitative research. Although qualitativeRead MoreQuantitative vs Qualitative Research Design Essay1657 Words   |  7 PagesThe foundational difference between the two methodologies of quantitative and qualitative research is that they stem from differing ideas on the nature of ‘reality’. Whereas the quantitative concept of reality is an objective one proven to be true by empirical evidence, qualitative’s concept of ‘reality’ is based on personal perception. Qualitative methodology suggests that as ways of perceiving the would are unique that reality itself is subjective (Alston Bowles, 2012, pp. 12-16). In other wordsRead MoreQualitative vs. Quantitative Research Essay2291 Words   |  10 PagesQualitative and quantitative research methods take different approaches to gathering and analysing information. Whether it is a qualitati ve or quantitative study, the research study begins with a question or series of questions. Both use rigorously designed studies to get the most accurate, detailed and complete results. Qualitative studies common methods are interviews, surveys and observation. A qualitative study aims to provide a detailed description of the study results, often using picturesRead MoreQuantitative Vs. Qualitative : A Comparative Analysis Of Research Methods Essay1606 Words   |  7 PagesQuantitative vs. Qualitative: A Comparative Analysis of Research Methods Engaging in a research project can be a frightening and intimidating task for anyone. However, Polansky and Waller (2015) provide a six-step process that is designed to simplify the research process by alleviating anxiety and ensuring that the researcher is able to complete the project in a timely manner. The first step is defining the problem so that it is clearly understood. Once there is clarity on what needs to be doneRead MoreQuantitative vs Qualitative Research on which is Better1830 Words   |  7 PagesThere has always been a discussion as to which method of study was better: quantitative, or qualitative. The quantitative approach focuses more on quantifying data and generalizing results from a sample to a population of interest. The use of quantitative methods is used for general features of a population and to measure the incidence of various views and opinions in a chosen sample. Qualitative methods are used to gain an understanding of underlying reasons and motivations. This type of methodRead MoreThe Learning Goals For A Professional Nurse987 Words   |  4 Pagesimprove my standing as a professional nurse. The first learning goal of this course is understanding the research process. This will be covered in module four of the course. The basic understanding of the framework of the research process is an important first step in deciphering the verbosity of research studies. Individuals attempting to research a problem and those reading and studying the research data must be able to determine the primary goal of the study to determine its relevance to the situationRead MoreQuantitative Research : The Purpose Of Nursing Research845 Words   |  4 Pagesoverall purpose of nursing research is to answer questions or solve problems of significance to the nursing profession. The specific purpose of nursing research includes identification, explanation, investigation, clarification, prediction, and control (Polit Beck, 2017). Inside each purpose, numer ous types of questions are focused by nurse researchers; specific inquiries are more responsive to qualitative than to quantitative analysis and vice versa. Many qualitative studies concentrate on phenomenaRead MoreUnderstanding The Processes Of Gathering Evidence And Decision Making930 Words   |  4 Pagesprocess of breaking down clinical-based questions to create an answerable question. A breakdown of this scenario into a PICO-styled question may appear as: Population Smokers who want to stop smoking Intervention Pharmacotherapy vs. alternative health therapy Single therapy vs. quit program (e.g. Quitline) Control Willpower â€Å"cold turkey† (placebo in controlled trials) Outcome Long-term smoking cessation, other characteristics? Using a common question structure and a PICO breakdown, answerable questions