RESEARCH PROJECT

Research Project

Research Project

Introduction

Quantitative or Qualitative Research

If one requires an insight of the customers' satisfaction level, the most appropriate research approach is quantitative, in which the customers will be given questionnaires. To investigate the issues, phenomena and problems the quantitative research employs scientific methodologies. They use an objective mannerism which increases the consistency of data and reduces biases. It gives an answer to the questions and simultaneously finds and understands new information in a natural environment. Such a manner tries understanding all the aspects of individual's attitudes, behaviours and experiences. In order to answer the questions of research, the approach is dependent on four strategies of data collection that is analysis, interviews, observation and participation.

The said quantitative research method depicts numerals. It entails the use of a variety of tools for instance questionnaires and surveys. With the help of questionnaires, researchers are able to collect quantitative information. Quantitative methodology allows the researcher to evaluate the data in both digital and scientific forms. Such quantitative methods, nature-wise, are descriptive. It is also inclusive of different surveys and experiments (John, 2003). Sanchez (2006) suggests a good way of distinguishing between the two is by focusing on the concept of numeric or non-numeric data. Podsakoff, MacKenzie, Lee and Podsakoff (2003) also insinuate this by suggesting data techniques for the quantitative approach are considered to be qualitative methods and data condensers in contrast and can be understood best as data enhancers. Additionally, Kumar (2007) defines quantitative research to be quantifiable data measurable, reliable, and hard.

Quantitative research may be either of the following:

Analysis of Statistical Data

Laboratory Tests

Structured Interviews

Structured Questionnaires

Quantitative and qualitative methods are the most widely used approaches for making educated scientific decisions (Neuman, 2005; Polit & Beck, 2005). The difference between qualitative and quantitative research is their approach towards identifying the problems of research and literature reviews. These dual approaches use different strategies for the specification of data collection, purpose, reporting, evaluating research and data analysis (Burns & Grove, 2005; Hudacek, 2008, pp. 124-129; Polit & Beck, 2005). In the identification of a research problem, Creswell (2005) stated that its' exploratory for qualitative research but explanatory and descriptive for quantitative. Qualitative research is responsible for exploring the given phenomenon so as to furnish a better understanding as well as an enhanced knowledge (Hudacek, 2008, 124-129). Such questions are commonly open with less number of subjects. In such methods, the researcher is dependent on the participants' experiences or observations (Hudacek, 2008, 124-129). According to Creswell (2005) stated analysis through statistics and data in numbers, act as the foundation for quantitative research. Questions are meant to be focused and involve lots of participants (Hudacek, 2008, pp. 124-129). These statistics aid the researchers in recognizing the patterns and ultimately finding means of explaining the relationships of the element studied with the subjects, or vice versa.

It can be summarized as both qualitative and quantitative approaches prove to be beneficial for the exploration and explanation of significant problems within a variety of disciplines (Hudacek, 2008, ...