Concept Paper

Abstract

The Quantitative approach is differentiated by its emphasis on structured, pre-planned design and a categorization of possible research outcomes. It focuses on numbers: events are counted, classified and interpreted through statistical models and tools. Options are discrete, and results are directly comparable to similarly conducted analyses. The numerical representations of behavioral data lead to a standard methodology of accepting and rejecting hypotheses and proposed correlations. Qualitative research, however, offers a far less objective analysis of context. In essence, it may be termed a 'descriptive' perspective—areas of interest are highlighted, but a study focusing on them is not prepared as definitively to work towards a specified question from the very start. Qualitative study has been criticized for the rigid objectivity it sacrifices, but the greater depth of analysis and contextual relevance it provides are often the distinct requirements of certain research topics.

Introduction4

Discussion4

Analyzing Qualitative and Quantitative Research4

Contrast between Qualitative and Quantitative Research5

Measurement5

Flexibility of research design6

Procedure of data collection7

Detailed information about real social life7

Level of measurement8

Conclusion9

References10



Concept Paper

Introduction

Valid results in market research are achieved not so much by the choice of method employed, but by how well they are used. Market research is a business activity that discovers information of use in making marketing decisions. There are two main types of research methods. Quantitative research focuses on obtaining data that can be represented numerically and analyzed statistically. However, qualitative research is research aimed at collecting deep and detailed information about the attitudes and feelings that bring about the behaviors that qualitative research identifies.

It has been determined that in the past, market researchers have been counting mainly on quantitative research. Both market research methods, if used well, can contribute to marketing by providing valuable information to market researchers. The similarities and differences of each market research approach will be closely examined through journal articles and numerous books.

Discussion

Analyzing Qualitative and Quantitative Research

Qualitative methodologies will describe, interpret, question, identify trends and qualitatively compare the effectiveness of treatments, the impact of conditions, the applications of particular psychological models, etc. However, qualitative research is largely unconcerned with proving or disproving speculated relationships, and even when it seeks to argue a point, it does so through logical, narrative debate which is still, ultimately, a matter of personal judgment.

Quantitative research is particularly interested in analyzing and modeling hypothetical relationships between variables, to demonstrate how these might be manipulated and the knowledge gained preferably used to advantage.

Contrast between Qualitative and Quantitative Research

The main difference between quantitative and qualitative research is their method of selecting samples. First, quantitative research is a scientific method using probability sampling while qualitative research is non-probability sampling method. Quantitative sampling is random selection which means every member of population has equal chance of being selected. It emphasizes on selecting a large size of samples for generating and ensuring the representativeness of the characteristic of population. In contrast, qualitative research sampling is non random selection where which means every population of being selected has unknown chance (Nancy,2009). It concerns on selecting specific and small sizes of sample ...