The Nature of the Research on Education Pattern and Technique - Term Paper Example

• Term Paper Outline

Major: ___________________

Research Question: What is meant by Qualitative and Quantitative Marketing Research and how can they be identified in practical context?

Aim: The aim of this paper is to have a brief idea about qualitative and quantitative marketing research techniques that are commonly used in business firms

Type of Focus: Marketing Research

Introduction: Marketing research is a problem solving process through which specific marketing related issues of a business firm can be resolved by the marketing experts. There is a particular process to conduct marketing research that begins with designing the structure of the research technique. Subsequently, the process includes gathering, reporting and analyzing of valid information, which delivers the base of research in order to reach a conclusive point. To be noted in this regard, data collection is the key element of a research process. According to the data collection process, marketing research can be divided into two distinct categories. They are known as qualitative and quantitative approaches (Burns & Bush, 2007).

Discussion: The qualitative and quantitative approaches of marketing research have a vast difference ranging from their characteristics to their application in businesses. Qualitative research fundamentally deals with the understanding of a phenomenon in producing the desired findings without applying statistical or numerical data. On the other hand, quantitative approach deals with prediction, generalization and other findings based on statistics and numerical findings. There is no ideal or accurate approach to resolve marketing problems though. The uses of these two approaches also depend on the need of business organizations in mitigating their specific research problems (Tuli, 2011). For instance, a qualitative approach is used when the objective of the business is to measure the reactions or the feedback of a limited sample size. However, when the sample size is huge, with a need of quantitative measure with the help of scores, standards and scales, it becomes important to use the quantitative research approach (Foolproof, 2015).

• Characteristics
  • Type of Data Processing
    • Supporting details and examples

Qualitative data processes the information, which is descriptive in nature. While collecting data, the focus is on the respondent’s answers and actions depicted in the form of words in order to extract valuable outcomes. In the case of quantitative research, the data is collected in a way that they become valid for numerical assessment. The responses of each individual are quantifiable in order to be represented in a précised format as well (Burns & Bush, 2007). For example, a research for customer satisfaction will comprise of qualitative data whereas the profitability forecast of a product will depend on quantitative information.

• • • Response to the evidence

Data collection forms a vital aspect in the process of conducting a research. There are different reasons for which a research study is conducted. Accordingly, the approach of data processing technique is adopted. Qualitative data provides information on a wider aspect in contrast to quantitative approach that revolves around narrowing down the information into basic level.

• • Nature of the Researcher
    • Supporting details and examples

In case of qualitative research, the researchers intend to explore and analyze the beliefs, perspectives and the contexts of the respondent’s answers. The answers provided are in words that can be interpreted according to different aspects. On the other hand, the researchers of quantitative research acquire data in a format that there is no scope of interpretation from another aspect. The data has to be worked out in a standardized format as well (Western Oregon University, n.d.). For example, the research on education pattern and technique will be based on personal interpretation of data while a study of sports related issue will consider the quantitative aspects in concern.

• • • Response to the evidence

The nature of the research may vary substantially in conducting the two types of researches, having the key area of difference as the type of interpretation and the related standards.

• Method
  • Number of Respondents Interviewed
    • Supporting details and examples

The number of respondents in the case of qualitative research is relatively small, as the interview process is conducted with a limited sample size. In comparison, a quantitative research has to have a large number of respondents, so that the study can be validated and ensured as successful (Burns & Bush, 2007). For example, a study on the effects of smart boards in the higher education classes will involve lesser number of respondents, as compared to the study of smart board distribution in the local market.

• • • Response to the evidence

A study is always effective when there is a large base of information available to the researcher. However, there are several reasons of limiting the number of respondents in the case of qualitative research that includes the variety of responses obtained, time required and the complexity of analyzing those data.

• • Relating the Data to Some Standards
    • Supporting details and examples

In the case of qualitative research, the data acquired from different sources are not generally linked with a specific standard often pre-determined before the analysis. Whereas, while implementing quantitative research, it has to be linked with certain standards and scales so that it depicts valuable information for future use in the decision making process (Foolproof, 2015). For example, a customer satisfaction survey does not generally tend to take past information to perform the research, whereas for demand forecasting of a particular product, some standards and scales has to be applied.

• • • Response to the evidence

It is not always important to have set standards for conducting the research, especially when the responses are not related to historical data. This is the reason of not using the standards and scales to perform a qualitative research, unlike the quantitative approach.

• Application
  • Answers to questions
    • Supporting details and examples

Qualitative research answers questions of descriptive nature. The ‘what’, ‘how’ and ‘why’ questions are generally answered by means of qualitative research, which provides the required knowledge to the reader to identify the in-depth reasons of a particular happening. In contrast to the qualitative research, quantitative research answers questions which are in specific terms. The questions related to amount, number and value are specifically the areas of quantitative research (Ritchie & Lewis, 2003). For example, the questions that will be answered on the effect of digital education will differ from the answers related to the reach of digital education.

• • • Response to the evidence

The formation of question also implies a vital facet in the process of a research. There are researches that are performed only to analyze the reasons and causes of some events, whereas some of them only analyze the numbers and figures to make corrective measures.

• • Purpose
    • Supporting details and examples

The purpose of qualitative research is to gather the information and meaning of certain aspects in order to develop or improve a process or understanding of a given topic. However, the purpose of quantitative research is not the same. It removes the biasness among data in numerical terms and generalizes them to be identified within the vast population (University of Southampton, n.d.). For example, the purpose of a research related to the quality of telecommunication network will be descriptive whereas the purpose of analyzing the user base of the telecommunication network will be quantitative.

• • • Response to the evidence

In both the cases of qualitative and quantitative researches, the purpose remains different. The ultimate purpose determines the research approach that is to be followed in the entire process.

Conclusion: The reason of research in marketing directs the process that is to be actually used. There are two broad heads of research, which includes the qualitative and quantitative approaches, which are however different from each other. The two approaches tend to answer different questions according to the need of the business firm. Apart from the difference in approach, the nature of researchers and the data collection technique also varies significantly when conducting marketing researches.