Business Research: Qualitative And Quantitative Methods - Essay Example

? Business research: qualitative and quantitative methods Table of contents 3 Introduction 3 2. Qualitative and quantitative methods in business research 4 2.1 Description and characteristics of qualitative and quantitative methods 4 2.2 How qualitative and quantitative methods can be involved in business research? 6 2.2.1 Criteria for choosing a qualitative or quantitative method in business research 6 2.2.2 Forms of qualitative and quantitative methods in business research 7 2.2.3 Requirements of qualitative and quantitative methods when are used in business research 8 2.2.4 Potential combination of qualitative and quantitative methods in business research 9 2.3 Problems when using qualitative and quantitative methods in business research 11 3. Conclusion and Recommendations 12 References 13 Abstract The use of qualitative and quantitative methods in business research is a common phenomenon. In fact, the above methods are considered as most appropriate for the particular type of research as they are already extensively tested in practice, at the level that these methods are widely used in research studies within various sectors. Still, it seems that problems related to these methods cannot be avoided; in the business sector also, as in other fields, the qualitative and quantitative methods may fail to achieve the targets set by the researcher. In this case, an alternative research method, such as ethnography, would be chosen. Despite their challenges, qualitative and quantitative methods remain quite popular in business research. The combination of these methods would be an effective strategy for controlling the risks involved. At this point, it would be required for the researcher to be skilled in order to be able to identify the research method most appropriate in a specific business research project. 1. Introduction Business research has been rather recent framework. In the context of this framework, current business activities are analyzed in order to identify those sectors that most influence the effectiveness of business operations. Such task is effectively developed using appropriate research techniques, either qualitative or quantitative. In other words, research methods can be used for increasing the effectiveness of business plans, either in the short or the long term. The decision of researcher on the methods used in business research is based on certain criteria: the scope of the research plan, i.e. its aims, the resources available, the use of these methods on similar plans, and the challenges that the chosen research method would have to face, meaning not just procedural challenges but also economic, i.e. the cost of the plan, and professional ones (as for example, the lack of researcher’s experience on certain aspects of the research method chosen and so on). At the same time, reference should be made to the following fact: both qualitative and quantitative methods are extensively used in academic research. This means that it would be rather easy to check the appropriateness of these methods for business research plans. In any case, the differences between qualitative and quantitative methods cannot be ignored: these methods differ in regard to a series of issues, as, for example, their terminology, their techniques for gathering data and for analyzing data and so on. Moreover, business research refers to specific business activities; this means that in the context of business research the accuracy of findings of a research plan can be critical, being able to influence the strategic choices of a particular organization. For this reason it is suggested that efforts are made so that qualitative and quantitative methods used in business research are adequately checked in advance as of their relevance to the research project involved. 2. Qualitative and quantitative methods in business research 2.1 Description and characteristics of qualitative and quantitative methods In order to understand the terms under which qualitative and quantitative methods could be used in business research, it would be necessary to identify the characteristics of these methods, as used in academic and business research worldwide. Miller and Dingwall (1997) note that ‘qualitative research involves the methodological study of socially organized settings’ (Miller and Dingwall 1997, p.3). Moreover Miller and Dingwall (1997) note that qualitative methods can have different forms, such as conversations, cases discussed in courts or, even discussions developed through the Internet. From another point of view, Klenke (2008) claims that qualitative methods are characterized by the following fact: the researcher studies the facts within his natural environment, meaning that proximity exists between the researcher and the participant. At this point, the qualitative research is differentiated from the quantitative one, where the distance between the researcher and the participants can be significant, as for instance, in the case of surveys conducted online. On the other hand, Hine and Carson (2007) explain that the use of a conventional qualitative method, such as the interviews, for exploring a critical business issue may not be adequate. In fact, as Hine and Carson (2007) note in the case of business research it is necessary that qualitative research methods are combined, both between them and with other research methods. According to Hine and Carson (2007) the most common combination of this use includes ‘focus groups, surveys, observation studies, ethnographies, content analysis and in-depth interviews’ (Hine and Carson 2007). Marschan-Piekkari and Welch (2004) refer to ethnography as a common qualitative method in business research. Marschan-Piekkari and Welch (2004) note that ethnography ‘highlights the connection between micro-practices and macro-structures’ (Marschan-Piekkari and Welch 2004, p.309). In other words, ethnography shows the potential interaction between the internal and the external organizational environment. It is not made clear though whether such connection has specific characteristics or not, i.e. which are its requirements, both in regard to the internal and the external business environment. In any case, ethnography should not be used alone in business research but it should be rather combined with other research methods, in order to ensure the validity of the assumptions made, as explained above. Quantitative methods are differentiated from qualitative ones, as described above. According to Curwin and Slater (2008) quantitative research ‘provides a framework for gathering statistics, testing new ideas and modeling problems’ (Curwin and Slater 2008, p.2). Furthermore, Curwin and Slater (2008) note that the gathering of statistics is often regarded as the most important aspect of quantitative research, an approach that is false. It is not explained however, how these aspects of quantitative research are linked, i.e. it is not made clear whether weaknesses or failures in regard to one of these aspects can affect a quantitative research project or whether they are aspects that can exist independently. Of course, it would be rather difficult to imagine a quantitative research project that does not include a graphical representation of results. 2.2 How qualitative and quantitative methods can be involved in business research? 2.2.1 Criteria for choosing a qualitative or quantitative method in business research Most commonly, the choice of a qualitative or quantitative method in business research is depended on the sources available. This means that the existence of documents or statistics related to a specific business activity can influence the process for choosing a business research method. Also, the potential number of participants who will support a business research study is critical for deciding the research method on which the particular study will be based. The above views are supported by the findings of the research developed by Bartlett, Kotrlik, and Higgins (2001). More specifically, according to Bartlett, Kotrlik, and Higgins (2001, p.43) ‘the inappropriate or inadequate sample size can negatively affect the quality of research’. It is not explained, however, whether the effectiveness of the size would be based on certain criteria or not, i.e. whether there are rules defining the inappropriateness of sample size, or whether this issue is judged only by the researcher. At the same time, Waters (2008) notes that when numerical data can be easily obtained in the context of business activities, it would be preferable to prefer the quantitative analysis instead of the qualitative one which would required more time, for gathering material, and more cost. In other words, the access to the sources required for the development of a research method and the time and cost involved are key criteria for the researcher to choose a research method in regard to a specific project. Moreover, Sweeney et al. (2009) note that in businesses, quantitative research is often more important, compared to qualitative research, since it can provide a statistical and graphical analysis of the findings, supporting more effectively the decisions of business manager on a critical business issue. The above view promotes the idea that the techniques used for the analysis and presentation of results, as differentiated between the qualitative and quantitative research can affect the decision of the business manager to choose a research method for exploring a particular business idea. 2.2.2 Forms of qualitative and quantitative methods in business research Interview, as related to many participants, is the most common form of qualitative method in business research. It is also possible for alternative qualitative methods to appear in business research, in accordance with the sources available and the conditions in the business environment. Referring specifically to qualitative research, Walle (2001) notes that interviews are extensively used as a qualitative research method. At the same time, Walle (2001) explains that other qualitative methods can be possibly employed in a research project in case that the economic burden is significant. Walle (2001) refers to focus groups, as a qualitative method used when it is aimed to keep the cost of the research project low. In business research, the quantitative research methods are not particularly differentiated, if compared to their forms in other fields, such as the academic research. In this context, in business research also, surveys are used extensively for investigating a critical business issue. Curvin and Slater (2008) note that two aspects of quantitative methods are critical for business research, as also in research within other fields: the gathering of data and the analysis of data. According to Curvin and Slater (2008) in quantitative research, the scientific approach is commonly used for the gathering and the interpretation of data, which have been gathered using a survey or other similar quantitative research tool. At the next level, Curvin and Slater (2008) notes that the scientific approach is divided into two major categories: the inductive approach, developing assumptions from specific to general, and the deductive approach, developing assumptions using logic and mathematics. On the other hand, Waters (2008) notes that the quantitative research can be also based on the review of statistical data that are available through the firm’s files or the Internet. In other words, survey is not the only research tool for gathering data in quantitative research, when used in business research. 2.2.3 Requirements of qualitative and quantitative methods when are used in business research Different requirements can be related to qualitative and quantitative methods when used in business research. Marschan-Piekkari and Welch (2004) refer to common requirements of qualitative methods in the context of business research. According to Marschan-Piekkari and Welch (2004), contextualization is of critical value when developing a study based on qualitative research, an issue which is made clear through the following example: a qualitative study based on interviews developed in Finland may not be welcomed by scientists and academics in England or USA. In other words, the place to which a study is related is critical for deciding on the value of a qualitative study in regard to the academic or scientific fields of a particular country. Such perceptions could be also developed in the case of quantitative research. Therefore, a researcher needs to ensure primarily that his study is related to the appropriate geographical area; then, the other aspects of the research study would be examined. A different framework of requirements seems to exist in the case of quantitative research. Curwin and Slater (2008) note that quantitative research requires knowledge on mathematics and/ or statistics. More specifically, Curwin and Slater (2008) explain that the analysis of findings gathered in the context of quantitative research requires the development of a model, which is usually based on specific mathematical rules. Also, as Curwin and Slater (2008) claim, the involvement of a researcher in the quantitative research is not feasible if there is no experience on statistical analysis, or else, regression analysis, which the key methodology for analyzing data in quantitative research. From a different point of view, Hair et al. (2011) note that quantitative analysis can be extremely time consuming, requiring, in certain cases, the revision of the procedure if the rate of participation was low, for example, when the questionnaires returned are not adequate for establishing a valid quantitative study. In other words, the experience/ background of the business manager, who is usually involved in business research, and the time/ cost framework set are of critical importance in order to decide the use of quantitative method in a business research project. 2.2.4 Potential combination of qualitative and quantitative methods in business research One of the most common problems of qualitative and quantitative methods is the limitation of their findings in terms of the issues highlighted, or else of the areas covered. This problem can reduce the accuracy of findings and lead to the limitation of a study’s effectiveness, at the level that the target set by the researcher is not achieved. Marschan-Piekkari and Welch (2004) note that qualitative studies can often lead to contradictory or inadequate findings, if compared to the issues examined in the research project involved. For avoiding this problem, Marschan-Piekkari and Welch (2004) suggest the combination of qualitative methods with particular theoretical approaches, so that the risks involved are minimized. Marschan-Piekkari and Welch (2004) refer in particular to the interpretation of interviews, as a qualitative research method, using a hermeneutic approach. They also suggest that the results would be presented using an impressionist way (Marschan-Piekkari and Welch, 2004, p.324). The above suggestions can be characterized as valuable, indicating the openness of qualitative methods to various research tools but also the ability of these methods to be aligned with the needs of the research project involved. Moreover, it is made clear that qualitative research methods are not static, but they can be continuously transformed for meeting the needs of each research plan. From a similar point of view, Yin (2010) notes that the combination of research methods in research projects is a common phenomenon. Yin (2010) refers in particular to the combination of qualitative methods with randomized controlled trials, but also to the potential combination of qualitative methods and surveys so that the credibility of a research project is increased. The criteria under which such combination can take place should be discussed. Yin (2010) explains that the simultaneous use of different research methods requires the experience of the researcher and the knowledge on all aspects of research methods, including the terminology involved, their structure and processes and their usual problems, as appeared in research projects on similar subjects. 2.3 Problems when using qualitative and quantitative methods in business research As already explained, the qualitative method is based on the use of personal beliefs and experience for interpreting the findings of the research. At this point, qualitative method in business research can be related to many risks. Potter (1996) claims that each business manager is expected to have different experience, background and ideas from others within the same organization. According to Potter (1996) this means that the particular manager will interpret differently the findings of a research based on a qualitative method (case study review or interview), especially since he has a different view on the status and the potential of his organization. The quantitative method, when used in business research, is also related to certain problems. Brandimarte (2011) notes that quantitative methods often lead to inaccurate results, especially if when the analysis of the findings was not carefully developed. According to Brandimarte (2011), this is the reason for which quantitative methods are rarely used along, being combined with other research methods taking into consideration the conditions of the research and the sources available. Moreover, Myers (2008) explains that not all business managers are adequately experienced in order to use quantitative methods for developing a business research project. For this reason, Myers (2008) suggests that when the skills and the educational background of the manager involved in a business research project do not meet certain standards, it would be preferable for a qualitative method to be employed, which is based on the critical discussion on results, without rejecting the use of graphs for presenting the findings. Furthermore, Ghauri and Gronhaug (2005) argue that the questions incorporated in surveys cannot be changed afterwards, i.e. after having sent the questionnaires. Such potential exists in qualitative research, and this is a reason that qualitative methods could be used instead of quantitative ones. According to Ghauri and Gronhaug (2005) another important disadvantage of the quantitative methods, compared to the qualitative ones, is the following one: in the quantitative studies the issues promoted are aligned with past social, political and economic conditions, meaning that the in quantitative research the completion of the process can be time consuming. For facing this problem, Ghauri and Gronhaug (2005) suggest that a qualitative method is used in business research for capturing current market trends, a fact that is critical for the success of the business activities involved. 3. Conclusion and Recommendations According to the issues discussed above, qualitative and quantitative methods can be effectively used in business research. However, their effectiveness is not guaranteed. It has been made clear that the performance of qualitative and quantitative methods can be influenced by the conditions in the internal and the external organizational environment, the sources available and the skills of the researcher. In any case, the choice of the research method employed in a specific research project needs to be based on certain criteria, including the success of the chosen method in similar projects, the level of stability of the business environment, the experience of the researcher on such research projects and so on. Moreover, the rules used in the evaluation of business research methods cannot be standardized; rather, they should be flexible enough, allowing for differentiations under the influence of particular events. It is also recommended to have an alternative research method available, in case of unexpected failures. At the same time, the combination of qualitative and quantitative methods with other methods, an issue discussed above, would be an appropriate solution for limiting the risks related to the particular plan. In any case, qualitative and quantitative methods are key parts of business research. The dependency of business research on these methods can be different in accordance with the status of the business involved but also with the potential availability of alternative research methods that are easier to be implemented, compared to qualitative and quantitative methods. References Bartlett, J., Kotrlik, J., and Higgins, C. (2001) Organizational Research: Determining Appropriate Sample Size in Survey Research. Information Technology, Learning, and Performance Journal, Vol. 19, No. 1, p.43-50 http://www.osra.org/itlpj/bartlettkotrlikhiggins.pdf Brandimarte, P. (2011) Quantitative Methods: An Introduction for Business Management. Hoboken: John Wiley & Sons Curwin, J., and Slater, R. (2008) Quantitative Methods for Business Decisions. Belmont: Cengage Learning Ghauri, P, and Gronhaug, K. (2005) Research methods in business studies: a practical guide. Essex: Pearson Education Hair, J., Wolfinbarger, M., Money, A., Samouel, P., Page, M. (2011) Essentials of Business Research Methods. New York: M.E. Sharpe. Hine, D., Carson, D. (2007) Innovative methodologies in enterprise research. Cheltenham: Edward Elgar Publishing Klenke, K. (2008) Qualitative Research In The Study Of Leadership. Emerald Group Publishing. Marschan-Piekkari, R., and Welch, C. (2004) Handbook of Qualitative Research Methods for International Business. Cheltenham: Edward Elgar Publishing. Miller, G., and Dingwall, R. (1997) Context and method in qualitative research. London: SAGE. Myers, M. (2008) Qualitative Research in Business & Management. London: SAGE Potter, J. (1996) An analysis of thinking and research about qualitative methods. London: Routledge Sweeney, D., Anderson, D., Williams, T., Camm, J., and Martin, K. (2009) Quantitative Methods for Business. Belmont: Cengage Learning Walle, A. (2001) Qualitative research in intelligence and marketing: the new strategic convergence. Greenwood Publishing Group Waters, D. (2008) Quantitative methods for business. Essex: Pearson Education. Yin, R. (2010) Qualitative Research from Start to Finish. Guilford Press Read More