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Marketing Research - Essay Example

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Quantitative and qualitative research methods Name Professor Course Date Qualitative and quantitative research techniques Qualitative and quantitative research methods are some of the most common ways through which firms perform their research and make conclusions regarding their products and services…
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Marketing Research

Download file to see previous pages... Also, the uses of these normally depend on factors such as the research methods used to perform the search. The procedure for selecting an appropriate research method normally depends on factors such as the problem at hand, training and skills that a researcher has nature and amount of available resources and also the audience that will be used during the research. Despite the fact that many of these methodologies used may have components of both qualitative and quantitative techniques, there are certain assumptions that differentiate the approaches given. Qualitative and quantitative methods can be reviewed in the following manner1. Quantitative research This is always regarded as making inquiry over certain problem that has been identified depending on a testing theory. The figures that have been found under this research are normally analyzed further using other statistical means like graphs and charts2. Quantitative research often involves respondents of a large number, and normally it has always been predetermined. The measurements used during quantitative research options need to be quantitative, statistically valid, and objective in nature. During this research process, the size of the sample under examination is always calculated with the help of formulas to establish the parameters of the ample that will be required for the research. Most qualitative researchers are always designed 3to produce very low error margins thus even if the exercise is conducted over and over, the results attained will be more or less equal. The aim of qualitative method is always to prove whether prognostic generalization given to a theory may be holding any true or relevant meaning4. During quantitative research, the main question revolves around numbers for instance “…how many people watch football.” During this research, the researcher normally distances him/ herself from the phenomenon under study. And the values attained from the research do not form part of the research. For instance, a research seeking to establish the number of people watching football will not concentrate on the numbers among the research value. Rather, the used sample will represent an entire population that is under study. Most researchers using quantitative resources apply deductive theories, logic and formulate hypothesis that are tested in the area. After all these analyses, the researcher often seek to come up with generalizations that support the underlying theory or hypotheses and will help them understand and explain the behavior pattern of a certain phenomenon. In this way they can even predict the future outcomes of these. There are also certain approaches that have been put in place to help come up with effective quantitative research questions. One of the most recommended means of approaching this is through following certain steps. First, one must establish the nature of quantitative research to be performed. For instance it can be based on relationship, comparative or descriptive factors. The next step involves spotting out the various variables that you want to study5. After which a fitting structure is identified depending on the prospect variables. Then finally stating the issues you intend or are trying to address as research questions. Below is an example of a quantitative research question. “What issues influence the professional choices of American college students?” When do organizations use the quantitative techniques? The quantitative rese ...Download file to see next pagesRead More
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