Qualitative and Quantitative Research Techniques - Essay Example

? Quantitative and qualitative research methods 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. Each of these elements is of unique significance and a firm can use them on different occasions. There are many differences between qualitative and quantitative research methods. The aim and objectives of each normally differ depending on the items under study. 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 research methods are ideal in cases where the researcher aims at testing the statistical relationship that exists between certain phenomena. Similarly, researchers seek to write statistical reports that contain a comparison and analysis of means, mode, medium and correlations among other statistical aspects. This method is ideal and will offer the best approach to finding the best solution. This research method has also been deemed useful in cases where researchers wish to study certain behavior component of a phenomenon. Normally conditions provided for such are always controlled and isolated from anything that may tamper with the anticipated results. When testing hypotheses, researchers may choose to engage this means. The quantitative approach method will help them look at the causes and the effects of certain actions under observation. Since then they will be able to make predictions depending on the nature of the item under study. Its effectiveness is also exuded when performing double blind studies. These are the study cases where the researchers and their biases are unknown to the parties participating in the research. Also in such cases information regarding participants is hidden. This research method has proved over the years to deliver the best results.6 Consequently when seeking to formulate generalized findings, this research method is very appropriate. The findings from its data can be correlated and applied to the other population of similar character and behaviors. It also works efficiently when dealing with randomly selected population and the selected population is often of great magnitude7. Quantitative approach provides the best basis through which this data can be analyzed and formulated into concrete statistical analysis. Qualitative research Qualitative research on the other hand takes into consideration several factors relating to certain social and human problems. These phenomena are viewed from various perspectives to enable the research to come up with concrete evidence8. Basically, the procedures used in qualitative research aims at collecting and analyzing data, the later on providing the right interpretation of the same. For qualitative research to be effective, it requires to be carried out in a natural setting. The procedures implemented under this study should build complex and holistic image of the phenomenon under study. While quantitative research involves measuring and counting of items, qualitative concentrate on the definitions, meanings, concepts, symbols, characteristics, metaphor and description of the phenomenon. Qualitative research has also been found to be very subjective and involves application of various concepts during data collection9. For instance, during this, a sample involving a small number of persons may be selected and then in depth analysis performed on them. In most cases its major aim is to seek people’s opinions, ideas and perceptions about certain issues affecting the society10. The interviewers will then observe the extent to which the ideas and opinions differ or are similar, and then form their conclusions. The results obtained from this method normally rely a great deal on the person conducting the research. The approach they give to the respondents need to be skillful and sensitive enough to make these people give their genuine opinion. The moderators must also have sufficient experience in this field to tackle such issues properly11. Qualitative is often regarded as less costly as compared to the quantitative technique. When coming up with a qualitative research question the issues that it should aim at addressing include research questions investigating human experiences, complex processes and procedures, causes of certain hypotheses that have been formulated. Also when bringing up a research idea, aspects like aim, values and methods need greater emphasis to ensure the right meaning is presented12. The aim of any research project is very paramount and a research proposal can easily fail if not focused and developed in a proper way. A good example of an effective qualitative research question is: “To observe barriers and catalysts to physical doings and exercises among the ethnically varied grown-up adults who have failed13.” When to use qualitative research technique Therefore the following instances may require the application of the qualitative research technique to come up with well informed and perfect results. The qualitative technique works perfect in situations where the data required will take the form of interviews, reflections, open ended responses and participant observations14. The concepts used under this strategy helps in finding perfect results. Also, many organizations may decide to implement this concept in cases where they want to identify certain behavior patterns or features of a given phenomena. Qualitative technique will provide the best means for handling this. Research has also revealed that this method shows a high level of effectiveness when a researcher is seeking further clarification of a given phenomenon15. The researcher may therefore use the data collected to formulate new theory and hypotheses. Consequently, many researchers opt for this research function in instances where there are multiple realities. Such realities include the respondents, the researcher’s and the audience. Through in depth analysis of these, concrete factors can be achieved. When seeking to verify information with informants and the accuracy with which the data used was recorded. This strategy can be implemented to prove the accuracy level of the information at hand16. During such, information may be collected from various sources and qualitatively analyzed to prove the existing facts. When seeking to provide solutions to the questions, certain phenomenon responds or takes a given pattern of behavior, this method will offer the most lucrative outcome since it seeks to explain and answer questions relating to “what and why” . In conclusion, this analysis points out that qualitative research method has a tendency of generating a much more detailed and valid data that may be beneficial in the interpretation of a given phenomenon17. On the other hand, quantitative research helps in producing generalized and reliable data that are based on the population under study18. The choice to select either qualitative or quantitative is rather philosophic and is greatly dependent on the scope of project and resources available for undertaking the project. Bibliography Adcock, Robert. "Measurement Validity: A Shared Standard For Qualitative And Quantitative Research." American Political Science Review 95, no. 03 (2009): 14. Behague, D, and J Ogden. "Qualitative Research." The Lancet 348, no. 9020 (2008): 127-127. Caulley, D. N.. "Making Qualitative Research Reports Less Boring: The Techniques Of Writing Creative Nonfiction." Qualitative Inquiry 14, no. 3 (2008): 424-449. Creswell, John W.. Research design: qualitative & quantitative approaches. Thousand Oaks, Calif.: Sage Publications, 2008. Firestone, William A.. "Meaning In Method: The Rhetoric Of Quantitative And Qualitative Research." Educational Researcher 16, no. 7 (2009): 16. Frank, A. W.. "What Is Dialogical Research, And Why Should We Do It?." Qualitative Health Research 15, no. 7 (2010): 964-974. Gelo, Omar, Diana Braakmann, and Gerhard Benetka. "Quantitative And Qualitative Research: Beyond The Debate." Integrative Psychological and Behavioral Science 42, no. 3 (2008): 266-290. Glik, Deborah, Kathleen Parker, Gabriel Muligande, and Bona Hategikamana. "Integrating Qualitative And Qualitative Survey Techniques." International Quarterly of Community Health Education 25, no. 1-2 (2009): 115-133. H. Koyi*. "Analogue Modelling: From A Qualitative To A Quantitative Technique - A Historical Outline." Journal of Petroleum Geology 20 (2008): 13. Hofstede, Anouk, Joris van Hoof, Natascha Walenberg, and Menno de Jong. "Projective Techniques For Brand Image Research: Two Personification-based Methods Explored." Qualitative Market Research: An International Journal 10, no. 3 (2009): 300-309. Howard, Richard D., and Kenneth W. Borland. "Integrating Qualitative And Quantitative Information For Effective Institutional Research." New Directions for Institutional Research 2010, no. 112 (2010): 109-115. Howe, Kenneth, and Margaret Eisenhart. "Standards For Qualitative (And Quantitative) Research: A Prolegomenon." Educational Researcher 19, no. 4 (2008): 2. J. Creswell,” Research Design: Qualitative and Quantitative Approaches. A business journal focusing on research methodology (2008):17 J.Mason,” Qualitative Research; journal focusing on research methodologies (2011)16-19 Johnson, Burke, and Larry B. Christensen. Educational research: quantitative, qualitative, and mixed approaches. 3rd ed. Los Angeles: Sage Publications, 2008. Kathawala, Yunus. "Applications Of Quantitative Techniques In Large And Small Organizations In The United States: An Empirical Analysis." Journal of the Operational Research Society 39, no. 11 (2009): 981-989. Kelley, D. Lynn. Measurement made accessible: a research approach using qualitative, quantitative, and quality improvement methods. Thousand Oaks, Calif.: Sage Publications, 2008. Neuman, William Lawrence. Social research methods: qualitative and quantitative approaches. 3rd ed. Boston: Allyn and Bacon, 2009. Pettigrew, Simone, and Stephen Charters. "Tasting As A Projective Technique." Qualitative Market Research: An International Journal 11, no. 3 (2008): 331-343. Radford, Marie L.. "The Critical Incident Technique And The Qualitative Evaluation Of The Connecting Libraries And Schools Project." Library Trends 55, no. 1 (2009): 46-64. Roininen, K, A Arvola, and L Lahteenmaki. "Exploring Consumersa€™ Perceptions Of Local Food With Two Different Qualitative Techniques: Laddering And Word Association." Food Quality and Preference 17, no. 1-2 (2011): 20-30. Salomon, Gavriel. "Transcending The Qualitative-Quantitative Debate: The Analytic And Systemic Approaches To Educational Research." Educational Researcher 20, no. 6 (2010): 10. Seawright, J., and J. Gerring. "Case Selection Techniques In Case Study Research: A Menu Of Qualitative And Quantitative Options." Political Research Quarterly 61, no. 2 (2008): 294-308. Sherwood, D.. "Management Techniques And Quantitative Methods." Journal of the Operational Research Society 35, no. 10 (2009): 955-956. Smith, J. K.. "Quantitative Versus Qualitative Research: An Attempt To Clarify The Issue." Educational Researcher 12, no. 3 (2011): 6-13. Customer loyalty Many businesses today strongly emphasize on customer loyalty programs. Such programs target to the right customers to the business, these are the customers who have potential to purchase your products. After attracting the customer, convincing them to purchase the products and even form a bit of doing so, then finally refer other friends to your business. Customer loyalty can be maintained by keeping regular contacts with your customers. A business can achieve this using email marketing where they send mails occasional to customers informing them of new products and service developments19. This can also take the form of thank you cards which are sent by the business occasionally to show appreciation for their faithfulness and loyalty. Loyalty can also be maintained by often making your customers feel that you are about them and their welfare. You can achieve this by regularly updating them about certain problems with products and services that has been fixed. In this way they will feel valued and their tastes taken care of in a special manner20. Other firms engage in providing the best treatment to their staff so that they may reciprocate the same to the customers. These values too can help in making customers stay loyal to your business and always make their purchases from your company. Occasionally, other companies involve in rewarding their most faithful customers. This may be through shopping vouchers, credit cards among others. Such motivations stick customers to the business and are very beneficial and productive in the face of competition. In simple terms, customer loyalty can be achieved through provision of proper treatment to customers that depicts that their needs and values are truly catered for21. An organization’s marketing team therefore ought to resolve to use these strategies as an effective means of getting the right customers for their products. Despite the fact that this marketing system is very lucrative, it needs close attention since it can result in losses in cases where it is misunderstood or improperly applied. Types of customer loyalty in marketing Business loyalty programs can take various forms depending on the type of business niche, the nature of competition involved in the market and the buying behavior or pattern of customers. Firms normally consider these to help them come up with the most effective loyalty programs that will not run the business at a loss22. Also, the marketing department prior to making such decisions must focus on the level of profitability likely to be achieved when using such a model. With all these in place, a company can pursue its marketing plans and successful venture into effective marketing. Below are certain types of customer loyalties Simple point system Of all the types of customer loyalty, this is the most used. It is where regular customers of a business are made to earn and accumulate points depending on their buying frequencies and magnitude23. Such points are normally redeemable for certain tangible products like gifts, shopping discounts, money, trips among others. Such kind of rewards encourage and motivate customers towards buying and promoting your products. For instance, a company can place a subscribing system to its customers, and then for every goods worth certain price, let’s say $20; a customer is rewarded 5 points. Many people can be attracted since they know what will come thereafter. The advantage of using this system is that its outcomes predictable hence easy planning. Tier system The tier system involves the introduction of basic rewards to customers for participating in a certain program. The reward is always small at the beginning, but as one climbs up the ladder, their values increase24. Such a reward system may involve the formation of various classes like the lower class, middle class and the upper class25. Each class has its own rewards system which increases as one climbs up the ladder. A good example is a train where high class customers get more specialized treatment as compared to the second and first class. In simple terms, the customers are made to pay indirectly for the extra services earned. Companies that use this normally find it easy to attain the right balance between their desirable rewards and the targets to be attained. The key to doing this is make customers believe in their abilities and often come back charged to proceed to the next progressive stage. Use of non monetary programs in customer values Organizations that use non monetary means to reward their customers is normally very successful. Applying this strategy needs a proper understanding of the customer needs and preferences26. Monetary benefits are known to fade in vale fast, therefore offering alternatives that will result into long-term effects will make the business achieve the best satisfaction f is customers. Examples of these may include offering discount vouchers or organizing a trip to interesting places. Such treatments help retain customers hence winning their loyalties. Entering into partnership with other companies A business may choose to enter into coalition with another business which operates along the same line and then offer joint services at a good rate to their customers27. For instance, toothpaste company can choose to collude with a dentist to provide an all inclusive package for both at an affordable price28. In this case, customers will get dental check ups for every purchase of toothpaste they make. This normally motivates the customers highly hence making them sticks to the business products and services. Charging an upfront fee Companies that charge a one time upfront fee to their customers normally stand a chance of winning them by eliminating various obstacles that stand in their way. In this case, both the company and the customers benefit equally from the program29. For instance, an online company may decide to offer unlimited access to their services by its members upon payment of certain subscription fees. This strategy helps in simplifying the climbing process for customers hence encouraging them to stay focused on their targets. In the process of doing this, their loyalty to the company stays stronger30. How to measure customer loyalties Just as the name suggests, customer loyalty is normally intended to capture and retain potential customers for the business. It is normally aimed at providing customers with basic satisfaction that will make them stick to the business products on a long term basis31. Depending on the nature of the company, the effectiveness of a loyalty program can be measured in different ways. They may include Net promoter score (NPS) NPS is a metric used in measuring the customer retention capacity of the loyalty program put in place. It involves using a scale of 1- 10 to determine how many people would recommend your company products and services. The final figure for NS is got by subtracting the customers who would never take a step to recommend you to their friends from those that would recommend your company. The threshold mark of effectiveness normally ranges between 60- 70% and above. A company that attains this can be certain of having a successful loyalty program Customer effort scores This seeks to establish the experiences customers have with the company products and services. It evaluates the level through which a customer is dedicated to help solving company problems32. This method is highly preferred since it is an expression of sincere customer opinions rather than perceptions over the products and services. If the customers admit to your loyalty program as effective and competent solving their problems then you can be certain of making certain progress33. Consumer maintenance rate technique This is a metric used to establish the amount of time your business can withhold customers. An A/B test can therefore be performed to ensure to determine this number and asses the level of effectiveness of the loyalty program34. The figure obtained ought to be on the increasing end in case of a successful loyalty program. Negative stirs strategy This refers to the rate through which the company customers exit the business. Through that, a business can establish whether its loyalty program is effectively working or not. By use of this metric concept, certain important decisions can be made by the business management regarding the nature of direction customers take and why. Customer loyalty strategy is widely embraced by numerous organizations globally. It has also been known to achieve great outcomes in terms of profits a factor that greatly boosts a company’s income35. These programs contain certain aspects of referral, thus it allows the referral of the business to colleagues. A loyalty program that has been successfully applied can yield a large market share of the business. This is because of the business capturing a large number of customers in a given region hence great possessions in terms of market36. This can then translate into large economies of scale to the business. 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Basso, Leonardo J, Matthew T Clements, and Thomas W Ross. "Moral Hazard And Customer Loyalty Programs." American Economic Journal: Microeconomics 1, no. 1 (2009): 101-123. Bolton, R. N., P. K. Kannan, and M. D. Bramlett. "Implications Of Loyalty Program Membership And Service Experiences For Customer Retention And Value." Journal of the Academy of Marketing Science 28, no. 1 (2010): 95-108. Cross, Richard, and Janet Smith. Customer bonding pathway to lasting customer loyalty. Lincolnwood, Ill.: NTC Business Books, 2010. Fry, Joseph N., David C. Shaw, and Cecil R. Dipchand. "Customer Loyalty To Banks: A Longitudinal Study." The Journal of Business 46, no. 4 (2009): 517. Helgesen, A?yvind. "Are Loyal Customers Profitable? Customer Satisfaction, Customer (Action) Loyalty And Customer Profitability At The Individual Level." Journal of Marketing Management 22, no. 3 (2009): 245-266. Hughes, Arthur Middleton. 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