Six Methods, Advantages, and Disadvantages of the Qualitative and Quantitative Approaches - Research Paper Example

? Business Strategic Plan and number: submitted: Executive Summary The present study seeks to analyze the major research methods which are implemented during various research processes. The different uses of qualitative as well as quantitative research methods have been described here. The six research methods chosen are longitudinal study, focus group, Delphi method, interview technique, questionnaire survey and observational study. The report presents a streamlined view of benefits as well as shortfalls of various research methods. Various applications of these methods are also discussed. Longitudinal studies as well as observational studies are generally used in those places where a lot of time is taken to finally extract useful information. Questionnaire surveys are used for getting quick responses and used for pilot studies as well as feedback processes. Focus groups and Delphi techniques generally use experts as their respondents. All of the above methods have their own benefits and disadvantages. Few limitations of these market research methods have also been discussed which can be further studied and reinvented to form better and more efficient research methods. Introduction Business research is described as an organized and systematic effort which aims to investigate a specific issue or problem which has been encountered during the work setting and requires solving (Seale, 2004). The first stage in a research process is the identification of the critical problem. Once the problem has been clearly defined, the next steps include gathering information, analyzing data and solving the problem by taking necessary steps and corrective measures. Research methods Research methods are of various categories depending on the requirements of the research. These methods use different approaches, tools and techniques for conducting a research. However, they can be divided into two broad categories. Quantitative methods are generally used during development research while participatory or qualitative research is used to get desirable outcomes. Even though these research methods are continuously used in various research questions and studies, yet they are continuously being developed as well as integrated in order to gain better results (Coffey & Aktinson, 1996). A thin line of difference exists between research methods and research methodology. While research methods talks about specific activities which are created to generate data, research methodology is about the understanding as well as attitude of the researcher towards the strategy and research which is chosen in order to answer the research questions. Implication and Discussion Longitudinal study is a type of correlation research involving repeated observations. This type of study can extend for many years and even decades. Here the same participants are studied for a particular period (Diggle, Heagerty, Liang & Zeger, 2002). It is generally used while studying clinical events such as, HIV patients and their diseases and immunity status, across various countries and over time (Frison & Pocock, 1992). It is used in individual studies where participants are studied and tracked (Hogan & Laird, 1997). It is also used in household panel studies where people are tracked and observed within their vicinity for collecting data. Longitudinal studies are high in terms of validity. Individuals usually fail to remember previous events and even if they are insisted, they might not remember the correct data. Longitudinal studies are particularly helpful in finding out long term variations or changes. The estimates collected in this study are more efficient compared to cross-sectional studies (Donner & Klar, 1994). However, there are certain limitations associated with longitudinal studies. Gathering results during longitudinal study is very difficult as it is time taking and tedious. More often than not, participants drop out before completion of the survey. This process is known as subject attrition and is very common in longitudinal study (Laird, 1988). Another method known for expert group study is focus group. Focus groups consist of a discussion led by a group consisting of usually seven to ten people. A moderator is present who leads the discussion (Threlfall, 1999). The process can go on for hours and usually goes around a particular concept, topic or product. Members are selected on the expertise and knowledge basis. It is also used while conducting sample surveys to identify why customers purchase or refuse to do so in case of certain products (Herington, Scott &Johnson, 2005). Opinions generated during the process can be canvassed on specific areas and topics. Since focus group takes few hours for completion, additional questions or immediate feedbacks are possible. Focus group sessions can be very helpful in quick identification of key issues. It is useful in making various generalizations based on available information which is gathered during the process. Non-verbal expressions such as, attitude, intensity and body language, are also useful observation, besides the topic of interest. In spite of the various advantages and benefits, they are only used in few business aspects. A particular viewpoint or an individual can dominate the entire focus group session which might hinder the objective of the process. Through this research method, only a few queries can be resolved. Results can be biased because of the interviewer or the moderator. Since the participants are observed, this is an artificial setting. Thus, full disclosure or participation gets inhibited. An observational study evaluates inferences of various possible effects in subject treatments. They are also known as quasi or natural experiments. Phenomenon such as, social behavior, crown behavior, parent-child relationships, are best studied through observational studies (Boruch, 1997). It is useful for studies involving controlled observation such as, individual behavior, during stimulated trading room or shop environment. Observational studies can be controlled or uncontrolled. People are observed in their most natural environment and behaviors can be recorded, noted and analyzed. Observational studies can be direct and flexible, from unstructured and informal approaches to standardized and tightly structured (Kessler, 1997). Observational studies provide provision of a permanent record such as, behavior and events and aids further analysis. Questionnaire is a quantitative research method where pre-formulated sets of written questions are prepared to which the participants record their responses. It is a very efficient method of data collection especially for explanatory or descriptive studies (Card & Krueger, 1994). They are less time consuming and cheaper compared to observation and interviews. However, it is critical as a specific tool which should be designed in a manner which makes it understandable, interpretable and also, easy to complete. This helps in increasing the overall accuracy of participant responses. While designing a questionnaire, validity and reliability are the important factors to be measured. Past researchers have concentrated only on reliability as it is easily measurable. However, without validity, reliability is useless. It should also be noted they are suitable for particular type of research questions only. It should also be noted that they are entirely based on respondent’s memories which can be subjective. Questionnaires dealing with attitudes or opinions also need more effort and time in terms of designing, constructing, pilot studies, thereby increasing the overall cost. Thus, the researcher should understand that the validity of the questionnaire is limited to the type of questions asked. Focus groups and interviews are participatory and flexible methods that help in interpreting the participant’s experiences and perceptions. Compared to this, Delphi method is more interactive and systematic. However, since it is a long term process, full participation is difficult to maintain (Meyrick, 2003). It is generally used in areas such as, health care and tourism, which are studies for a longer duration compared to other surveys (Kaynak, Bloom & Leibold, 1994). It can be noted that participants in these studies are unlikely to reveal sensitive information, unless they form some rapport and trust with the survey members (Frey & Oishi, 1995). Both approaches help the participants in sequencing their own responses. However, it should be noted that both these methods come with their own set of limitations. They are time consuming and involve a very small sample. Thus, it is not suitable for research questions involving larger population. In cases of mass studies and pilot testing of a larger population group, questionnaire surveys are preferred. Limitations Gathering as well as processing of data is very expensive. Many firms lack the required expertise to conduct these extensive surveys and result in incomplete data collection. Data can be manipulated and overall quality can be compromised. Questionnaires which are lengthy, unclear, confusing and poorly designed have negative effect on the results Ethics as well as privacy of the respondents is another area which is not given its due importance. As a result, there is lack of trust and the collected information might be misleading. Recommendations In order to ensure quality of the research as well as data collection, the process should be monitored at every step. The research should also make sure that no human beings are harmed or negatively affected during the process. Even though it may not be possible to apply all the latest techniques and hire experts for the research process, yet the firms can make sure that the simple research methods do yield quality results through appropriate application. Summary The aim of the report was to evaluate and analyze six research methods. The various research methods evaluated in this study were longitudinal studies, observational studies, interview and focus groups studies, questionnaires and Delphi technique. Questionnaires survey is generally used when the research question is related to large sample population, for example, during launch of a new service or product. Interview and focus groups are qualitative studies including a group of experts or participants. Longitudinal studies and observational studies generally cater to long term research projects. Both qualitative and quantitative approaches have their own advantages and disadvantages. The best way for effective utilization of these methods is to monitor the process at every step, so that errors can be minimized and maximum accuracy can be achieved. Future Research Even though questionnaires have been used for a very long time, they are constantly evolving as a result of the increasing complexities in the population as well as overall consumer attitude. Little research has been done on the HCI (Human Computer Interaction) of focus groups, questionnaires and interviews. The literatures in social science also lack few of the major developments which had taken place in research in the past decade. These new and advanced developments and their vast usages are yet to be studied in an in-depth manner. Various researchers have also tried to apply research methods such as, interviews, in order to identify analysis of theories. Future research can also be conducted on the research methods such as, experimental designs, ethnographic study and grounded theories. References Boruch, R. (1997). Randomized Experiments for Planning and Evaluation. Thousand Oaks: Sage Publications. Card, D. & Krueger, A. (1994). Minimum wages and employment: A case study of the fast-food industry in New Jersey and Pennsylvania. American Economic Review, 84, 772–793. Coffey, A., & Aktinson, P. (1996). Making sense of qualitative data: Complementary research strategies. Thousand Oaks, CA: Sage. Diggle, P.J., Heagerty, P.J., Liang, K.Y. & Zeger, S.L. (2002). Analysis of longitudinal data. Oxford, UK: Oxford University Press. Donner, A. & Klar, N. (1994). Cluster randomization trials in epidemiology: theory and application. Journal of Statistical Planning and Inference, 42, 37-56. Frey, J.H. & Oishi, S.M. (1995). How to Conduct Interviews by Telephone and in Person. Thousand Oaks, CA: Sage. Frison L.J. & Pocock S.J. (1992). Repeated measures in clinical trials: analysis using summary statistics and its implication for design. Statistics in Medicine, 11, 1689-1704. Frison, L.J. & Pocock, S.J. (1992). Repeated measures in clinical trials: Analysis using summary statistics and its implication for design. Statistics in Medicine, 11, 1685-1704. Herington, C., Scott, D. &Johnson, L.W. (2005). Focus group exploration of firm-employee relationship strength. Qualitative Market Research: An International Journal, 8(3), 256 - 276. Hogan, J.W. & Laird, N.M. (1997). Model-based approaches to analyzing incomplete longitudinal and failure time data. Statistics in Medicine, 16, 259-272. Kaynak, E., Bloom, J. & Leibold, M. (1994). Using the Delphi Technique to Predict Future Tourism Potential. Marketing Intelligence & Planning, 12(7), 18 - 29. Kessler, R.C. (1997). The effects of stressful life events on depression, Annual Review of Psychology, 48, 191–214. Laird, N. M. (1988). Missing data in longitudinal studies. Statistics in Medicine, 7, 305-315. Meyrick, J. (2003). The Delphi method and health research. Health Education, 103(1), 7 - 16. Seale, C. (2004). Qualitative research practice. Thousand Oaks, CA: Sage. Threlfall, K.D. (1999). Using focus groups as a consumer research tool. Journal of Marketing Practice: Applied Marketing Science, 5(4), 102 - 105. Appendix Research Method #1 Longitudinal Study Definition: Correlation research involving repeated observations. Benefits Challenges 1. High in terms of validity. 1. Time taking and tedious. 2. helpful in finding out long term variations or changes. 2. Participants drop out before completion of the survey. 3. New incidents and events during the study can be recorded. 3. The software for analysis is difficult to operate. 4. Time scale during long term studies 4. Carry over effects 5. The estimates collected in this study are more efficient compared to cross-sectional studies. 5. The analysis method does not support sophisticated models. Applications in a Business Context 1. used in studying clinical events 2. Individual studies where participants are studied. 3. Household panel studies Research Method #2 Focus Group Definition: Focus groups consist of a discussion led by a group consisting of usually seven to ten people. Benefits Challenges 1. Opinions can be canvassed on specific areas and topics. 1. Entire study dominated by one individual or viewpoint. 2. Additional questions or immediate feedbacks 2. Only a few queries can be resolved. 3. Quick identification of key issues. 3. Biased results 4. It is useful in making generalized approach. 4. Full participation is inhibited. 5. Non-verbal expressions are also observed 5. Skilled and professional moderators are difficult to find. Applications in a Business Context 1. Usually implemented in exploratory studies. 2. Used to explore customer reaction to various services and products. 3. It is also used while conducting sample surveys to identify why customers purchase or refuse to do so in case of certain products. Research Method #3 Observational study Definition: An observational study evaluates inferences of various possible effects in subject treatments. Benefits Challenges 1. Observation helps in gathering useful data without asking any questions. 1. While investigating, the researcher has very less control over the process. 2. Observational studies can be direct and flexible. 2. Long and tedious waiting time. 3. Provide provision of a permanent record. 3. Biased result from the observer side. 4. Complementary with various other approaches. 4. The phenomenon might be influenced because of the observer’s presence. 5. beneficial for validity testing and in-depth analysis of various studies. 5. Since it is a covert study, ethical principles might be contravened. Applications in a Business Context 1. Phenomenon such as, social behavior, crown behavior, parent-child relationships, are best studied through observational studies. 2. It is useful for studies involving controlled observation such as, individual behavior, during stimulated trading room or shop environment. Research Method #4 Questionnaire Definition: It is a quantitative research method where pre-formulated sets of written questions are prepared to which the participants record their responses. Benefits Challenges 1. They are less time consuming and less expensive compared to observation and interviews. 1. The chances of non-responsive error are much more compared to other research methods. 2. High volume of information collected. 2. Inadequate for information on subjects such as, behavior, feelings and emotions. 3. High validity and reliability. 3. Lack of genuine response from a respondent. 4. Results can be easily quantified. 4. Respondents might not be ready to reveal correct information. 5. Analysis of results is easily achievable. 5. Misinterpretation of questions. Applications in a Business Context 1. It is used during factual surveys for collecting descriptive information. 2. It is also used for attitude surveys to analyze opinions. 3. Implemented in explanatory surveys. Research Method #5 Delphi Technique Definition: It is a forecasting method using a carefully selected expert panel in a systematic and interactive manner. The objective is to find a consensus regarding the problem. Benefits Challenges 1. Expression of opinion is free and identity is not revealed 1. Dynamics of a live discussion is minimized. 2. Direct information can be collected. 2. Time consumed is more than normal groups. 3. No need for face to face conversations. 3. The discussion process might lead to nowhere. 4. Is inexpensive. 4. Active participation is difficult to maintain. 5. Element of cultural diversity is achieved. 5. Less transparency involved in the decision making process. Applications in a Business Context 1. Used for long run forecasting of business. 2. Used to studying various aspects of a service or product. Research Method #6 Interview Definition: It is a purposeful conversation where already prepared questions are asked by the interviewer to the interviewee or respondent. Benefits Challenges 1. Beneficial for gaining context and insight into an issue or topic. 1. Susceptible to biasness during interview. 2. Allows respondents to describe their important issues. 2. Expensive and time consuming. 3. Helpful while gathering quotes and stories. 3. Respondent might feel intruded. 4. In-depth investigation is possible. 4. Interviewer biasness. 5. Addition of human dimension to data which is impersonal. 5. Sample can be non-representative. Applications in a Business Context 1. Standard procedures in media reporting and journalism. 2. Used in qualitative research 3. Standard procedure used during recruitment. Read More