Respond to the post of at least one other learner. Address the following questions in your response:
1. Learner Discussion
Unit 1 Discussion 1 Qualitative and Quantitative Research Design
Research methods can be placed into two basic categories: quantitative or qualitative. Qualitative research methods have a conceptual basic that is concerned with understanding human behavior from the informants perspective (Patton 2015). It assumes a dynamic and negotiated reality. Quantitative research methods are concerned with discovering facts about social phenomena and assumes a fixed and measurable reality (Neuman 2002). With regards to methodological approaches qualitative research data is collected through a participant observation and interviews (Patton 2015). Data is analyzed by themes from descriptions by informants and data is reported in the language of the informant (Patton 2015). In contrast quantitative research methods data is collected through measuring things (Neuman 2002). Data is analyzed through numerical comparisons and statistical inferences (Neuman 2002). Data is reported through statistical analyses (Neuman 2002).
There are many different instances where qualitative research is applicable such as new product idea generation and development (Creswell 2016). Investigating current or potential product/service/brand positioning and marketing strategy (Goudling 2005). Strengths and weaknesses of products/brands (Goudling 2005). Understanding dynamics of purchase decision dynamics (Goudling 2005). Studying reactions to advertising and public relations campaigns other marketing communications graphic identity/branding packing design etc (Goudling 2005). Exploring market segments such as demographic and customer groups. Studying emotions and attitude on societal and public affairs issues (Goudling 2005). Assessing the usability of websites or other interactive products or services (Goudling 2005). Understanding perceptions of a company brand category and product (Goudling 2005). Determining consumer language as a preliminary step to develop a quantitative survey (Goudling 2005).
Qualitative approaches have the advantage of allowing for more diversity in responses as well as the capacity to adapt to new developments or issues during the research process itself (Creswell 2013). While qualitative research can be expensive and time-consuming to conduct many fields of research employ qualitative techniques that have been specifically developed to provide more succinct cost-efficient and timely results (Creswell 2013).
Qualitative analysis is the methodology of choice within several subjects. The use of qualitative research marketing provides an opportunity for a diversity of responses within marketing (Goulding 2005). Marketing provides an opportunity for qualitative research analysis and health care research is also seeing an increase in the use of qualitative research (Al-Busaidi 2008).
Reference
Al-Busaidi Z. Q. (2008). Qualitative Research and its Uses in Health Care. Sultan Qaboos University Medical Journal 8(1) 1119.
Creswell J. W. (2013). Qualitative inquiry and research design: Choosing among five traditions (3rd ed.). Thousand Oaks CA: Sage Publications. ISBN: 9781412995306.
Goulding C. (2005). Grounded theory ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research. European journal of Marketing 39(3/4) 294-308.
Patton M. Q. (2015). Qualitative research & evaluation methods (4th ed.). Thousand Oaks CA: Sage Publications. ISBN: 9781412972123.
Neuman L. W. (2002). Social research methods: Qualitative and quantitative approaches.