RUNNING HEAD: QUANTITATIVE RESEARCH AND QUALITATIVE RESEARCH

UNIT IV

Nguyen Doan Phuong Thao - 268089

Question 1: Describe specific qualitative methods and tools that could be used within your

discipline to gather data. Within your description, evaluate their effectiveness.

What is quantitative research?

Quantitative means quantity which implies that there is something that can be counted.

Quantitative research as the collection of numerical data in order to explain, predict and/ or

control phenomena of interest. Simply put, quantitative research reflects the philosophy that

everything can be described according to some type of numerical system. It uses numerical

analysis; in essence this approach reduces the data into numbers.

Quantitative research begins with the researcher putting together several hypotheses

based upon theory and secondary research gathered. Recall that the definition of a hypothesis is a

series of propositions or statements made that are deemed to be accurate based upon limited

research. The idea is then to either prove or disprove these hypotheses based upon the

mathematical data that is gathered in the quantitative research study.

Tool of Quantitative research:

There are five quantitative methods like: survey research, descriptive, correlational

research, causal comparative research as well as experimental research.

Their effectiveness:

- Cost: Surveys are relatively inexpensive, but the number of potential responses can be

in the thousands.

- Extensive: Surveys are useful in describing the characteristics of a large population. No

other research method can provide this broad capability, which ensures a more accurate sample

to gather targeted results in which to draw conclusions and make important decisions.

1
 - Flexible: Surveys can be administered in many modes, including: online surveys, email

surveys, social media surveys, paper surveys, mobile surveys, telephone surveys, and face-to-

face interview surveys.

- Dependable: Surveys conducted anonymously provide an avenue for more honest and

unambiguous responses than other types of research methodologies

Question 2: Describe quantitative methods and tools that could be used within your

discipline to gather data. Within your description, evaluate their effectiveness.

What is qualitative research?

Qualitative research is research that addresses business objectives through techniques that

allow the researcher to provide elaborate interpretations of market phenomena without

depending on numerical measurement. Its focus is on discovering true inner meanings and new

insights.

Tools and their effectiveness:

- Focus group interviews and its effectiveness can be done quickly; gain multiple

perspective; flexibility.

- Depth interviews: gain considerable insight from each individual; good for

understanding unusual behaviors.

- Conversations: gain unique insights from enthusiasts; can cover sensitive topics; less

expensive than depth interviews of focus groups.

- Semi structured interviews: can address more specific issues; results can be easily

interpreted; cost advantages over focus groups and depth interviews.

- Word association/ sentence completion: economical; can be done quickly.

- Observation: can be unobtrusive; can yield actual behavior patterns.

2
 - Collages: flexible enough to allow novel insights.

- Thematic apperception/ cartoon tests: Projective, allows to get at sensitive issues;

flexible.

Question 3: include Company or organizational examples within your essay, as relevant.

Our company My floor have a strengths of interior design industry on hardwood

flooring for a decade years. By the continuous developed efforts, we always study and find out

something newer and better for our customer, as soon as possible, we will launch a new product

called PVC flooring which have different features comparing to hardwood flooring.

There are symptoms when this product launched. Firstly, it is a challenge for marketing

about bringing details of product to consumers closely. Secondly, many consumers affair to try

something new so they are familiar with product lines of hardwood flooring. Thirdly, the

weakness of vinyl flooring compares to hardwood flooring, the core problem here is we having

to determine the features of each product lines for each customer segmentation.

Therefore, our company will make a qualitative research depth interviews and observation to

find out and solve that problems. In depth interviews, we will take architects opinions about

designs and disadvantages of PVC floor and invite potential customer who already used the PVC

floor to respond about their product. In observation, we will make some model house, in that

house, we will use our produces and test it through water resistance, overheat, scratched, colors.

After that, we will make a quantitative research to help us save the time and money to

collect relevant information of many successful story and lesson learnt from previous campaign

of new products. Moreover, it is necessary to meet consumer needs and habits. Through exact

information, our company will make an appropriate strategy to increase revenues and minimize

risks which happened in other previous stories.

3
Question 4: In your opinion, what is the future of qualitative and quantitative research

both within your discipline and in general?

First, survey researchers should take a concerted look at smarter ways to invest in

reducing nonresponse bias. Rather than focusing on propping up unsustainable and largely

irrelevant nominal response rates, we should be asking what promising areas of survey design or

opportunities for data integration and matching across databases might provide a better return on

investment?

Second, more basic research is needed into the correlates of nonresponse bias both in

terms of survey design and respondent characteristics. One promising but under-utilized design

in this regard is seeding samples with households that have known characteristics and then

observing their response propensities to provide more precise estimates of nonresponse bias.

Finally, future research should examine the promise of developing novel weighting

schemes based on different known characteristics of respondents and no respondents.

4
 REFERENCES

- Zikmund, Babin, Carr, Griffin. (2013). Business research method. International edition.

Hunter, L. (2012). Challenging the reported disadvantages of e-questionnaires and addressing

methodological issues of online data collection. Nurse Researcher, 20(1), 11-20. Retrieved from

https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/logi

n.aspx?direct=true&db=a9h&AN=80440695&site=ehost-live&scope=site

- Carson, D. J., Gilmore, A., & Perry, C. (2001). Qualitative Marketing Research (1). London,

GB: SAGE Publications Ltd. Retrieved from

http://www.ebrary.com

- Wetcher-Hendricks, D. (2011). Analyzing Quantitative Data : An Introduction for Social

Researchers (1). Somerset, US: John Wiley & Sons, Incorporated. Retrieved from

http://www.ebrary.com

- Franses, P. H., & Paap, R. (2001). Quantitative Models in Marketing Research. Cambridge,

GB: Cambridge University Press. Retrieved from

http://www.ebrary.com

- Committee, O. C. E. R. P., & Institute, O. M. (2009). Initial National Priorities for Comparative

Effectiveness Research. Washington, US: National Academies Press. Retrieved from

http://www.ebrary.com

- Jon A. Krosnick, Stanley Presser, Kaye Husbands Fealing, Steven Ruggles (November 8-9,

2012). The Future of Survey Research: Challenges and Opportunities. Retrieved from

https://www.nsf.gov/sbe/AC_Materials/The_Future_of_Survey_Research.pdf

5
- Hall, A. L., & Rist, R. C. (1999). Integrating multiple qualitative research methods (or avoiding

the precariousness of a one-legged stool). Psychology & Marketing, 16(4), 291-304. Retrieved

from

https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/logi

n.aspx?direct=true&db=bth&AN=11580160&site=ehost-live&scope=site