For Business Purposes, Qualitative Research Is More Effective Than Quantitative Research

For Business Purposes, Qualitative Research Is More Effective Than Quantitative Research

Introduction

In recent years there have been a lot of discussions about the concepts and use of research methods. The two most commonly used methods are quantitative and qualitative methods, that e involved different epistemological positions as philosophical; and each of them defended their positions and has shown their best arguments for defense of research method. However, it is interesting to understand business and social phenomena by capturing their objective and subjective dimensions, taking from each method and its possible contribution in this way integrated into the research process these positions, the qualitative and quantitative. They have also emerged in recent years a debate about which method is more appropriate since, studies have been conducted qualitatively have been questioned for its "scientific" and in this same way the studies that have departed a quantitative method and have tried to study business problems have been discussed by their planning and projections uncertain as to disregard the subjective aspects of social dynamics objectively formulate questions that have not proved as reality shows, for wants to acquire a status of social science researchers have taken for centuries the framework of natural science .

Thus in this essay the discussion will be on the effectiveness of the qualitative research method as compare to quantitative research method. Furthermore, a comparison between the two methods will also be given in this essay.

Discussion

Significance of Qualitative Research in Business

Qualitative research, unlike quantitative, does not mainly focus on statistical measurements, it is mainly based on the understanding, explanation and interpretation of empirical data and is a source of speculation and productive ideas. In this research method, questions are not just asked and, it does not respond to the question "How much?" And questions "what?" "How?" and "why". In qualitative studies projective and enabling techniques are widely used - unstructured, non-legislative ways to ask questions that help the researcher to uncover the motives, attitudes, attitudes, preferences, values, satisfaction, problems, etc. of the respondents with respect to products or brands. The areas in which qualitative research is most widely used in the study are:

Consumption patterns, consumer behavior and the factors determining the choice;

Relation to products, brands and companies;

Degree of satisfaction with existing products;

Buying intentions.

The qualitative research is equally important are in the development and breeding of new products on the market, where these studies allow researcher to understand whether there is in the target market niche for a new product, to identify attitudes to new products (or product concepts). On the strategic concept development stage of the use of qualitative research brand, provided an opportunity to generate ideas for concepts of positioning and evaluation of the brand, creative ideas for translating strategic concepts and evaluation of marketing communication elements (name, logo, packaging, TV ads, etc.). The reasons for the popularity qualitative research are-:

Sample sizes are small - hence, requiring less financial cost.

Ability to use techniques of probing, as well ...