Qualitative and Quantitative Research



Qualitative and Quantitative Research

Introduction

There are two methods of data collection for research purpose, one is the quantitative and the other is qualitative. Qualitative technique further leads to inductive approach whereas quantitative technique explores deductive approach respectively. Though, both qualitative and quantitative technique, possess immense value in terms of carrying out any form of academic research, they are very much distinguished from each other. The researcher has to choose anyone of them to make the study more systematic and formal; however, they both together may also be used together in the same study under the perspective mixed methodology but usually either of them a single technique selected. Qualitative research is much more subjective than quantitative research and uses very different methods of collecting information which could be both primary and secondary (Kotler, Bowen, et al, 2010, p. 36-38).

This paper would focus on identifying two different studies based on the important aspect of identifying the needs and wants of the customers by the organizations. The two articles that would be identified in this study would be based on quantitative and qualitative methods of study. The articles would be compared with each another, in order to difference, use and importance of both the methods in research studies. The results of the study would show how the different methods of studies can be used in the same topic to get to the results.

Discussion

The importance of listening to the customer: Qualitative Method

There are different aspects of the adventure of self-employment within a framework of customer relations. The importance of listening to the customer is a key in maintaining a healthy and lasting relationship with them. A deep understanding of what these needs and how cover can be achieved through a very simple mechanism. For this we must first know in detail what your needs and we'll know just listening. There are many debates about what the best strategy to get to know "what the customer wants" hours and hours spent in reflection and discussion on how to get this valuable information (Kotler, Bowen, et al, 2010, p. 36-38).

Why invest resources in listening to customers?

Listening to customers means not only hear what they say when they talk. We also need to throw us the right questions that serve to receive information that can prove invaluable. This interaction has two purposes, improve the competitiveness of the service that we are currently offering to customers and identify potential opportunities to launch new service proposals. If we listen, we will not be able to know what are the changes that the market for our customers requires proposals to launch new or improved services that the customer already enjoys (services that may be being offered by us or by a third), professionals who hold a strategy of ongoing relationship with their customers, solicit, analyze and position in reference to the information they receive it, will be better positioned than those that do not follow such practices (Kotler, Bowen, et al, 2010, ...