QUALITATIVE & QUANTITATIVE RESEARCH

Qualitative & Quantitative Research

Qualitative & Quantitative Research

Introduction

Qualitative and quantitative research methods are widely used to gather information and knowledge that help organizations to make important decision regarding the product design, development and marketing. Quantitative research incorporates methods that result in providing information in the numerical form. However, in qualitative research the information retrieved from the participants of the research is not presented in a numerical form. The aim of the qualitative research is to uncover the underlying motivators behind the responses provided by people. It might also use the direct quotations of the participants and drawing conclusion from them (Eysenck 2004, p1-3).

Qualitative analysis method provides far better data integrity due to the lack of bias of the researcher. Moreover, it aims to understand the subject based on the influences of the environment on its behaviour. It presents the subjective opinion of the investigator and results in different interpretations of similar researchers conducted by different investigators. However, all researchers use some sort of participatory tool to collect feedback from the participants which is qualitative in nature. Quantitative research methods can be applied to the large amount of data collected from qualitative research (Abeyasekera, p2). Therefore, a good mix of quantitative and qualitative research can bring more authenticity to the research.

This paper provides a brief background of the research conducted by using observational, interviewing and questionnaire methods for gathering research information. The pros/cons and limitation of every research tool is discussed along with the challenges posed by each research method.

Research Methodology

The three research methods namely observation, interview and questionnaire were focued to examine the customer choice at the catering outlets at Sheffield Hallam University. The chef Hallam outlet located at Owen Building was selected to be the focus of the research because of its proximity to the main entrance to the university facilities.

In order to get a good observation of the phenomenon of customer choice, multiple observations were carried out during the lunch break at the campus. These observations usually lasted for more than half and hour.

Interviews were carried out during the lunch break interval at the campus. Volunteers were asked by the researcher to provide upto 20 minutes for the interview session. During the interviews, the volunteers were asked questions regarding the factors that influence their food and seating choices.

Questionnaires were designed to collect information regarding the demographics, psychographics and educational backgrounds of the students. Questions included asking the volunteers to rate the quality of experience at the catering outlet, their first degree program, work experience and few psychological questions.

The questions during all the employed three research methods aimed to understand the underlying factors that contribute to development of their attitudes and behaviours thar determine their choices. The psychological questions aimed to understand the range of emotional motivators entailed by the volunteers.

Observations

Observation is a form of qualitative research method and does not involve a direct interaction between the investigator and the participant (Mansell 2011, ...