Discuss about the Research Methods Qualitative and Quantitative Management.
There are different types of the research methods are used in order to bring out the desired relevant or accurate data for a particular research. This research paper critically presents a literature review on two of the research methods as qualitative and quantitative methods. The differences between these two methods have been evaluated in order to have the desired idea of using the two methods effectively. The descriptions of the two methods have been provided as to bring out the desired fact regarding the evaluation of the data used to conduct the researchers. The qualitative research is connected with various methodical forms of research, which, is used to gain understanding by diverse observations (Ragin, 2014). Separately from the development of psychology, sociology and many other forms, the research is conducted in order to bring the adequate data. Collections of the opinions are considered to be the most important for qualitative research as these helps in evaluating the required opinion and the feedbacks obtained by the different people. Therefore, it becomes very important for an individual to understand the concepts of these two research methods and use them effectively to gather accurate data. Few of the features of the qualitative researches are been listed in this paper as to bring out the preferred facts and importance of this particular method.
The qualitative research is considered to be a kind of scientific research, which helps in collecting the desired data required to complete the particular research on a given topic. Generally, the scientific research investigates about giving an answer to a question, uses set of procedures to answer the questions, which are pre-planned. The method also investigates about collecting evidence. As per past research by various philosophers and researchers, this type of research method is very effective kind, which, is used to obtain particular information regarding values, different opinions, behaviors, the social environment of the populations. The nature of qualitative research is the conclusive type, since; it keeps on trying to identify several problems for a particular area and at a particular time. According to (Berger, 2015), the researchers having the ability of qualitative perspective are considered to be the most concerned one to identify world’s different perceptions. They pursue the accuracy ability of deep understanding instead of statistical analysis. Various researchers have an identical view of qualitative research methods. According to Creswell and Lincoln, qualitative methodology is the kind of research method, which is inductive in nature, which remains involved with a pattern which is undefined, not a determined one. The qualitative research is associated with various scientific forms of research, which, is used to gain understanding by different observations. Apart from the development of psychology, sociology, etc, whereas qualitative research allows people to study, observe and understand human behavior. People get influenced in the interest of identifying human behavior (Jensen, 2013)r. However, quantitative research methodology makes it tough to understand and identify several social behaviors, but, qualitative kind of research made it easy to justify. The human is also able to understand the reasons for various human behaviors. According to a researcher, Allison, qualitative research helps individuals to know the detail view of decision making, where, how, why and when the decision are been done. There are various qualitative approach theories, which are been introduced in a single unit, including, Phenomenology, meaning, an approach obtained from the study of consciousness, and the realistic objects, Ethnomethodology, which means, a method to understand and examine the conversations of identical human beings (Hussein, 2015). The theory also includes Interpretivists, Grounded theory, Symbolic Interactionists, Critical social science, and feminists. The qualitative research makes people understand different opinions, feelings, and different experiences of the social world. The research method describes and makes understand about the various social phenomenon that occurs naturally. There are few features of qualitative research, i.e.
The qualitative research is involved with the study of understanding a variety of opinion and lifestyles of human beings within the real world. In some cases, this kind of research differs, because of the presence intelligence within the people to represent several views and perspectives of the social community (Davies and Hughes, 2014). Determination of various perspectives is said to be the major purpose of qualitative research. There are several benefits of qualitative research. It is identical in case of various market research, helps to analyze critical problems that are typical to solve. According to (Sekar, 2014), the nature of the qualitative type of research methodology, has been observed as trustworthy and reliable.
Ethnography – According to (Hartas, 2015), Ethnography research is considered to be the most common method, and can be easily applicable. It is the most innovative kind of research, which, allows a businessman to understand the opinion of the consumers and the person’s business itself. The International market research states, that, there are many well-renowned companies, such as Intel, are having strong business strategies, because of ethnography work procedures within it. Ethnography can be defined as, the branch of anthropology, which helps to understand the lifestyle of different people. For example, the best way of avoiding the miscommunication within customers and the business team is to follow the customers at home and to make them observe, the usage and advantages of buying the product, instead of focusing on selling. Some of the other methods are narrative, Phenomenological, Ground Theory, and Case Study.
Quantitative research can be defined as, the method of research, which is formal, objective and runs in a systematic manner, including numerical data, which helps in obtaining various information of the communal world (Cooper and Marshall, 2013). This method is used to identify different variables and relationships among them. According to Burns and Grove theory, Quantitative research procedures are also used to identify several causes and effects of several interactions among the people. These types of research are mostly expressed by numbers and are based on typical scientific ways. Hence, numerical data are been generated and causal relationships are formed between two and many variables (Smith, 2015). The research is been done by using various statistical methods, for the investigation of strength and significance of various relationships (Taylor et al., 2015). The numeric data of the quantitative methods are obtained from variables, which are known to be the objective scale for measurement. The aim of the quantitative method is to be scientific and objective in its approach (Bryman and Bell, 2015). The approaching nature of quantitative research is hypothetic-deductive used for constructing different social theories. The goal for the study of quantitative research is to identify and determine the relationship between a particular thing and the other, within a population.
The characteristics of quantitative research are as follows:
Classification and counting of features, constructing various statistical models are the overall aim of a quantitative research study. This research is mainly to explore the phenomenon in order to explore the quantitative study.
Survey – The survey research is a very popular method of data collection. It is mainly used while collecting information from a large area. It helps the researchers to identify the behavior, judge, and generate the findings in an appropriate manner. The survey research method is generally expressed in percentage and conducted and compared within a specific group (Cohen, 2013). Conducting with survey research, needs a reputable statistician, since, high level of personal interactions is seen in various research and surveys (Rubin and Babbie, 2016). Several ways are there to conduct survey research, may be via phone, face to face, email, or other social media sites. An example of a survey research is, while in a telephonic conversation with the customer service, answering to few questions, staying on the line, and after that, leaving a service feedback to the service provider. Survey research has many advantages, such as; it seems to be good for collecting effectual descriptive data, covering a wide variety of topics, is reasonable in usage, and can be obtained, by using various kinds of modern software (Zikmund et al., 2013). Apart from the advantages, the survey research also bears many disadvantages of it, like, self-reports results in a reporting which are biased or unfair type. Information obtained, are not adequate all-time and therefore, there exists the requirement of an effective research.
Co-relational – Correlational research is done to justify the relationships between two different variables. For the explanation of noticed occurrences, co-relational research is been done. The survey is done within a minimum two groups. Involve of specific variables is associated at a stage of manipulation in co-relational research (Thomas et al., 2015). Mathematical analyzing of information are been done after it gets compiled, and the conclusions are drawn. As per past researches, it has been observed that co-relational research is not meant to be causation always.
Causal-Comparative – This kind of research allows the researchers to identify the different causes and consequences, which exists in an individual group (Fowler, 2013). Instead of looking for the perfect statistical relationship among the two of the variables concerned, this particular research merely identifies the affecting of the different groups with the help of the similar circumstances.
Experimental – The experimental research is another form of the research which is used in order to carry out the desired data with the help of effective experiments (Wright et al., 2016). Moreover, it has been seen that once a particular statement is made, then the research starts reflecting the truthfulness of that particular statement.
The difference in these two methods It becomes very important to understand the desired difference between the qualitative and the quantitative research methods as these are used on large scale for conducting an effective research. As per the past researchers, the qualitative research is defined to be the primary research used to have the desired understanding of underlying reasons, motivations as well as opinions revealed by different people. It mainly helps an individual to get into the desired issues as well as to develop new and creative ideas with the help of effective quantitative research (Rhodes et al., 2014). The collection of data mainly varies in this particular research method from semi-structured to unstructured. Moreover, there are some of the other methods which focus on interviews, as well as the participation or observations (Bohl et al., 2014). Comparing it with quantitative research, it has been found that quantitative research method is used for quantifying the issues by which the numerical data can be generated or can be changed into useable statistics. This research method is also used in differentiating the behavior, opinions as well as the other different variables of the individuals concerned. There exists a crucial difference between these research methods as these are to bring out the desired positive and the exact outcomes regarding the particular matter of research. There are different forms used for conducting the quantitative data such as online surveys across various other platforms, mobile surveys and kiosk surveys, different face to face interview including telephonic conversations. These helps in bringing out the desired data required for the particular research, in order to make these researches effective, the sampling of the data is used which helps in increasing the accuracy of the data collection method (Jones et al., 2015). The primary along with the secondary research are supposed to be important for the execution of the qualitative research as these helps in evaluating the desired data regarding the particular matter concerned.
Conclusion
The research paper presents literature review about two research methods as qualitative and quantitative. Brief, descriptions of the two methods have been illustrated throughout this research paper. As per past researchers, qualitative research is primary research, which allows researchers to gain the understanding of various reasons, different opinions of the social world. The nature of the quantitative research method is of conclusive type, i.e., it keeps on trying for identifying several problems arose in particular area, and at a particular time. Various researchers and philosophers have identical research opinion among them, regarding these two research methods. Quantitative research methods are used to identify the problems, by the help of numerical data, which are transformed into useable statistics. Characteristics, advantages, disadvantages, of Qualitative and Quantitative research methods, have been described in this research article. The paper includes few differences among these two research methods which helps in evaluating the desired use of these methods. Quantitative research methods possess various forms of surveys and are more structured than qualitative research. Qualitative method is used to uncover various trends, whether it is of thoughts or opinion. Both, qualitative and quantitative research methods vary, using semi-structured methods.
Reference
Ragin, C.C., 2014. The comparative method: Moving beyond qualitative and quantitative strategies. Univ of California Press.
Berger, A.A., 2015. Media and communication research methods: An introduction to qualitative and quantitative approaches. Sage Publications.
Jensen, K.B. ed., 2013. A handbook of media and communication research: Qualitative and quantitative methodologies. Routledge.
Hussein, A., 2015. The use of triangulation in social sciences research: Can qualitative and quantitative methods be combined?. Journal of Comparative Social Work, 4(1).
Davies, M.B., and Hughes, N., 2014. Doing a successful research project: Using qualitative or quantitative methods. Palgrave Macmillan.
Sekar, K.V. ed., 2014. Manufacturing engineering and technology (p. 913). Upper Saddle River, NJ, USA: Pearson.
Harris, D. ed., 2015. Educational research and inquiry: Qualitative and quantitative approaches. Bloomsbury Publishing.
Cooper, C.L., and Marshall, J., 2013. Occupational sources of stress: A review of the literature relating to coronary heart disease and mental ill health. In From Stress to Wellbeing Volume 1 (pp. 3-23). Palgrave Macmillan UK.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
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Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Cohen, L., Manion, L., and Morrison, K., 2013. Research methods in education. Routledge.
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Thomas, J.R., Silverman, S. and Nelson, J., 2015. Research methods in physical activity, 7E. Human kinetics.
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Wright, A.L., Wahoush, O., Ballantyne, M., Gabel, C. and Jack, S.M., 2016. Qualitative Health Research Involving Indigenous Peoples: Culturally Appropriate Data Collection Methods. The Qualitative Report, 21(12), pp.2230-2245.
Bohl, D.D., Russo, G.S., Basques, B.A., Golinvaux, N.S., Fu, M.C., Long, W.D. and Grauer, J.N., 2014. Variations in data collection methods between national databases affect study results: a comparison of the nationwide inpatient sample and national surgical quality improvement program databases for lumbar spine fusion procedures. J Bone Joint Surg Am, 96(23), p.e193.
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