Qualitative vs. Quantitative Methods Essay Example
Discuss the main differences between qualitative and quantitative approaches to data collection and analysis in management research. Your answer should make reference to the philosophical assumptions which underpin these methodological approaches.
Introduction Whenever a decision is made to undertake a piece of research a method for conducting the study is required. In scientific research the techniques typically used for data collection and analysis are those which allow the evaluation of data to test a predetermined hypothesis (Zikmund, 2000). An example of this is a laboratory-based experiment where the researcher can be in full control of all the variables involved and can therefore be sure that any change in the phenomena under investigation is a direct result of an identified and controlled stimulus. In marketing research however, which is usually reliant on some aspect of human influence, it has been proposed that such a uniform, rigid approach is not appropriate:
“There is never a single, perfect research design that is the best for all marketing research projects, or even a specific type of marketing research task.” (Malhotra and Birks, 2000: p.70)
The aim of this assignment is to critically evaluate the quantitative and qualitative approaches to research, specifically focusing on the marketing perspective. To do this, consideration is firstly given to the basic differences between the qualitative and quantitative approaches, considering the seemingly opposing theoretical paradigms from which they have originated.
Subsequently the development of the marketing discipline is examined with a specific focus on how and why different research methods have been employed in the field. Attention is
Page 1 of 1
given to the need for marketing to address both the issue of verifying existing hypotheses, and the requirement to develop new theory.
As there appears to be no ideal research method for use in marketing it would seem that what is
Introduction Whenever a decision is made to undertake a piece of research a method for conducting the study is required. In scientific research the techniques typically used for data collection and analysis are those which allow the evaluation of data to test a predetermined hypothesis (Zikmund, 2000). An example of this is a laboratory-based experiment where the researcher can be in full control of all the variables involved and can therefore be sure that any change in the phenomena under investigation is a direct result of an identified and controlled stimulus. In marketing research however, which is usually reliant on some aspect of human influence, it has been proposed that such a uniform, rigid approach is not appropriate:
“There is never a single, perfect research design that is the best for all marketing research projects, or even a specific type of marketing research task.” (Malhotra and Birks, 2000: p.70)
The aim of this assignment is to critically evaluate the quantitative and qualitative approaches to research, specifically focusing on the marketing perspective. To do this, consideration is firstly given to the basic differences between the qualitative and quantitative approaches, considering the seemingly opposing theoretical paradigms from which they have originated.
Subsequently the development of the marketing discipline is examined with a specific focus on how and why different research methods have been employed in the field. Attention is
Page 1 of 1
given to the need for marketing to address both the issue of verifying existing hypotheses, and the requirement to develop new theory.
As there appears to be no ideal research method for use in marketing it would seem that what is