Advantages and disadvantages of quantitative research methodology pdf

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advantages and disadvantages of quantitative research methodology pdf

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Qualitative and quantitative are widely used research methods that act as powerful sources of insight for marketers. Generally speaking, qualitative research explores what people think, feel and do while quantitative gives a measure of how many people think, feel or behave in a certain way. One is typically based on the opinions and thoughts of a small sample; the other is normally based on the reported behaviours of a much larger and representative sample.

There are a number of pros and cons for using both methods. Qualitative research generally draws from sources such as one-on-one interviews, focus groups and discussion forums. Quantitative research can call on surveys or analytics to quantify consumer behaviors, perceptions, attitudes and interests, giving you the hard numbers needed to back your ideas or theories.

Both approaches have strengths and weaknesses, which is why combining the two methods often referred to as mixed methods research can greatly improve the quality and accuracy of your findings, adding both breadth and depth.

Successfully combining both data methods requires planning. Like any successful data analysis, finding the right answers relies on asking the right questions, and these rely on first identifying your key business goals. For companies looking to drive campaigns focused on ROI, quantitative trafficking of stats such as unique website visitors, dwell time, social shares, cost per lead and sales numbers are key, while qualitative information relating to how customers feel about their experience is vital.

Such intelligence enables brands to gain a deep understanding of how well their campaign is working and, critically, why. The key to answering strategic business questions through research lies in the ability to interrogate information to gather the most actionable insight.

Qualitative analytics can provide a brand with answers around why a customer bought a certain product or service and what their end-to-end experience was like. These findings provide clear data that can be actioned, enabling brands to elevate positives and address any negatives. If a customer chose your brand because your on-site reviews reinforced the ease-of-use of the product, for example, this is a finding that could be promoted in your marketing, highlighting a clear differentiator between you and your rivals.

Quantitative analytics, on the other hand, can provide specific answers relating to how the purchase journey looks, enabling brands to spot any areas that are causing issues and to highlight the touchpoints that matter. For example, if a high percentage of buyers are dropping off on a certain page, or abandoning their basket at a common stage, marketers can address this promptly, redesigning the page or making the transaction process faster.

This last example also highlights where qualitative and quantitative research can be combined to great effect. While quantitative data might highlight a problem with basket abandonment, brands may still be unsure as to why consumers are dropping off.

Is it the sluggishness of the page, the confused information about payment options, or poor page design making the CTA hard to find?

For example, data might reveal that over 70s with disposable income and an interest in technology would buy more devices if the product designs accounted for failing eyesight and inhibited manual dexterity. Such insights could open up a whole new audience, and product category, giving brands more of a competitive edge. Qualitative and quantitative research methods have clear strengths and weaknesses, and different roles to play.

Marrying the two together can be a powerful move, particularly as consumer demand for personalization continues to rise. To meet this demand, more and more brands and marketers are turning to audience profiling data , analyzing audience behaviors and perceptions on a massive scale, to tailor their activity to their consumers. By combining qualitative personas with quantitative data, you can identify and define your audiences in as much detail as possible, understanding how, where and when to reach them for maximum impact.

Jason Mander. Qualitative vs. Quantitative Research: How do they fare? Qualitative Research Cons: Small sample sizes : This method is more in-depth and therefore more time consuming and resource intensive, meaning fewer people are surveyed. Relies on skilled researchers : The quality of the responses is largely dependent on the skill of the researchers carrying out interviews or conducting focus groups. Lack of anonymity : There are some topics that respondents are more willing or comfortable responding to via anonymous quant surveys than in one-or-one interviews or discussion groups.

Quantitative Research Pros: Larger sample : A broader study can be made, involving more subjects and enabling more generalization of results. Objectivity and accuracy : Few variables are involved as data relates to close-ended information.

Faster and easier : Data collection can be automated via digital or mobile surveys, allowing thousands of interviews to take place at the same time across multiple countries. More cost effective : The cost of someone participating in a quant survey is typically far less than in a qual interview.

Quantitative Research Cons: Less detail : Results are based on numerical responses and therefore most will not offer much insight into thoughts and behaviors, whereby lacking context. Limiting : Pre-set answers might mask how people really behave or think, urging them to select an answer that may not reflect their true feelings. Bringing the two together can be potent Both approaches have strengths and weaknesses, which is why combining the two methods often referred to as mixed methods research can greatly improve the quality and accuracy of your findings, adding both breadth and depth.

The Advantages of Combining Data: Enriching : Using qualitative data to identify issues or obtain information on variables not found in quantitative surveys. Examining : Generating hypotheses from qualitative research that can be tested by taking a quantitative approach.

Explaining : Using qualitative data to better understand unexpected results from quantitative data. How a combined approach can generate a results-driven campaign Successfully combining both data methods requires planning.

Using qualitative research to gather actionable data The key to answering strategic business questions through research lies in the ability to interrogate information to gather the most actionable insight.

Using quantitative research to gather actionable data Quantitative analytics, on the other hand, can provide specific answers relating to how the purchase journey looks, enabling brands to spot any areas that are causing issues and to highlight the touchpoints that matter. Combining forces to complete the picture This last example also highlights where qualitative and quantitative research can be combined to great effect.

Meeting the personalized future Qualitative and quantitative research methods have clear strengths and weaknesses, and different roles to play. Related articles.

Advantages & Disadvantages of Qualitative & Quantitative Research

Research is about gathering data so that it can inform meaningful decisions. In the workplace, this can be invaluable in allowing informed decision-making that will meet with wider strategic organizational goals. However, research comes in a variety of guises and, depending on the methodologies applied, can achieve different ends. There are broadly two key approaches to research — qualitative and quantitative. Qualitative Research is at the touchy-feely end of the spectrum. Examples of the way qualitative research is often gathered includes:. Interviews are a conversation based inquiry where questions are used to obtain information from participants.

25 Advantages and Disadvantages of Qualitative Research

Gaia, Portugal. European Journal of Foreign Language Teaching. European Journal of English Language Teaching.

How to Use Qualitative and Quantitative Research to Your Advantage

10 Advantages and Disadvantages of Qualitative Research

The purpose of this paper is first, to discuss the theoretical assumptions, qualities, problems and myopia of the dominating quantitative and qualitative approaches; second, to describe the methodological lessons that the authors learned while conducting a series of longitudinal studies on the use and usefulness of a specialized balanced scorecard; and third, to encourage researchers to actually use multiple methods and sources of data to address the very many accounting phenomena that are not fully understood. This paper is an opinion piece based on the authors' experience conducting a series of longitudinal mixed method studies. The authors suggest that in many studies, using a mixed method approach provides the best opportunity for addressing research questions. This paper provides encouragement to those who may wish to bridge the authors' ideological gaps and to those who are actively trying to do so. Malina, M. Emerald Group Publishing Limited.

In educational research, experimentation is a way to gain insight into methods of instruction. Develop a theory 3. The primary advantage of triangulation designs in research studies lies in the ability to find agreement and validation of results through a variety of research methods. Surveys with closed-ended questions may have a lower validity rate than other question types. Observation 1. These key advantages and disadvantages of qualitative research show us that gathering unique, personalized data will always be important. It is, though, of particular importance in respect to reviewing the literature.

Quantitative research is the process of gathering observable data to answer a research question using statistical , computational, or mathematical techniques. It is often seen as more accurate or valuable than qualitative research, which focuses on gathering non-numerical data. Qualitative research looks at opinions, concepts, characteristics, and descriptions. Quantitative research looks at measurable, numerical relationships. Both kinds of research have their advantages and disadvantages. Research benefits small businesses by helping you make informed decisions. Conducting market research should be a regular part of any business plan, allowing you to grow efficiently and make good use of your available resources.

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