Research Methodologies in Business - Coursework Example

Research methodologies in Business Name Course Institution Date Executive summary The quantitative and qualitative research methodologies are commonly used in business related studies. Quantitative researches methods include experiments, quasi-experiments and surveys. The qualitative study is based on assumption that human behavior should be predicable in nature, hence the presence of cause-and-effect phenomena. This research method studies variables that are quantifiable, and avoid subjective human nature. In the business related studies, quantitative research assists in the provision of hard and tangible facts, which are also practical in nature. The qualitative research does not only study the social behavior but also seeks to answer the question ‘why?’ It is a method has studies the subjective nature of human behavior, and assists in explaining human perceptions, beliefs and attitudes. In qualitative research, human behavior is assumed complex in nature, hence unpredictable, and absence of cause-and-effect phenomena. Some of the common methods in qualitative research include observation, focused group and case studies. Triangulation (combination of both quantitative and qualitative methods) provides more reliable and valid information that can transform the business world. Introduction The discussion will focus on different research methodologies that are used in business. The strengths and weakness of these methods will be provided, while still explaining their similarities and differences. The methods will be categorised as either qualitative or quantitative depending on their nature. The quantitative methods will include experiments, quasi-experiments and surveys. On the other hand, the qualitative methods in the study are case studies, and observation. Literature review of research methodologies Quantitative and qualitative Research methods The quantitative and qualitative research methodologies are commonly used in the study of social phenomena. According to Cohen (2008), the goal of quantitative research is to test theory, eliminate biasness and indicate the correlation between variables. The quantitative study is based on the positivism perspective, which posits that any scientific research should offer prediction of other related social phenomena, and that it should be subject to emperical verification. In this sense therefore, the quantitative research hold the belief of cause-and-effect. The quantitative research holds that a scientific study should be value free. This means that any form of subjectivity and biasness compromises a scientific study. Hence, under the quantitative study, the study of human subjective nature, such as emotions is discouraged. This owes to the fact that it is difficult to quantify such subjective variables. According to Blumberg, Copper, & Schindler (2011), a quantitative research is based on validity, reliability and generalizability. The research instruments, such as questionnaires and interview schedules should be able to measure exactly what they have been designed to. This constitutes the validity of a quantitative research, meaning that the data collected is objective. Further, the reliability of a study means that there should be consistency of result findings, regardless of geographical location, if similar conditions are presented. In this sense, if people are studying particular social phenomena using a quantitative research, their findings ought to have some degree of consistency. Lack of consistency would mean that one or both studies are biased. Finally, the quantitative study holds that the study findings can be applied across other similar social issues (generalization). This confirms that quantitative research is used in predicting future behaviours, through the cause-and-effect phenomenon. The quantitative research has however been criticised for a number of its limitations. Firstly, it is based on the fact that subjectivity should not be allowed in a scientific study. However, Hallebone& Priest (2009) questioned the validity of this argument, stating that the human behavior cannot be understood without focusing on the subjective nature. The human feelings, attitudes, beliefs and perceptions are all subjective in nature. In business related studies, understanding these complex human behaviours is imperative (Collis & Hussey, 2009). This owes to the fact that it can assists in decision making, among the entrepreneurs, who want to attract and retain customers. Secondly, the assumption that scientific studies should be consistent, with an ability to predict a similar behavior in future, has also been criticised. According to Keating, (2008), social phenomena changes from one geographical location to another. Secondly, culture complex and different, hence people would be expected to respond different to a similar social phenomena. For this reason, the cause-and-effect phenomena may not always apply in certain social problems. Experiments, Quasi-experiments and Surveys The three main types of quantitative research method include the experiments, quasi-experiments and surveys (Yin, 2009). The experiments are mostly carried out in controlled conditions, such as in the laboratory environment. Normally, there is a control variable, which is modified from time to time to see how other dependent variables are affected. One of main advantages of experiment methods is that it can support the causal-and-effect of behavior and ensure the reliability and validity of study (Davies, 2005). However, it is unable to study the subjective human behavior (Field, 2013). Further, the quantitative research is conducted using the survey methods. The collection of data takes place in a larger sample, where questionnaires are commonly used (O’Leary, 2010). Qualitative study Qualitative research is commonly referred when there is a need for an in-depth analysis of human behavior (Anderson, 2009). It is a method that is also used in studying the human nature that is unquantifiable, such as attitudes, beliefs, and perceptions (Black, 2003). Unlike in the quantitative research when social behavior is said to be predictive, the situation is different under the qualitative research. The assumption is that due to complexity of human behavior, cause-and-effect phenomena should be eliminated. According to Dash (2005), the main objective of qualitative research is to answer the question ‘How.’ It is a method that is used, not only to understand the social phenomena, but also to explain why people behave the way they do. This is one of the main advantages of the qualitative studies (Kincheloe, 2008). Unlike in quantitative study where a large sample is required for a study, a smaller sample, or focused group is used in qualitative research. The question of generalization does not arise under qualitative research. This owes to the fact that human behavior is complex; hence, generalization would amount to biasness. Focused groups, participant observation, and case studies According to Hancock (1998), Focused groups, participant observation, and case studies are some of the main methods that are used in collection of qualitative data. These methods are vital to business related studies, especially when there is a need to understand human behavior. Focusing on a particular study subjects and using a smaller sample increases reliability of a study (Holloway, 1997). The interviewing techniques are commonly used in the qualitative study. They play an imperative role of providing more information, and in clarification of information, that is ambiguous (Kitching, 2008). While the qualitative study has been effective in the study of human behavior, it has been criticised for being biased (Walliman, & Walliman, 2011). This owes to the fact that it studies variables that cannot be verified or quantified. Discussion, analysis and evaluation The quantitative research plays an imperative role in the world of business. It assists in making informed decisions that transforms organizations positively (Mariyani-Squire, 2008). With the predictive nature of human behavior, coupled by the fact that the studies are scientific in nature, the quantitative research findings are applicable in business (Hallebone & Priest, 2004). For instance, several surveys have indicated a correlation between employee satisfaction and the level of productivity. The research findings have been consistent across cultures, hence the generalizability of the quantitative research methodology. The quantitative research ensures that data is presented in charts, tables, graphs or in numerical forms. It provides facts that are easier to understand and apply (Macionis & Gerber, 2010). This makes the quantitative research the commonly preferred method is business related studies, owing to the perception that it provides information that is more objective. However, the quantitative research methods, such as experiments make it difficult in the study of human behavior. In the business world, most of the studies are focused on understanding human behavior (Sayer, 2000). This assists in appreciating the perceptions, attitudes, tastes and preferences of customers. With the quantitative research, it is not possible to answer the question ‘why?’ This owes to the fact that such a question would elicit some subjective variables, which are inadmissible in a quantitative research. While objectivity is imperative in a scientific study, the main goal would be how to study unquantifiable human variables that are play a significant role in affecting human behavior. This quantitative research is therefore, considered weaker when it comes to the in-depth analysis of human behavior. The survey, one of the quantitative methods commonly used in business related studies, has a number of strengths and weaknesses. Surveys make is possible to study a large sample (Keating, 2008). National-wide survey, for instance, can be conducted in an effort to study a given social phenomena. The method is also cheaper compared to other research techniques. In a survey, data can be collected through mail, or telephone calls. However, survey research methods can be time-consuming, have low rates of response, and can yield biased information (Brown, 2006). It is also difficult to probe the information provided for clarity purposes (Allan & Randy, 2005). In this sense, the validity and reliability of the quantitative research findings depends on the genuineness of the research subjects. The qualitative research methodologies have played a significant role the understanding of human behavior. In order understand a given social phenomena, an in-depth analysis of human behavior is imperative. This explains why qualitative methods such as participant observation and focused group are necessary. In participant observation technique, the researcher is expected to be engaged in the activities of the study subjects. This means that he/she is expected to spend a considerable amount of time with subjects, observing both their covert and overt behavior (Denzin, & Lincoln, 1995). This method ensures that collected data is more reliable, as it is first-hand information. On the other hand, though, this kind of qualitative research method is time-consuming and expensive. For this reason, it may not be economically viable. The case study method of qualitative research is also commonly used in the business related studies (Arthur, Waring, Coe & Hedges, 2012). The method focuses on a particular subject of interest. For instance, the case study could be directed in a certain focused group with an aim of finding out why they have negative attitude towards certain goods. Issues of beliefs and attitudes may be established, hence assisting in making necessary modification to make goods more appealing. Case studies assist in collection of reliable and valid information, reflecting the true nature of the environment (Bryman, 2008). Despite being the most effective in analysing human behavior, case studies are expensive and time consuming. Findings and relevance of study The literature review demonstrated that both the qualitative and quantitative research is commonly used in business related studies in an effort to understand human behavior. The findings on quantitative research methods were that the data collected is generalizable. It can be used in the prediction of future studies, and making necessary decisions. The literature review also indicated that the quantitative research focuses only on quantifiable variables. Any information that is subjective in nature is regarded as unscientific. On the other hand, through, the study findings indicated the importance of qualitative study in understanding and explaining human behavior. The qualitative study provides an in-depth analysis of human behavior, making it possible for the managers to make informed decisions based on findings. This study is of significant as it assists in understanding strengths and weaknesses of each methods of study. With this kind of information, one is able to make a choice of which method would be the most appropriate in a particular study. For instance, from the study, I would prefer the qualitative research method when there is a need to study the perceptions, beliefs and attitudes of customers. However, due to the strengths and weaknesses of each method, I appreciated the fact that it would be necessary in most cases to use both methods in a study (triangulation). This would ensure that the data collected is more reliable and valid. However, more studies need to be done to determine how the issue of reliability of research findings can be achieved. For instance, the samples used, and methods of data, collection may yield invalid data, hence making study findings biased. References Arthur, J., Waring, M., Coe, R., and Hedges, L. V. 2012. Research Methods and Methodologies in Education. London: SAGE Publications Allan, AJ, Randy, LJ, 2005, Writing the Winning Thesis or Dissertation. 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(2009) Case Study Research: Design and Methods (4thedition). London: Sage Read More