Qualitative & Quantitative Research Methods - Essay Example

Market Research Name Institutional name Date Scenario one As a marketing manager of the commonwealth bank of Australia, I would like to find how our company is doing as compared to the other banks. By doing this, I will need to perform a research by getting different views from the different customers in the local market. In addition to this, I would also like to know whether the new advertising campaigns that we have been running are getting noticed by the different customers in the existing market. For this reason, the bank has been so generous to provide our department with the necessary funds to perform the research. Due to the above reasons, I have decided to outsource a research professional providers and I expect them to use the following research methodology (Kumar, 2005, p.25). The target population that is to be used in this research should all the existing customers and potential customers of our bank in the country. Since it will be almost be impossible to reach the target population, I would suggest that they pick samples of customers from our various branches in the country. In conducting this research both the qualitative and quantitative methods can be used. Qualitative methods are those methods that are used when the data to be collected cannot be quantified. For example, the customer's feelings, about the quality of the services that the bank is providing, that is, is are the services good or bad or average (Coker, 2003, p.92). Quantitative methods are those methods that are used when collecting data that can be quantified or data that can be put in numbers (Coker, 2003, p.93). For instance the numbers of people are who are satisfied with our services and the number of people who are not satisfied with our services can be calculated into a percentage. There are different methods that can be used in the collection of data in this research. The first method which can be used is the use of questionnaires. A questionnaire is a document that is filled with a list of question related to the subject of the research .the different questionnaires that have been prepared will be issued out to the sample group for them to respond. The use of a questionnaire is a valid method because the customers are able to respond to the different questions more freely and independently. Additionally, it is more reliable and efficient because the response by the different customers is usually instant especially when the questionnaires are sent through mail. The second method of data collection that could be used in the research is face to face interview method. This is where the research agents are sent out to ask the customers question on a face to face basis. For instance, they can be sent out to ask whether they have seen the new advertisement campaign and what they think about the advert (Onuengubunzie & Leech, 2005). The method is valid because the research agents are able to probe for more information and see the non -verbal expressions of the customers. The method is reliable due to its high level of clarity and instance responses to the different questions asked by the research agents. However these data collection methods have disadvantages that could prove to be problematic to the research and also could be restraining to the available resources. First the data collection methods can be very expensive. For instance the transport costs, which are involved in the two methods of data collection that is face to face and the questionnaires may be restraining to the budget .The second problem is that the respondents may be biased in responding to the different questions which are asked .due to this there may be distortion of information leading to making poor conclusions. In conclusion, if secondary data is available from secondary sources such as books, journals and newspapers then it would be very helpful for the researcher to use them in the research. This is because it will help in improving or making the research to be more credible. Additionally data collected using both the quantitative and qualitative is said to be more credible and reliable when used together as compared to when they are used separately from each other. Moreover the data collection methods that have been suggested that is questionnaires and face to face method have been known to be very efficient and valid since there response is usually not delayed. Scenario two Most parents avoid the movie theatre because they worry or fear their kids may disturb them and other viewers by crying or moving around causing disturbance. This means that when there is a disturbance, there will be no concentration on the part of the viewers leading to a low turn out to the movie theatres in both the parents and other viewers in general. It is because of this reason, 'the babe in arm' session where the parents or guardians can bring their children to the movies and not worry about them crying or running around. Due to this, as a marketing manager I have launched a research to find out whether there will be demand for the different nominated movies by the parents or the guardians. The target population in this case would be the different parents and guardians in Adelaide; since the budget for this research is moderate I would suggest the use of sampling techniques to acquire a sample from the large target group, and that the sample size should also be moderate. The sample design should be one that will almost get a sample from each part of Adelaide. The best methods for collecting the data for the research should be quantitative methods. This is because demand will easily be calculated or derived from data collected quantitatively than it would be from data that was collected using qualitatively. for instance it would be easier if the researcher found out what number of parents or guardians would attend the session as compared to asking how they felt about the session of 'babe in arms'. I would suggest the use of the following data collection methods. First face to face interviews would be appropriate, where the selected parents or guardians would be interviewed about whether or not they would attend the babe in arms session (Dawson, 2002, p.35). Additionally they may also be questioned about what price they may be willing to pay and on their thoughts about the babe in arms session. The method is valid because the number of parents or guardians who are able to attend the session is gotten and various suggestions are made on any improvements that the parents might want to see. After the interview is concluded and a number of parents seems to be leaning on a particular side generalizations from the interviews can be made. The method is reliable because it can provide accuracy and repeatability, where the same questions are asked to the parents and guardians and even though the answers may vary I would recommend the use of close ended questions in the interview given the data is been collected quantitatively. The second data collection method I would suggest due to the moderate budget is the use of focused group discussion. This method is rapidly becoming popular (Will, Bertrand & Fransoo, 2002, p. 248). It involves holding a group discussion with carefully selected members from the various regions representing a different group of people or region coming together to give views about a certain product or service .they also give suggestions on how the product or service can be improved. This method will be good for generalization purposes that is from the group discussion the researcher can infer how the other parents will react and if they will come to the session or not. The method may not be as reliable as the researcher would want it but considering the moderate budget it would serve the function appropriately. The problem with using interviews as a method of collecting data in this research is that the method may prove to be expensive; this is taking into consideration of the transport cost and the number of research agents that might need to be employed in order for the research to take little time. The other con with this method is that it will take a longer duration for the results to be obtained and be put into use. On the focused group discussion the main disadvantage is that the group may not be very representative of the targeted population. It may end up picking people with the same kind of view or people from maybe the same age gap and it may completely not include a representative from a crucial group in the target population. This particular research is about finding out the number of parents or guardians who will come to the babe in arms session that is why the data must be collected in quantitative manner. This will make it easier to analyze the data and come up with the appropriate conclusions. Unlike if we collected data qualitatively it would be data that will not be useful in our research or in attaining our research objectives. Secondary data in this case may not be available, mostly because the research is more specific and is referring to a certain area or to a particular group of people in a particular area. It will most certainly almost be impossible to find such documented information to be used in the research. Scenario three In the service business like a salon customer's satisfaction is what is most important, because if you give your customers excellent services that exceed their expectations they will definitely come back and also spread the word to their friend about your services. As a new salon owner I would like to understand how loyal my customers are and ways in which I can attract new clients. The funds of the research though are limited and I will have to very cautious of what methods of data collection I will employ to the research. The target population in this case is a small population; I would suggest it to be the number of people who live on Rundle Street or within its vicinity. I would also target the customers coming for service in the salon and ask for their opinion after the service that they wanted is delivered. Data in this instance will be best collected qualitatively because the main aim of the research is for me to understand why they stay loyal and ways in which I can bring in more customers .I want to understand what they feel about the standards or quality of the services the salon is offering, this type of information becomes hard to quantify thus the need to use qualitative method. The appropriate data collection method for the researcher to understand why customers remain loyal would be the use of case study (Mellette, 2004, p.8). A case study is where a researcher chooses a specific group of people from a target population and studies them for long so as to understand their behavior, why they behave the way they do and from this case study then the researcher is able to generalize information from the case study to refer to the whole population. In this case for instance the researcher can decide to study the loyal customers and be able to understand why they keep coming back to that same salon. The method may not be valid but when using qualitative means of collecting data, data collection methods tend to be limited. The second method that can be used is the use of face to face interviews or questionnaires where the customer is asked to rate the service that has been provided .the face to face method can be used during the service provision and on the people who have not yet visited the salon. The questionnaires are a valid method of collection of data because the customers will be in a better condition to reveal what they would like changed and what they don’t like, the information also will be reliable as it will give different answers for the same question therefore giving variety. The main disadvantage about using qualitative means of collecting data is the fact that methods of collection of data are limited (Nykiel, 2007, p.46). The most commonly used is the case study which might be costly especially considering the resources are strained .it may also take a long period of time before the researcher acquires enough information so as to be able to analyze and make conclusions. The questionnaire and the interview may not be able to correctly capture the feelings of the existing customers and the potential customers. The research has very limited funds so it may not capture enough or adequate information that can be used to give excellent results, thus the study may not fully achieve its objectives as I would have wanted. Plus research dealing with qualitative data proves to be difficult to properly or quickly analyze the data collected because you are mostly dealing with how people feel and behave. Secondary data in this particular research will be limited to find but in case other case studies on why people remain loyal to a certain place have been conducted they will certainly be useful in this research. References Coker, C., (2003), Research methodology, Contribution of Traditional Schooling to the Education of the Artist in Sierra Leone. 84-105. Dawson, C, 2002, Practical Research Methods, UBS Publishers’ Distributors, New Delhi. Kumar, R., 2005, Research Methodology-A Step-by-Step Guide Beginners, (2nd.ed.), Singapore, Pearson Education. Mallette, M. H., 2004, literacy research methodologies, Guilford Press, New York, NY. Nykiel, R. A., 2007, Handbook of Marketing Research Methodologis for Hospitality and Tourism, Routledge, Washington DC. Onuengubunzie, A. J. & Leech, N. A., 2005, International journal of social research methodology, Routledge, Retrieved From http://www.informaworld.com/smpp/content~db=all~content=a727473132 Thomas, M. R., 2009, Blending qualitative & quantitative research methods in theses and dissertations, Corwin Press, New York, NY. Will , J., Bertrand, M., & Fransoo, C. F., 2002 "Operations management research methodologies using quantitative modeling", International Journal of Operations & Production Management, Vol. 22 Iss: 2, p.241 – 264. Read More