Essays on Research Skills For Marketing Assignment

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The paper "Research Skills For Marketing" Is a great example of a Marketing Assignment. Quantitative and qualitative forms of research have been in use since time immemorial. These two methods depict different ways of performing research. The paper examines these two types of research methodologies, their applications, and limitations in the business world. Their discussion is meant to postulate how these research methodologies can be used to determine the motivation factors for SWLS leisure centers. Qualitative Research Qualitative research focuses on comprehending certain research issues from a perspective provided by a local population sample involved.

It is a scientific-based approach that unfolds on an investigation seeking a solution to a particular question, collects necessary evidence and goes ahead to present findings, which are applicable beyond study. Consequently, it possesses the capacity to provide sophisticated textual descriptions on the manner for which certain people experience given research problems (Franklin, 2012). Qualitative research presents information on the human side of an issue such as emotions and relationships and also, intangible factors like social norms and gender-specific roles. There are about three most-preferred qualitative methods that include; first, there is participant observation, which is used in the collection of data on naturally occurring relationships within their normal contexts (Franklin, 2012).

Secondly, the methods involve in-depth interviews. It is explored in order to collect data on people’ s level of histories and views and experiences especially for sensitive topics affecting a population. Thirdly, qualitative research involves focus groups, which are deemed effective in obtaining information on cultural norms of a certain group of persons and establishing wider perspectives of problems or concerns. Thus, SWLS can use qualitative research to explore a given established phenomenon, which in this case lies in finding out motivational factors to visiting the center (Franklin, 2012).

The methodology also facilitates an iterative study design, which involves easier adjustment to elements of data collection and research-based questions. Following this line of reasoning, the research study can be used to describe aspects of possible variations and individual differences on matters of leisure time. Limitations of Qualitative Research There are numerous limitations associated with qualitative research methods, which can hinder the process of finding out the motivation factors for visiting SWLS Leisure Centers.

Some of these limitations include; first, the amount of knowledge provided might fail to generalize other people or settings (Mays & Pope, 2000). It basically means that the methodology might be distinctive to fit in with a few participants in the study at hand. Secondly, qualitative research makes it difficult to establish quantitative predictions related to seeking the rationale behind motivation. Thirdly, the methodology lacks the capacity to test hypotheses as well as predictions regarding large sample pools. Fourth, the methodology consumes more time in data collection and analysis in comparison to quantitative research (Mays & Pope, 2000).

Fifth, results and findings of qualitative research are prone to direct influences of researchers’ own bias hence affecting the overall reliability of findings in establishing the true nature of happenings. Real-Life Business Applications Modern organizations employ a qualitative research approach in most of its marketing-related strategies. For instance, marketing department might engage in qualitative approaches to determine the size of market gender that can be attracted to a new product previously developed for either females or males. Subsequently, the organization use this research technique can be used in consumer familiarization as well as a cultural assessment of particular products in the market.



Bryman, A.2008. Social research methods. Oxford: Oxford University Press.

Franklin, M, I.2012. Understanding research: Coping with the quantitative-qualitative divide. London. Routledge

Mays, N & Pope, C.2000. Assessing quality in qualitative research. British Medical Journal, 320, pp.50-52

Mahoney, J & Goertz, G.2006. “A tale of two cultures: Contrasting quantitative and qualitative research”. Political Analysts, vol.14, pp.227-249

Silverman, D.2011. “Qualitative research: Issues of theory, method and practice”. 3rd Ed. London: Sage Publications.

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