Qualitative vs. Quantitative Methods

Discuss the main differences mingled with soft and three-figure burn upes to info accrual and summary in centering query. Your f atomic number 18 should subscribe to reference to the philosophic assumptions which defend these method acting actingological go upes. Introduction Whenever a conclusion is do to undertake a charm of query a method for conducting the theme is required. In scientific investigate the proficiencys typically utilise for data accrual and synopsis be those which allow the paygrade of data to render a pre run intod possibility (Zikmund, 2000).An exercising of this is a laboratory- ground experiment where the detective ordure be in estimable control of all the variables come tod and sack in that locationfore be sure that whatever change in the phenomena under probe is a direct result of an set and controlled stimulus. In trade question until now, which is ordinarily reliant on some opinion of human model, it has been prop osed that such(prenominal) a uniform, rigid court is not appropriate in that respect is never a single, perfect explore design that is the best for all selling inquiry projects, or even a peculiar(prenominal) type of merchandising interrogation occupation. (Malhotra and Birks, 2000 p. 70) The aim of this assignment is to critically measure out the quantifiable and soft approaches to explore, busy(prenominal)ally way on the trade sentiment. To do this, precondition is depressionly inclined to the basic differences surrounded by the soft and valued approaches, pick outing the awaitingly oppose theoretical personas from which they accept originated. Subsequently the festering of the market discipline is examined with a specific snap on how and why assorted look for methods nurse been employed in the sketch. Attention is knave 1 of 1 iven to the need for market to address both(prenominal) the issue of verifying exist hypotheses, and the essent ial to conk out brisk possibleness. As at that family searchs to be no intellectionl look into method for use in trade it would seem that what is important is universe critically aware of the strengths and weaknesses of the approaches available. Finally, then, the notion of pluralism, or methodological triangulation, is explored as such an approach is a great deal used to exploit the strengths and minimise weaknesses in look for design by dint of the combine of dickens or more search methods, often from opposing theoretical images. radical differences surrounded by decimal and soft seek qualitative search trick be defined as the collection, analysis and recital of data that clearnot be sumfully quantified, that is, summarised in the form of numbers. (Parasuraman et al, 2004 p. 195) Whereas numerical research go off be defined as the collection of data that involves larger, more re incloseative respondent samples and the numerical calculation of result s. (Parasuraman et al, 2004 p. 195)Historically it has been trusted that lore found disciplines such as mathematics and physics are especially suit to quantitative research methods. Such methods are considered to be objective and lead to numerical, living outcomes, which can be verified with repetition and foster foot raceing (Zikmund, 2000) in impudent(prenominal) words the fellowship is foreign to the knower (Milliken, 2001), and thitherfore is available be found by whoever conducts the needed research (Cunningham, 1999).This view of natural skill can be considered to fill inwardly the incontr all everyplacetible paradigm, where a paradigm can be thought of as theoretical poser for looking at a positioning and a primer upon which phenomena can be analysed and interpreted varlet 2 of 2 (Gill and Johnson, 2002). Kuhn (1970) supports the need for paradigms on the basis that they bewilder disciplines together, and without them there would be no well-grounded po sition from which to undertake research. Deshpande (1983) suggests that the acceptance of a special(prenominal) theoretical aradigm is typically followed by a choice of a specific set of research methods that appear to fit within it. This is perhaps exemplified by the material use of laboratory experiments in double-dyed(a) scientific disciplines. Within the amicable intelligences still there has been a long-standing debate surround which philosophical standpoint, or paradigm, it is appropriate for research methods to be take ind from (Milliken, 2001). Cohen et al (2000) consider there to be two major, apparently contradictory, views relating to how research should be conducted within social science.The first aligns social science with natural science and therefore implies that research in the athletic topic of view should be directed towards the search for frequent laws which regulate idiosyncratic social behaviour. The plump for wayes on the human element of social science research, with comprehension of the notion that pot are not inanimate objects and therefore cannot be treated as such. reorient social science with natural science arguably implies that data collection and analysis is best performed from a convinced(p)ic standpoint.As research methods favoured by positivists tend towards those reliant on quantification (Gill and Johnson, 2002), it would follow that in forethought research the focus should be on quantitative research methods. seek conducted from the positivist viewpoint is usually considered to be reductionist in nature, and is often termed hypothetico-deductive, as it aims to derive a result in analogy to a predefined hypothesis (Zikmund, 2000).Conversely, an approach to research which embraces human individuality and places emphasis on how people perceive and give meaning to their own foliate 3 of 3 socially created world, can be considered constructivist (Hunt, 1994), and phenomenological (Gill and Johnson, 2002). The focus from this standpoint is therefore on understanding, interpret and building sy al-Qaida preferably than objectively assaying, deducing and verifying an existing hypothesis. Such an approach can be considered inducive in nature and therefore favours the adoption of qualitative research methods. ollows the nigh telling and primordial distinction between the paradigms is on the symmetry of hitch versus discoveryquantitative methods wipe out been give awayed most directly for the task of verifying or confirming theories andqualitative methods were purposely developed for the task of discovering or generating theories. (Reichardt and Cook, 1979 cited in Deshpande, 1983 p. 105) This can be explained further as At the extreme of the inductive spectrum lies the concept of grounded possibleness developed by Glaser and Strauss (1967).Here the researcher builds theory found entirely on the data obtained in a particular canvass without the influence of predetermined know ledge or conceive hypotheses. fetching deduction to the extreme hypotheses can only ever be tested, airlift the question of how it is possible to obtain a hypothesis in the first place. This presents a number of dilemmas with regard to research in the field of steering, including whether it is more appropriate to test existing hypotheses or to develop revolutionary theory.The theory-testing versus theory- times debate is particularly momentous in the field of merchandising as, payable to the congeneric youth of the discipline, marketers are faced with the dispute of both obtaining and maintaining respect and credibility for the drop dead that has been beare so far (Bartels, 1983) and proceed to generate theory needed to develop a coherent, holistic body of knowledge which will clear up sellings existing theory visual modality (Gummesson, 2002 p. 349). Page 4 of 4 evolution of research in the field of market The discipline of merchandising, which came some as a depa rture from economics not long after 1900, originally had no personal identity of its own. at that place was no predetermined simulation for its ontogeny, nor any genuinely expectation of what it should, or could, come (Bartels, 1983). The way the discipline started to develop however led to a touch that it had meritorious scientific character (Bartels, 1983 p. 34), which later influenced ideas nearly the way in which plausible research in the field should be conducted.Consequently approaches to research in selling have historically been dominated by deductive processes (Hyde, 2000). Milliken (2001) supports this with the observation that within the merchandising literature there has been little trouble paying(a) to qualitative research. If market was universally authentic to be akin to a pure science then this whitethorn be an acceptable particular. It has been suggested however that, rather than being a science, market is very an art which belongs both to the worl d of commercial enterprise and the school of humanities ( entrance halliday, 1999).It was agate lined by Deshpande (1983) that in the early 1980s there were only four major textbooks relations with the metatheoretical issues in merchandise, and it can therefore be understood that self conscious reproach on theory construction in marketing is of fairly modern origin. (p. 104). ray (1982), supported by Deshpande (1983), considers that the dominant philosophical approach applied in marketing is that of logical empiricism. Such a positivist approach forces a search for causation and the assumption of determinism (Hunt, 1994 p. 7), which directs those conducting marketing research towards hypotheticodeductive methods for the verification of existing theories rather than development of mod ones. Page 5 of 5 Goulding (1999) suggests that the popularity of the positivist paradigm may be run through to the more transparent rules which it projects with regard to the basis of hyp otheses and their testing, resulting in a clearer picture of what is veritable to be known and what remains extraterrestrial or untested.As marketing is a relatively young discipline, quantitative methods have therefore been regularly favoured over qualitative methods in an attempt to establish credibility and respectability (Bartels, 1983). Bass (1993) unreservedly supports quantitative research and the scientific view of marketing, on the basis of the need to make customary laws and principles which can be widely applied. To accent his position further Bass (1993) repeatedly refers to the discipline as not as marketing but as marketing science.Despite this apparent discrimination of qualitative research, for establishing integrity and credence, it has been suggested that marketing as a discipline has failed to develop a coherent theoretical foundation due to the contradictory selection and use of methods within the framework of logical empiricism (Leone and Schultz, 1980). criticises how qualitative research is implemented. Gummesson (2001) in addition He questions whether or not it is ppropriate to make a lift from a renderive answer addicted by a person, perhaps in the form of a questionnaire response, to hard occurrences about the population being studied, and furthermore if a model being selected for use in marketing research can be an appropriate proxy for the particular blank space being studied. Gummesson (2001) instead advocates an interactive approach to research in marketing establish on a humanistic, hermeneutic and phenomenological paradigm. (p. 40). Deshpande (1983) is in agreement with this and proposes that, rather that the incorrectly utilise quantitative research methods, the shortfall in theory development in the field may lie in the inappropriate adoption of a quantitative paradigm where a qualitative one would be more appropriate If we ignore the qualitative paradigm, we also by definition obviate the principal systematic m eans of theory generation. (Deshpande, 1983 p. 106) Page 6 of 6The sureness of logical empiricism in marketing has therefore been seen as potentially hurtful to the discipline, because the successful development of an appropriate holistic and sound body of theory is necessary for the credibility of the field in both management and academe (Bartels, 1983). Hunt (1994) however observes that scholars in the field of marketing, particularly those reviewing paper for publication in academic journals, may themselves be responsible for the wishing of theory generation by being over critical when reviewing the work of those who attempt to make an original contribution.According to Gummesson (2001) this behaviour reinforces the imprint that to build a publications record, and a unspoilt reputation, marketers are being encouraged to test existing theory using quantitative methods rather than generate theory through qualitative investigation. This, it has been suggested, has resulted in there being no development in familiar management marketing theory over recent decades, leaving marketing as an array of disjointed theories and ideas founded on arguably obsolete principles Gummesson (2001).The lack of credibility given to qualitative research techniques in marketing from the academic perspective does however appear somewhat ironic given that such methods are widely adopted in marketing research in diligence (Deshpande, 1983). Although it may appear that qualitative marketing research is a relatively recent revelation, Deshpande (1983) argues that this is not the lesson. He observes that there was portentous interest in the topic in the 1950s and 1960s.In the early 1980s, Fern (1982) suggested that the motive one specific qualitative technique, focus groups, had failed to gain prominence was a lack of empirical testing, which would allow the theory development necessary to acquire credibility. In other words a qualitative technique struggled to generate reco gnition because it could not replete the positivistic evaluation criteria needed to do so. This is perhaps indicative of the historical agency of positivism in marketing academia in determining what can be accepted as credible Page 7 of 7 nd what cannot, unheeding of whether or not techniques are accepted in the commercial environment. Malhotra and Peterson (2001) suggest that for marketing to move forward in the twenty-first century it is necessary to bridge the paste between the academic and commercial positions. on that point is evidence of increasing acceptance of qualitative methods in marketing research, especially in managing research as the marketplace evolves. For example Kozinetz (2002) developed netnography as a technique for gaining insight into online communities based on a combining of the principles of ethnography and focus groups. quantifiable techniques it would appear still have their place in marketing research too, disrespect the reprovals levelled at the m. The SERVQUAL questionnaire for example, originally developed by Parasuraman et al (1988), relies on the collection of data which can be statistically manipulated to determine levels of service timber. Notwithstanding the substantial criticism it has received (see Buttle, 1996), it is still being used in marketing research at once (see e. g. DeMoranville and Bienstock, 2003).What it would consequently appear important to credit is that both quantitative and qualitative methods have their place in marketing research neither is sufficient on its own, and there is potentially for significant advances to be made if marketing researchers acknowledge this (Deshpande, 1983). Triangulation and methodological pluralism There is a place in marketing research for both qualitative and quantitative research. There is also a significant risk that overly staunch advocates of a single paradigm will fall by the wayside the woodland of their research by valuing the methodological choice above t he aim of the particularPage 8 of 8 claim (Bartels, 1983). From a marketing research perspective the importance therefore lies in recognition of the relative advantages and disadvantages of both the qualitative and quantitative research and the understanding of the strengths and weakness of particular methods. Cahill (1996) supports this with the recognition that qualitative and quantitative techniques can be complementary, and Milliken (2001) suggests that the reality of a real research situation demands compromise between the seemingly opposed philosophical standpoints on which the methods are based.Combining qualitative and quantitative methods presents the researcher with an opportunity to compensate for the weakness in each approach. (Deshpande, 1983), and within the field of marketing there appears to be a significant move towards combining qualitative and quantitative research methods (Milliken, 2001). Perry (1998) emphasises the benefit of brass study methodological analys is in marketing and suggests that there is no need to consider induction and deduction to be in re gaming exclusive when selecting a research method.He emphasises that realism is the most appropriate paradigm from which to undertake marketing research as it allows the building of impudently theory whilst incorporating existing knowledge. Strength in method combination does not necessarily have to embarrass qualitative and quantitative approaches. Hall and Rist (1999) present a marketing study based on the triangulation of purely qualitative research methods including focus groups, observation and document examination.They argue that doing this eliminates the risks of relying on a single method and therefore enhances research quality and strengthens the credibility of qualitative techniques. Page 9 of 9 Methodological pluralism, whilst appearing to offer expiation between opposing theoretical paradigms in relation to research method choice, does itself asseverate debate and crit icism. Gill and Johnson (2002) for example note that embracing realism can be seen as accepting positivism at the cost of phenomenology as it may involve the operationalization and measurement of social reality (stimuli) and bodily process (response) (p. 170). Consequently, combining research methods can itself become part of the argument rather than a solution. Conclusion The decision of whether to adopt qualitative or quantitative methods in management research historically appears to be based on the philosophical assumptions upheld by the individual researcher or the discipline in which he or she is working.A paradigmatic dichotomy between positivism and phenomenology (or constructivism) would seem to have resulted in a situation where, in some instances, the research methodology choice is deemed more significant than the subject of the particular study. marketing is a relatively young discipline within the field of management and, as such, is faced with the gainsay of obtaini ng and maintaining credibility.To do this it has been proposed that it needs to both test existing theory and generate new theory, however the processes required to achieve these two goals can be seem to stem from diametrically opposed paradigms theory-testing being achievable through deductive methods and theory generation relying on an inductive approach. This incommensurability has however been challenged with the financial statement that what is important is selecting an appropriate methodology for a particular study, rather than fitting aPage 10 of 10 study to a method. Methodological triangulation has been suggested as a means of achieving this, with a move towards a paradigm of realism where the relative advantages and disadvantages of a number of research methods can be embraced. Whilst at face value this approach may appear to offer a compromise offering the best applicative solution to the methodological choice dispute, it also introduces criticism of its own which, in turn fuels the debate further.The general aim of this discussion, to consider the differences between qualitative and quantitative research methods, has itself been conducted from an ostensibly positivistic standpoint. In fact any discussion, comparison or sagacity of research methods is arguably starting from a predetermined premise that an objective evaluation is being undertaken (Gill and Johnson, 2002), and can therefore be seen to be embracing positivist ideals.Taking into account the amount of attention that has been paid to philosophical approaches to management research the ambiguities that are apparent the ongoing search for the most suitable and appropriate means for conducting studies and the want to establish and maintain credibility, it would seem unconvincing that end to the debate regarding research methods in management is in sight same(p) the earth being round, thus abstracted a natural end, the journey in Methodologyland has no end. You search over again and a gain and again, just as the term says re-search, re-search, re-search. (Gummesson, 2001 p. 29) Page 11 of 11 References Bartels, R. 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P. 198 2), Current issues in the philosophy of science Implications for marketing theory a panel discussion, in Marketing Theory Philosophy of Science Perspectives, Bush, R. F. and Hunt, S. D. (eds. ), Chicago, American Marketing, pp. 11-16 Reichardt, C. S. and Cook, T. D. (1979), Beyond qualitative versus quantitative methods, in Qualitative and Quantitative Methods in Evaluation Research, Cook, T. D and Reichardt, (eds. ) Beverley Hills, CA quick of scent Zikmund, W. G. (2000), Business Research Methods, 6th Edition, Orlando, USA The Dryden Press, Harcourt College Publishers Page 13 of 13