This paper discusses the two main type of research methods, namely qualitative and quantitative analysis as well as exploring the advantages of each method. Qualitative research is an exploratory technique used to understand various underlying opinions, reasons, and motivations (Bernard & Bernard, 2012). This technique provides insights into the problem and helps in developing hypothesis or ideas for potential quantitative research. The qualitative method of research is also used to reveal trends in opinions and thoughts, thus enabling more in-depth analysis of the problem. Some of the conventional approaches that are employed include individual interviews, participation or observation, and focus groups. This type of research makes use of a small sample size where respondents are chosen to fulfill a provided quota (Bryman & Bell, (2015).
On the other hand, quantitative research method enables the quantification of the problem by the generation of numerical data or use of data that can be processed and transformed into usable statistics. This technique can quantify opinions, attitudes, and behaviors among other variables as well as generalize results from a given sample population.
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One significant advantage of qualitative research technique is it involves a simple and less complicated design plan before research, a feature that gives the researcher freedom to choose the best approach of starting the study (Bernard & Bernard, 2012). However, this method of research tends to provide the researcher a subjective view of the work and its participants, as the individual conducting research usually interprets the study according to her or his biased view that can skew that collected data. On the other hand, quantitative research enables the researcher to provide objective findings regarding the research. Quantitative research work can be used in to test hypothesis in experiments since it can measure data using statistics. However, this technique requires a large population sample for the study to improve the level of accuracy of the research.
The qualitative data, such as customer behaviors, desires, needs, use cases, and attitudes among other vital information is essential in designing the company’s products that can fit into the life of the users. According to Bryman and Bell (2015), the quantitative research provides standardized data, which allows statistical comparison of different parameters and variables that are essential in planning for the company’s activities. While qualitative and quantitative research techniques each have their merits and demerits, they can be more effective when used jointly.
References
Bernard, H. R., & Bernard, H. R. (2012). Social research methods: Qualitative and quantitative approaches . New York, NY: Sage.
Bryman, A., & Bell, E. (2015). Business research methods . Oxford University Press, USA.
