To successfully run a business, managers need insights. Some of these insights can be obtained by merely observing the environment. However, there are some insights that call for some more effort in research. To aid in decision making, businesses often undertake research (Myers, 2008). This research is mostly of the qualitative type. The key purpose of qualitative research is to reveal the underlying forces that are responsible for a given phenomenon. For instance, a business may carry out qualitative research to investigate the factors that are behind the decline in demand for a particular product. Qualitative research is applied broadly in the field of business and management. This paper explores the various research methods that applied in this field.
Qualitative methods in business and management
There are a number of qualitative research methods that can be applied in business and management. Observation is one of these methods (Bryman & Bell, 2015). Essentially, this method involves the researcher examining the behavior of participants while keeping an eye out for key traits and habits. For example, the researcher may observe how the participants respond to a given product. Such expressions as smiling can be taken as indication that the participant likes the product. Conducting interviews is another method of qualitative research that is used in business and management (Bryman & Bell, 2015). The researcher poses questions with the aim of understanding the behaviors and perspectives of the participants.
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Interviews and observation are not the only methods that researchers in the field of business and management rely on. In addition to these methods, the researchers also use focus groups (Bryman & Bell, 2015). These are groups that are composed of individuals from diverse demographic backgrounds who come together to discuss a given product prior to its launch. Focus groups allow researchers to understand how a product will be received before it hits the market. Internet research is another method that is used in the field of business and management (Bryman & Bell, 2015). The advances made in the development of the internet have made it possible for researchers to engage directly with participants. Social media has particularly offered researchers a platform to understand markets (Bryman & Bell, 2015). Today, it is possible to conduct short surveys on social media platforms. Google Analytics is one of the tools that are used by companies. A report released recently indicated that as many as 56% of businesses rely on this tool for research purposes (Moth, 2013). The example of Google analytics underscores the important role that internet research is playing in the current business environment. Each of the methods discussed above possesses its own strengths. The particular method that a researcher chooses is determined by the needs and the specific circumstances of the researcher. These methods can be used in business and management because they are relevant and they provide insights that can be exploited to improve the performance of businesses. In the discussion that follows, the effectiveness of these methods is investigated.
Effectiveness of methods
Most of the qualitative research methods discussed above are effective. The observation method can be relied on because of its validity. It allows the researcher to focus on the questions that he set out to answer. However, this method possesses some flaws that erode its effectiveness. This method is susceptible to bias (Rosenbaum, 2013). The researcher reports what they observe and what they observe may not be a true representation of the situation on the ground. Furthermore, this method may require the researcher to obtain the consent of the participants. This means that the participants will be aware that their behavior is being monitored. It is likely that they will modify their behavior since it is difficult to behave naturally when one understands that they are being watched. The method of interviewing is not without its flaws. This method relies almost entirely on the honesty of the participants (Fowler, 2009). Should the interviewees choose to lie, the research findings will be inaccurate. The focus groups seem to be the most reliable method. This is because they involve individuals who are from diverse demographic groups. As such, these groups offer a true representation of the market and the insights that they offer allow researchers to understand how the market will respond to a product.
Future of qualitative research
Qualitative research has been in use for years. It is predicted that this type of research will continue to be employed. This is because it has allowed researchers to obtain key insights. Thanks to qualitative research, researchers have been able to identify the factors that are fuelling certain observed phenomena. The future of qualitative research is promising. This becomes even clearer when one observes the field of business and management. An increasing number of businesses are turning to research for answers. They understand that guesses are no longer enough to drive business success. To compete in the environment of tomorrow, businesses must base their decisions on solid and scientific evidence (Rousseau, 2012). The technological advances that are being made will further promote the adoption of qualitative research. More businesses will be able to conduct internet research as they seek to understand their markets. Qualitative research offers businesses and managers tools that they can use to understand market dynamics and to position themselves for the future. Therefore, as businesses move into the future, it can be expected that qualitative research will play an even more important role.
In conclusion, qualitative research has enabled firms in different industries to understand their operations and markets better. Thanks to qualitative research, it is possible for companies to understand the forces that are pushing prices up or the factors that are depressing demand. Interviews, observation, focus groups and internet research are among the main methods of qualitative research that are used by businesses. These methods are largely effective. For their effectiveness to be enhanced further, it is advised that firms should address the flaws that these methods possess.
References
Bryman, A. & Bell, E. (2015). Business Research Methods. Oxford: Oxford University Press.
Fowler, F. J. (2009). Survey Research Methods. Thousand Oaks, CA: SAGE.
Moth, D. (2013). 56% of Businesses Rely Exclusively on Google for Web Analytics: Report.
Retrieved 22nd May 2017 from https://econsultancy.com/blog/63026-56-of-businesses-rely-exclusively-on-google-for-web-analytics-report/
Myers, M. D. (2008). Qualitative Research in Business and Management. Thousand Oaks, CA:
SAGE.
Rosenbaum, P. R. (2013). Observational Studies. New York: Springer.
Rousseau, D. M. (Ed.). (2012). The Oxford Handbook of Evidence-based Management. Cary,
NC: Oxford University Press USA.
