Business researchers utilize various forms of approaches to analyze and obtain information and data, and two of the most popular approaches used are the qualitative research approach and quantitative research approach. Each approach can be beneficial or in some cases may cause inconclusive results depending on the type of research being conducted and what the nature of the study is. The following will assess two different peer reviewed articles: one which uses a qualitative approach and the other a quantitative approach. It will compare and contrast the strengths and weaknesses of quantitative and qualitative approaches, how the two approaches could be used effectively if combined, and which method is more appropriate for business research in a specific functional area. Qualitative Approach
The qualitative approach in business research, or interpretive research, is used to understand the data of a particular study and requires the researcher to be more involved in the research process, usually as a participant of the study or a catalyst to procure the intended results. The main purpose of this type of methodology is to build a theory or to gain an in-depth understanding of the issue being researched. Qualitative approaches usually have a small sample size and the design has less planning, hence, the likelihood of the results may change. Research methods are not always consistent with the qualitative approach and may be modified throughout the study. Participants of this approach are usually predetermined and prepped because the study may target a specific issue or may apply only to a certain subset of people. This approach also uses various types of research methodology concurrently or consecutively and involves a longitudinal style (Cooper & Schindler, 2008).
The Review on Critical Analysis Of A Qualitative Study
... they?,” Charity Wip and Lena Napolitano present the results of a qualitative study to determine the value of different care bundles ... a scientific setting. Besides that, an inductive approach has been applied in researching the material for the article with the ... their opinions without regards to the research process thereby causing both Type I and Type II errors. Despite the shortcomings identified ...
Qualitative research has many advantages and disadvantages when using this type of methodology. Because the sample sizes are small with this form of research the information is obtained faster and more efficiently. Another positive aspect is insights are developed as the research progresses and this also can shorten the time consumed for data analysis. However, the data analysis with qualitative research leaves more room for inconsistency due to the researcher’s involvement, which can leave the facts and judgments less clear (Cooper & Schindler, 2008).
Qualitative approaches can be quite time consuming and an exasperating process, but one article implores the importance of qualitative research in the area of managerial accounting, which in most cases utilizes quantitative research.
Vaivio (2008) states, “By qualitative research, we suggest broadly the entire interpretive research tradition in accounting, especially case-based research that relies on rich empirical material collected from a single target organization or a handful of case-organizations. Qualitative research strives towards theoretically valuable interpretations. It uses multiple sources of evidence, such as interviews, documents and other texts as well as forms of participant observation within the research site” (Vaivio, 2008, para. 3).
Quantitative Approach
The quantitative approach focus in business research is to describe, explain, predict, and attempts to find a defined measure of something. Like qualitative research, quantitative research builds a theory; however, it also tests the theory as well, while qualitative rarely tests the theory itself. In quantitative research, the design is predetermined and the participants have little to no interaction with the researcher conducting the study, which helps circumvent participant biasing. Both approaches use single, assorted, and longitudinal methods in the research design, but quantitative requires stringent consistency and also utilizes a cross-sectional approach, along with longitudinal, in order to acquire the most successful results. Quantitative research also maintains a clear distinction between facts and judgments (Cooper & Schindler, 2008).
The Research paper on Qualitative Approaches In Mass Media Research
... qualitative approach to research largely came about as a result of disillusionment with the more scientific and numerically based quantitative approach, ... 1975. They were studying different forms of basically similar situations, and ... qualitative approach which does not use any standardized sampling and measurement procedures. This presents a clear problem in testing the reliability of qualitative data ...
Quantitative research has numerous strengths and weaknesses as well. The most popular and main form of quantitative research is the use of surveys, which are cheaper and less costly than other forms of data collection. Another beneficial quality of the quantitative approach is the lack of contact between the researcher and the participants, which allows researchers to collect data that could be more biasedly based if used with the qualitative approach. However, quantitative research has its downfalls. Because the sample sizes are so large it lengthens the time of the data collection process and interviewing the participants again is usually not possible, which could alter the consistency of the results (Cooper & Schindler, 2008).
As stated before, most quantitative research studies are used to define or measure something. Many medical studies employ quantitative research to define the measurements of a specific issue. One article utilized the quantitative approach to measure the productivity and workflow of two different machines in the radiology department at the Christie Hospital NHS Trust, located in Manchester, England. This study used quantitative research to produce statistical results, which in the end aided in helping the institution figure out which radiological machine would produce the best and less time consuming results (Catherine, 2006).
In one’s own functional area, quantitative research is the best form of research to apply in business and marketing.
In business research quantitative research is the best way to measure consumer’s attitudes, buying behaviors, knowledge, or opinions. Product marketing uses various forms of quantitative research, but the most popular form is surveys. However, a combination of quantitative and qualitative approaches can be exercised. This way marketing departments or firms can find, not only the consumer’s attitudes, buying behaviors, or opinions through quantitative research, but interpret why and what makes them make those choices in the first place with qualitative research. Triangulation
The Review on A Critical Evaluation Of Two Research Methods, Qualitative And Quantitative
Qualitative Article:A Women’s Place is in the Home: Females and Residential BurglaryThis article uses a qualitative research method. Qualitative research involves analyzing and interpreting texts and interviews in order to discover meaningful patterns descriptive of a particular phenomenon (Adler & Clarke, 2008, p.13.). The method has been adopted to investigate the research question. ...
“Triangulation is the term used to describe the combining of several qualitative methods or combining qualitative with quantitative methods” (Cooper & Schindler, 2008, p.166).
Both approaches can be used simultaneously and can improve the apparent quality of the research, particularly if the studies validate each other and the findings. Quantitative and qualitative studies can precede the other just as long as the findings from either validate the findings from the latter (Cooper & Schindler, 2008).
Conclusion
Depending on the type of research, the methodology, and the category of data collection, both quantitative and qualitative research approaches can be beneficial or disadvantageous. Many studies have found data support and accuracy with these two approaches, if used properly and unbiasedly. There is no one perfect or unambiguous way to collect data. Quantitative and qualitative approaches allow researchers numerous beneficial advantages to find the answers to issues, in a limitless number of areas, that people, companies, and the world long to discover.
References
Catherine, W. G. (2006).
Analog to digital workflow improvement: A quantitative study. Journal of Digital Imaging, 19, 29-34. doi:http://dx.doi.org/10.1007/s10278-006-0770-x Cooper, D. R., & Schindler, P. S. (2008).
Business Research Methods (12th ed.).
Retrieved from The University of Phoenix eBook Collection database. ISBN: 9780073401751. Vaivio, J. (2008).
Qualitative management accounting research: Rationale, pitfalls and potential. Qualitative Research in Accounting and Management, 5(1), 64-86. doi:http://dx.doi.org/10.1108/11766090810856787
The Research paper on Changing a Qualitative Research Into a Quantitative Study
Fry and her colleagues undertook a qualitative research to develop a moral distress model in military nursing. Using the same problem statement, literature analysis and background information, this paper aims at converting the qualitative study carried out by Fry and her colleagues into a quantitative study. The study entails setting different research questions and collecting data that aims at ...
