Sale & Marketing assisgnment Essay Example | Topics and Well Written Essays - 1250 words

Sale & Marketing assisgnment - Essay Example Only quantifiable data are being grouped together and evaluated in this type of research. Qualitative research instead spawns non-numerical data. It emphasises on the collection of mainly verbal facts rather than quantities. Gathered material is then studied and produced in an explanatory and subjective manner (Patna, 2010). This gives us a slight idea of the area of concentration of both the research studies. Now let us do a comparison and evaluation of both the research methods. First of all we have to determine the goal of each research method. The key aim of a Quantitative Research emphasises more in counting and categorising features, and building geometric/statistical models, figures or simulations to explain the observations (Creswell, 2003). Qualitative Research in contrast delivers a complete descriptive explanation of the research topic. Like the name suggests, its results are not quantifiable but rather a detailed description of the analysis and observations made. Next we have to determine the usage of both the researches. Qualitative Research is best used for earlier stages of research projects, whereas Quantitative Research is recommended for the concluding part of the research (Experiment-Resources.com, 2009). Quantitative Research offers the researcher a clearer depiction of what to anticipate in his research as opposed to Qualitative Research. Here we compare the tools of gathering data in both the researches. Quantitative Research uses questionnaires, forms, surveys and other tools to collect statistical or quantifiable data (Dawson, 2002). In Qualitative Research, the researcher aids as the key data gathering tool (Experiment-Resources.com, 2009). The researcher can use various data-gathering approaches, depending upon the manner of the research. Examples of data-collecting strategies used in Qualitative Research can be focus groups, individual comprehensive interviews, descriptions, structured and