Qualitative Research Decision Making

INTRODUCTION

Research is now an essential factor of various undergraduate and postgraduate programs and there is significantly enduring discussion and examination in many disciplines which generally supports in the further growth of new knowledge to scientific and social research. Being conducted widely in social and natural sciences, quantitative research is considered as beneficial tool to help analysts and organizations “test predetermined hypotheses and produce generalizable results” (Marshall, M.N., 1996). In accordance with this topic, the assignment will analyze the application of quantitative research methods in decision making within organization, specially in marketing business; along with key contexts as following: quantitative research

In this research method, quantitative data can be collected through two main measuring tools are custom surveys and structured questionnaires. According to Sukamolson, S. (2007), there are several characteristics of quantitative research tools rationalized as follows:

Telephone survey is conducted by market researchers implementing under large sampling to gather results quickly. It is advantageous tool for close-end questioning where the sizes and scopes of objective is identified, and gain a high success of response rate in forecasting attitudes of population. Besides that, telephone surveys take low costs, optimal purpose for insight studies.

Online survey is used to determine general meanings from particular population in an implement with short time, especially effective with small-size organization or private businesses. The online surveys provide available range of random probability sampling with respondents are obtained from business’s internal database or online market research formats. This tool help business in cost-saving, however sampling validity needs to be evaluated

Marketing research methods to provide secondary or primary data applied consisting of three techniques: choice modelling, covariance analysis and maximum difference preference scaling (Malhotra, N., 2006). In marketing, investigators regularly manipulate quantitative researches to offer audiences an understanding of customers’ buying behaviors and to summarize potential clients in numerically effective approach. For example, there are many types of quantitative research that can be conducted such as pricing research, web surveys, custom research, concept testing, and net promoter score studies, etc. Quantitative research is effectively used to state marketing problems, particularly in B2B marketing, to give better making decision process, reduce the risks and complexity of business nature from business to business by clearly attaining high rate of marketing data due to well-organized interpretations (Hague, P., Hauge, N. and Harrison, M., 2016). However, quantitative research might fail in offering necessary information on the marketing context of the market condition where premeditated phenomenon happens and fail in critical controlling the marketing environment, thereby discourage further studies of marketing