Despite the criticism that qualitative methods are interpretive and invalid as scientific evidence, the real discrepancy lies within the types of data that each method produces. Quantitative data measures quantifiable terms, such as "how much," "how long" and "how many," while qualitative data measures the reasons behind behavior, such as the "how" and "why. Pros Qualitative research allows one to explore topics in more depth and detail than quantitative research.
Share on Facebook Qualitative and quantitative analysis each offer advantages and disadvantages. When statistics are available, quantitative analysis is more objective and precise.
Qualitative analysis allows more flexibility and creativity, making it a useful tool for small business. It can be used to identify problems, such as why a product is not selling well, or even as a forecasting technique. Frequently used in conjunction with statistical analysis, it attempts to explain why things work the way they do, while the latter explains how.
Qualitative analysis is often used to help a researcher develop the theories that quantitative analysis later attempts to prove.
Qualitative analysis is based on words and ideas, while quantitative analysis is based on numbers. Qualitative analysis focuses on finding meaning; quantitative analysis is concerned with statistical relationships. Qualitative analysis relies on personal viewpoints and experiences, including educated guesses, focus groups, panels and questionnaires.
Sales Forecasting Salespeople are in a unique position to forecast future trends. By their contacts in the field they are able to discern market changes before anyone else in the company.
|Los Gatos Research, Inc. - Advantages||History[ edit ] Sociologist Earl Babbie notes that qualitative research is "at once very old and very new.|
Qualitative information from the field can be anecdotal, occurring when a sales rep hears a piece of news, or systematic, when all reps forecast sales for their territories based on their personal contacts and impressions, and the sales manager aggregates the forecasts into a composite.
There are several caveats for this method. The sales manager must know and compensate for the biases of individual reps. He must also be careful to avoid inserting his prejudices, and to make his forecast free from the influences of others in the company.
Panel of Experts An effective way to make midrange and long term forecasts is by using a panel of experts from the staff. It is a powerful method because it incorporates the qualitative knowledge and intuition of business professionals from various divisions of a company, such as sales, accounting, executive, production and marketing.
Depending on the size of the company, outside analysts may be brought into the process, too. Each person shares his insight about future trends or sales. By meeting either monthly or quarterly, the forecasters can update their forecasts to accommodate changing market conditions.
While the method draws on perspectives from the entire business, its weakness is that there is no central responsibility for accuracy. Senior management or the business owner has to analyze the qualitative information against quantitative data, and synthesize it into business strategies and tactics going forward.
Delphi Method The Delphi Method is an enhanced version of the panel of experts. In this model, participating experts are questioned about their forecast two or three times.
After each round of questions they are given a summary of the previous round and an opportunity to modify their opinions. Although individual opinions are shared they are kept anonymous.
The questioning rounds continue until a predetermined target is reached, such as the number of rounds or a consensus. This stylized dialogue leads the panel closer to a true consensus. The primary drawbacks of the Delphi Method are time and expense.The concept of evidence-based practice has increased the awareness to use various pieces of evidence and/or research, other than only using qualitative or quantitative research paradigms.
Quantitative research is the oldest form of research; it is incredibly formal, stemming from positivism paradigm, or the outside looking in approach. The method is about trying to establish cause and affect relationships between variables. Quantitative research is better and conclusive as compared to qualitative research.
In quantitative research, physical evidence can be seen, and test and its authenticity can be proved by different tests. Volume 7, No. 4, Art. 11 – September Advantages and Disadvantages of Four Interview Techniques in Qualitative Research. Raymond Opdenakker.
Abstract: Face-to-face interviews have long been the dominant interview technique in the field of qualitative torosgazete.com the last two decades, telephone interviewing became more and more common.
Merging Qualitative and Quantitative Data in Mixed Methods Research: How To and Why Not David L. Driscoll1, and to discuss some of the benefits and challenges of mixed method research. We hope to This data collection strategy has several advantages for mixed-methods applications.
First, they. Ethical issues in Psychological research Ethics are the moral codes laid down by professional bodies to ensure that their members or representatives adhere to certain standards of behaviour.