Marketing Research Methods Difference Between Qualitative and Quantitative Approach

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RESEARCH METHODS

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Table of Contents
Introduction......................................................................................................................................2
Difference between qualitative and quantitative approach..............................................................2
Article 1...........................................................................................................................................2
Research aim................................................................................................................................2
Research approach and method...................................................................................................3
Strengths and weaknesses............................................................................................................4
Limitations and ethical issues......................................................................................................5
Article 2...........................................................................................................................................5
Research aim................................................................................................................................5
Research approach and method...................................................................................................6
Strengths and weaknesses............................................................................................................7
Limitations and ethical issues......................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The report discusses the difference between qualitative and quantitative approach and it also
analyzes the research objective, research method of the two selected articles. Further, advantages
and disadvantages of the research method are also discussed.
Difference between qualitative and quantitative approach
Qualitative approach is considered the method which focused on understanding the behavior of
human, in this approach behavior is investigated by informant perspective (Liu & Chen, 2019).
This method support the researchers to assume the reality and in this data collection was doe
through adopting personal interviews method, observation etc. Further, analysis is done through
describing the themes which is described by the researchers, in this approach observer is become
the major part of the study. In this ideas are generated to accomplish the objective of conduct the
research, it provides general understanding about the subject matter (Jack & Illingworth, 2019).
In comparison to this quantitative research concerned with discovering and developing the facts
and information about subject matter. In this approach researchers focuses on measuring reality
and information collection is dome through measuring the things (Carver & Klein, 2016).
Further, information is analyzed through investigating the data through numerical comparisons
as well as statistical inferences. The data reported was done through using statistical analyses, in
this sampling is done through including large sampling and by developing hypothesis it is done
after seeking causality, it is also investigated that observer is different and distinct from the
procedure (Howlett et al., 2016).
Article 1
Research aim
The main objective of the study is to investigate the predicting factors of the perception of the
product comments on word of mouth through social media (sWOM) (Hanh Le et al., 2017). The
study is focusing on the developing the social information processing theory through which the
theoretical determinants which drive and change of the attitudes of the respondents of the

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products comments is identified. Therefore, it is identified that there are some determinants
factors which includes intimacy, task-orientation, trustability as well as informality. Researchers
contribute to the theory for the sWOM it is because of getting the accurate results to testing the
results in more efficient manner.
The research is conducted because not much of the study is performed to receive the answers
about the consumer’s intentions towards the product comments. It is described that the different
perceptions and intentions of the consumers play the significant role in changing the
consumption decision regarding the particular product (Wu et al., 2016). The suggest focuses on
describing that nowadays consumers are more focuses on building the online relationships,
through this individual continuously focuses on delivering the data to other person about the
subject matter. It is because individual provide verbal clues and it is also considered the method
of informing the individuals about the products and services which is offered by the company.
Therefore, sWOM become the method of promoting the product because of raising the
satisfaction of the consumers and through this the status of the product also increases in the eyes
of the customers (Hanh Le et al., 2017).
Research approach and method
The study adopted “Quantitative with deductive approach” because of developing the hypothesis
to get the objective of conducting the research which includes that researcher developed the
hypothesis by dividing the hypothesis in two areas that is “direct effect hypothesis and mediating
effects. The hypothesis includes all the determinants through influence the perception and
attitude of the individual towards the sWOM. This approach is used because the study is
conducted in defining the why and which concept, that is defining the factors and reason of
occurring so that factors affects product comments in marketing concept is revealed (Symon et
al., 2018).
Therefore, in this method the data collected is tested through adopting appropriate testing
method, the deductive approach also leads in maintaining the validity of the numeric data. In the
present research structural modeling testing method is used which is calculated by using t-test
method. In the research about 1000 samples is used to investigating the direct influence on the
different determinants on the perception of the consumers (Hanh Le et al., 2017). The
“Quantitative with deductive approach” focuses in providing the relationship between the two