Report about the Marketing 2022

MARKETING 0
RESEARCH METHODS

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Table of Contents
Introduction......................................................................................................................................2
Qualitative research method............................................................................................................2
Quantitative research method..........................................................................................................2
Differentiation among Qualitative and Quantitative research method............................................2
Article 1...........................................................................................................................................3
Research aim................................................................................................................................3
Research approach and methods..................................................................................................3
Research strengths and weaknesses.............................................................................................4
Research limitations and Ethical issues.......................................................................................5
Article 2...........................................................................................................................................5
Research aim................................................................................................................................5
Research approach and methods..................................................................................................6
Research strengths and weaknesses.............................................................................................7
Research limitations and Ethical issues.......................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
Research methods are the strategies, processes or techniques utilized in the collection of data or
evidence for analysis in order to uncover new information or create better understanding of a
topic (Padilla-Díaz, 2015). There are different types of research methods which use different
tools for data collection. This support the researchers to achieve the objective of conducting the
research, this also support the researchers to understand the philosophies to be used and
strategies for conducting the research (Marx et al., 2017). Further, the methods and techniques
of the research are selected according to the research question and according to the problem for
which the research is conducted. In this report, both qualitative and quantitative articles are
selected which is related to the marketing. The discussion is made on defining the objective of
conducting research, methods of collecting and analyzing the data.
Qualitative research method
This research method focuses on providing the information regarding the behavior of human in
this information is provided from the informant perspective (Gog, 2015). In these also different
techniques is used for gathering the information and it is analyzed by describing different
themes which is described by the informants.
Quantitative research method
In this research method investigation is done and facts are discovered regarding the social
phenomena, in this assumption is also development through balancing the subject into the fixed
as well as measurable reality. Further in this method results are discovered by investigating and
measuring the things (Percy et al., 2015).
Differentiation among Qualitative and Quantitative
research method
Qualitative research method is used to gather information by using adopting observation
method and also by taking personal interview (Goertzen, 2017). In this method the data are

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received in the language and opinions as well as perception of informant. However, in
comparison to this quantitative research method used to gather information by using survey
method and in this investigation is done through comparing the numerical and statistical
inferences. Therefore, in this research method results are analyzed through using statistical
analysis (Zyphur & Pierides, 2017).
Article 1
Research aim
The word-of-mouth through social media (sWOM) supports the consumers to understand the
information about the other consumers and in this consumers deal with the comments of the
products (Hanh Le et al., 2017). In this product comments play an important role in providing
all the information that is describing the features and benefits provided by the product to the
customers, therefore it is considered one of the efficient techniques for marketing the products.
It is considered the most efficient method because of focusing on two major variables such as
trust ability as well as quality; it is the approach that affects the suitability and quality of the
product (Paquot & Plonsky, 2017).
This is the reason researchers focuses on defining the factors and aspects which influence the
opinions of the product comments on social WOM. This research is based on the finding the
perspective of communication, relationship and describe the interactive approach (Hanh Le et
al., 2017). The researchers also develop hypothesis to understand the effects between two
variables, in this study researchers develop various factors to understand their relationship
which includes involvement, uncertainty, quality so that information is gathered about the
factors which influence product comments and change the perception of consumers. Further,
intimacy, task-orientation, dominance as well as informality is become the major approach
which change the decision making of the consumers (Hanh Le et al., 2017).
Research approach and methods
In this article “Quantitative with deductive approach” is selected because of understanding the
investigation of two variables which is related to the product comments. It is done to understand
the changes in involvement, task orientation which affects the decision of the consumers to