Report on Qualitative and Quantitative Research Methods in Marketing

This report critically analyzes two academic journal articles in the field of marketing, one employing qualitative and the other quantitative research methods. The report begins by differentiating between qualitative and quantitative research approaches, highlighting their respective methodologies, data collection techniques, and analytical strategies. The core of the report involves a detailed examination of the two selected articles. The first article explores the factors influencing consumer perception of product comments on social media, utilizing a quantitative approach with a deductive framework. The report discusses the research aim, methods (survey), strengths, weaknesses, limitations, and ethical considerations of this study. The second article investigates the evolution of video game consumption, adopting a qualitative approach with an inductive framework. The report similarly outlines the research aim, methods (personal interviews), strengths, weaknesses, limitations, and ethical issues. The analysis provides a comprehensive overview of the research designs, data collection techniques, and the implications of the findings presented in both articles, thus illustrating the practical application and comparative value of both research methodologies in marketing research.

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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
received in the language and opinions as well as perception of informant. However, in

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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
purchase the product or service (Hanh Le et al., 2017). This approach is used in involving more

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respondents in the study and supports the researchers to select the method through which
information is collected and gathered (Powell, 2019). Researchers describes that social media is
become the major tool for marketing the products in the international environment and to
promote across all the regions in different marketplace.
Further , this approach also help the researchers to focus on the “social information processing
theory” in which consumers can focuses on building relationship and can involve more
consumers by awareness of the products (Padilla-Díaz, 2015). This leads in increasing
interaction, communication and participation of all the participants towards the product
comments. The each factor is connected with the environmental uncertainty as well as also with
the involvement of the product which includes “intimacy influence on the environmental
uncertainty as well as product comment involvement” (Hanh Le et al., 2017). This leads in
providing information about the changing perception of the consumers towards the product
comments (Carver & Klein, 2016). The study used survey method by focusing on collecting
data from Taiwan in which investigation is done by selecting Facebook and by selecting
university students to provide their perception towards the product comments. The selected
participants were equal to and more than 20 years old, further analysis is done through scale
accuracy analysis.
Research strengths and weaknesses
The strengths of the survey methods are that it involve more number of respondents to provide
answer about the subject matter, this supports the researchers to accomplish the objective of
conducting the research. Researchers alone focus on getting responses from the respondents
about the factor which affects perceptions of the customers (Marx et al., 2017). This method
supports the researchers to frame the questions according to the subject matter ad get various
answer related to the problem (Hanh Le et al., 2017). Further, in this respondents gets enough
time to give response and to provide thoughtful answer about the subject matter.
However, study also has some weaknesses is that it leads in increasing biases among the
respondents because of different opinions of the respondents regarding the subject matter. In
this method researchers can also face overlapping of the information due to receiving various
different types of data (Hanh Le et al., 2017). The other weaknesses is that it reduce the

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tendency of the respondents to receive low response because majority of the students in the
university does not give respondents regarding the product comments on Facebook and changes
in their perception level towards the positive and negative attitude for purchasing the product
by reading the comments of the product.
Research limitations and Ethical issues
The present research focuses on particular social media application that is study can focus on
other product to receive the answer of the research problem and to know the factors which
affects consumer perception (Hanh Le et al., 2017). Therefore, the research also does not
include the information regarding the product uniqueness and communication. It is important
that Facebook support the individual in relationship building but it also does not provide data
regarding the communication of the consumers and kinds of comments consumers make for the
product. This leads in changing the opinions of the consumers regarding the subject matter.
Further, the ethical issues which affect the study, however, it is important to include because of
including and adopting the objective through following legal terms and conditions. The
management of confidentiality and achieving the objective challenge the researchers to select
the information which is to be kept confidential and other information which is considered
adequate for accomplishing the aim of conducting research (Hanh Le et al., 2017). The other
ethical issues is maintaining carefulness that is selecting the information which is appropriate
and suitable for the study as well as this can also leads in finding difficult to reduce bias due to
more participants in the study.
Article 2
Research aim
The study on the cultural and social importance is increasing, therefore not much of the studies
focuses on exploring the phenomenology of video games as well as previous studies also does
not give information about the experiences of the consumers towards the video games (Kuo et
al., 2017). It is estimation that video games is increased the attention because of increasing the

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marketing and satisfying the needs and opinions of the consumers towards the video games.
Therefore, researchers focus on finding the framework which describes the interaction of the
consumers towards the game play which is described as gaming engagement.
The objective of the study is to understand the consumer’s consumption of the video games
which starts from the Super Mario to Skyrim. Researchers describe that movies, novels is the
traditional form of entertainment mode but video game is unique because of increasing the
ability and capability to change their experience of consumption (Kuo et al., 2017). The study
describes that experience of the consumer’s changes due to transformation in the video games
which satisfy the needs and requirements of the consumers. Nowadays video games is evolved
which also transform the experience of the customers towards consuming video games. The
study highly involved in describing the association among various factors which includes
player, narrative as well as game play (Kuo et al., 2017). Therefore, are various factors through
which customers consume more videogames, researchers also describes that better
understanding of the video game consumption provide different approach in giving information
about the impact of this on the evolution of the users.
Research approach and methods
The study use “Qualitative with inductive approach” it is because of using the information from
existing literature which includes that in the present study the information is gathered through
dividing the themes that is “understanding the background of the video game” (Kuo et al.,
2017). In this it describes the demographics of the consumers and their perception towards
consuming the game in the traditional period. The authors opinion is also provide information
about the structure which is developed for increasing the gaming engagement that is increasing
engagement between players, narrative and game play (Kuo et al., 2017). In this it provides the
information about the more ratio of immersion which is generated in the virtual world, it also
describe the transformation which consumers does whole playing the video games. This is the
reason which attracts the consumers to consume the video game.
This approach also support in giving the opinion about the conflicts and challenges which is
increased through consuming the video games. Therefore, it is received and described that
consumers consume it due to various reason that is it become the form of entertainment and

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further it maintain flexibility and anonymity. It also provides information that it leads in
increasing addiction of the consumers towards the video games (Percy et al., 2015). In this
report, personal interview method is used that is study used qualitative interviews it is because
this supports the researchers in investigating the evolution and changes in the experience of the
consumers which give rise to modern gaming and what are the reasons which attract the
consumers towards video games.
This method helps in giving information about the opinions of the respondents towards the role
of the modern gaming and the changes through which consumers shift from older games to the
modern games. It describes that in the modern game gamers have control over the game and
motivate the consumers to play the games according to their requirement. The method also
helps in getting information about the past experience of the respondents, spiritual belief and
the self-imposed constraints towards the behavior of the game. In this video game players find
themselves to behold their own identities (Kuo et al., 2017).
Research strengths and weaknesses
There are various advantages of the personal interview which includes that is it is adaptable, in
this researchers can contact with the large number of respondents to provide information about
gaming evolution (Kuo et al., 2017). Through, this different results and respondents were
received to the researchers to get valid information to the related gaming subject area (Jack &
Illingworth, 2019). The other advantages of the method is that this leads in becoming and
engaging in direct contact with the respondents and promote the respondents to provide the
information by better understanding of the each questions which is being asked by the
researchers (Zyphur & Pierides, 2017). This can get maximum response on each and every
question which is related with the subject matter.
The weaknesses of the research is that this become challenging for the researchers because of
requiring more skills and knowledge of interacting with diversity of the respondents and
analysis different kinds of answers of the similar question (Kuo et al., 2017). In this method
researchers also find challenging in selecting the data analysis method because of differentiation
in each questions in different themes so that answer will be get according to the research

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question. Therefore, the other weaknesses it increase the cost and time of the researchers
because of including more participants in the study.
Research limitations and Ethical issues
The limitations of the study are that it does not provide information about the extent of the
games experience. It is because there are various video games which provide different
satisfaction of the consumers, however , it through this information about the specific video
game is received and challenges also faced by the consumers is also received (Kuo et al., 2017).
The study also does not provide information about the increasing consumption of the video
game it is because there are various reasons through which video game consumption increase.
Further, researchers can focus on innovation, creativity to provide information about reasons of
consuming video game.
There are also various ethical issues which affects the overall results of the study and become
challenging for the researchers to conduct the research. The estimation revealed that focusing
on adequate information is challenge it is because of finding challenging for the researchers to
maintain legality and to understand the cause as well as effects of the problem (Kuo et al.,
2017). The other ethical issue is maintaining openness because of finding valuable information
which is considered valid and at the same time provides support to reach to the subject matter.
Conclusion
From the above, it is conclude that researchers has various methods which increase the
efficiency of the study because of providing efficient results and help the researchers to get
valid outcomes according to the needs and requirement of the researchers. The research also
revealed that in the above articles both the qualitative and quantitative approaches support the
researchers to get measurable as well as non-measurable data according to the subject matter.
Further, survey and personal interview leads in getting more information about the marketing of
the products and variables which affects the buying decision of the consumers. This also helps
the researchers to analyze the data through selecting appropriate method.

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pp.393-406.
Jack, K. & Illingworth, S., 2019. Developing Reflective Thinking through Poetry Writing:
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evolution of video game consumption. Journal of Consumer Behaviour, 16(2), pp.101-20.
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of social research. Journal of Business Ethics, pp.1-8.
Zyphur, M.J. & Pierides, D.C., 2017. Is quantitative research ethical? Tools for ethically
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