Analysis of Qualitative and Quantitative Research in Marketing Context

This report provides a comparative analysis of qualitative and quantitative research methods within the context of marketing, drawing on two academic journal articles. The report begins by differentiating between qualitative and quantitative research, outlining their respective methodologies, data collection techniques, and analytical approaches. It then proceeds to compare and contrast two specific articles: "Forces affecting perception of product comments on social-WOM: An interactive, relational communication perspective," which employs a quantitative approach, and "From Super Mario to Skyrim: A framework for the evolution of video game consumption," which utilizes a qualitative approach. The analysis covers the research objectives, approaches, methods, strengths, weaknesses, limitations, and ethical considerations of each study. The report highlights the strengths of survey methods (used in the quantitative article) such as cost-effectiveness and the ability to gather diverse opinions, and personal interviews (used in the qualitative article) for their depth and flexibility. The report also examines the research design, including the selection of participants and data collection tools, and assesses the impact of each method on the research findings. The report concludes by summarizing the key differences and similarities between the two research methods and their applicability in marketing research.

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BUSINESS RESEARCH METHODS

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Table of Contents
Introduction......................................................................................................................................2
Difference between qualitative and quantitative research method..................................................2
Qualitative research method........................................................................................................2
Quantitative research method......................................................................................................2
Differentiation..............................................................................................................................2
Comparison of two articles..............................................................................................................3
Research objective.......................................................................................................................3
Research approach.......................................................................................................................4
Research method..........................................................................................................................5
Strengths......................................................................................................................................6
Weaknesses..................................................................................................................................7
Limitations...................................................................................................................................7
Ethical issues...............................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
The purpose of the report is to compare the qualitative research approach and quantitative
research approach based on the selected two articles. The articles are “Forces affecting
perception of product comments on social‐ WOM: An interactive, relational communication
perspective” and “From Super Mario to Skyrim: A framework for the evolution of video game
consumption”. Therefore, the objective of selected first article is “to investigate the factors which
affect the opinions as well as perception of product comment on social-WOM”, in this article
quantitative with deductive approach is used by the researcher. The purpose of other selected
article is “to understand the evolution made in consuming video game” and study is conducted
by using “qualitative with inductive approach”.
Difference between qualitative and quantitative research method
Qualitative research method
Qualitative research is the scientific technique for observing and gathering non-numeric data and
information, this support the researchers to accomplish the objective of conducting the research.
In this various themes are identified, personal interview, focus group are selected to gather the
information regarding the qualitative information (Marx et al., 2017). This techniques s used it is
because it helps in uncovering the thoughts and opinions of the respondents as well as allow the
researchers to understand the problem in-depth.
Quantitative research method
Quantitative research is defined as a systematic investigation of phenomena by gathering
quantifiable data and performing statistical, mathematical, or computational techniques
(Goertzen, 2017). In this method various descriptive and inferential statistics is conducted, a
systematic investigation is conducted as well as survey method is used for testing the developed
hypothesis. This techniques and approaches are used because of providing insight about the
problem and helps in developing the ideas and hypothesis of proposed research.

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Differentiation
The quantitative research method is used to collect the numeric data and it is used where
scientific results are being achieved and researchers have idea about the expectation of the
proposed problem (Padilla-Díaz, 2015). However, in comparison to this qualitative research is
used to gather non-numeric data and used where are researchers does not have idea regarding the
expected outcomes. This is manly used for describing the problem and developing the approach
for the proposed problem. The main objective of the qualitative method is to describe, explore
and discover as compared with quantitative method which highly concentrate on describing,
explaining and predicting. In the qualitative type of study research exploratory type of research
and in quantitative research researchers used descriptive type of research (Percy et al., 2015).
The qualitative research focuses on answering the questions which provide clarification of
“What” and “Why”. However, in comparison to this quantitative method provide information to
the “How many” questions (Martin et al., 2017). In the data collection the qualitative type of
research used unstructured and semi-structured techniques in comparison to quantitative research
which used structured techniques. In qualitative research information gathering is done through
taking small sample size and in quantitative method statistical technique is used by selecting
large sample size so that more information will be gathered about subject matter (Sovacool et al.,
2018). In the qualitative method the data analysis is done through themes, coding etc and in
comparison to this data evaluation in quantitative method is done through statistical inference.
Comparison of two articles
Research objective
Researchers revealed that social media is considered the marketing platform for promoting the
products and services so that needs and requirements of the consumers will be meet. In the
present year social media play an important role in attracting more consumers to buy the
products in this marketing consumer give their preferences and opinion about the content of the
product on webpage (Hanh Le et al., 2017). Therefore, it also supports the consumers to gain
information about the advantages and benefits of the products, in this perception of other
consumers are also taken into consideration. The more use social-WOM (s-WOM) is changed
the overall application and marketing of products and services. It is because in this consumers

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can provide feedback and comments on the s-WOM posting and through this it can also evaluate
and utilize the comments of the other consumers on social media (Hanh Le et al., 2017).
The major aim of the study is to explore all the predicting factors for the product perception
comments on WOM on social media. It is because the comments of the products is considered
one of the most efficient and cost-effective tool of marketing because of providing overall
information about the product as well as through this other consumers can also gin information
regarding the satisfaction of the consumers by the products (Teherani et al., 2015).
However, in comparison to this in other article Researchers revealed that video games is
achieved the significance of influencing the social and culture factors. Therefore, gaming is
become the major approach in displacing the other forms of entertainment (Kuo et al., 2017).
Researchers describe that not much of the study is conducted to understand the significance of
social and cultural factors in exploring the phenomenology of videogames. The research is also
focusing on providing information about the dimensions which increase the conflicts and raise
the challenges by using new technology, in the present study video game technology is used it is
because consumers increase their relationship with the games.
The present research is focusing on providing information about the consumption of video game
and effect of the evolution on the consumers (Kuo et al., 2017). It is because researcher describes
that from the consumer’s perspective the most of the discernible change which presented in
generating the video games are done because of improving the graphical realism.
Research approach
To understand the factor affecting product comments opinion researchers adopted “quantitative
with deductive approach” is used it is because in this study hypothesis is developed which is
based on the existing theory which includes social information processing theory; it is theory
which is mainly used for the interpersonal communication. In this theory consumers focuses on
developing the interpersonal relationship (Hanh Le et al., 2017). Therefore, in this theory online
communicators supports in transmitting, generating as well as managing the interpersonal
relation for delivering the effective and adequate information (Suresh & Rao, 2018). In this
study researchers also develop hypothesis by focusing and investigating the application of the
theory which includes “In the social media community, the perceived intimacy of interaction

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leads in decreasing environmental uncertainty as well as also results in increasing sWoM
involvement in the product comment.
The deductive research approach it is because this leads in providing information about the
effects of informality on the environmental uncertainty as well as involving in the products
comments. This also leads in examining the data regarding the influence of product involvement
comments on the quality, validity and trust ability of the product comments (Sovacool et al.,
2018). Therefore, this approach also support the researchers to understand the perception and
relationship of the product comment and investigation is made by focusing on various terms
which includes intimacy, task orientation as well as dominance.
However, in comparison to this in other article In the present research Qualitative with inductive
approach it is because researchers focusing on gathering various theories which are used in
adopting the information regarding the evolution of video games (Kuo et al., 2017). This also
support in providing changing perception of the consumers towards the innovation and creativity
of the video games. It supports the researchers in providing adequate answer about the research
questions and through this information research reach to the conclusion of the research
(Goertzen, 2017).
This research approach is used because it helps the researchers to examine the manner in which
the consumers renegotiate the association of the individuals with the video games. It is because
of more evolution in the video games due to continuously increase in innovation and organizing
different methods and theories so that connection among the player, videogames will be
identified (Kuo et al., 2017). Therefore, it also focuses on providing information about the
evaluation which affects the empowerment, transformation through which designing of the video
games is affected (Gog, 2015). Researchers describes that game play describe the different
association of the machines which helps in developing the new innovation in the game and this
leads in affecting the behavior of the consumers. This help in providing information about the
existing literature about the gaming engagement of the consumers (Gog, 2015).
Research method
In first article that is for understanding opinion for product comments researcher used survey
method in which research is conducted in Taiwan, it is because estimation describes that in

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Taiwan about 60% of the activities are conducted through online by using social media (Hanh Le
et al., 2017). In the present study researchers is mainly focused on getting the information in
support of the Facebook content. This application is selected by the researchers it is due to the
reason that Facebook is considered one of the leading and well-known platform for transmitting
the information and sharing the content (Percy et al., 2015). Therefore researchers selected
students of University to participate in providing information about the subject matter.
The selected participates were between the age of 18-29 year, in Taiwan majority of the students
were the Facebook users. The University was having 10,000 students in which researchers
selected sample were 250 from every university, each participates gets equal chance to
participate in the study (Hanh Le et al., 2017). The questionnaire were distributed in three
weekends and provide various benefits to the researchers it is because of involving large number
of participates in the study. Further, researchers only received 470 questionnaire this motivate
the researchers to get more opinions and perceptions of participates.
However, in comparison to this in other article qualitative method is used it is because in this
researchers reviewed various existing article to understand the historical timeline for evolution of
video games (Kuo et al., 2017). In this various opinions of different authors is taken into
consideration so that it provide information regarding the framework of the gaming engagement
(Sovacool et al., 2018). In this literature revealed that players, narrative and game play are
involved. The existing literature also provide data and opinions about conflicts about
consumption of the video game it is because of providing different dimensions of the challenges
which increased due to adopting the new innovative technology.
It is important to use the qualitative method because in this researcher recorded the results of
taking qualitative personal interview because of understanding the shifting of phenomenological
experience so that modern gaming characteristics experience is revealed (Kuo et al., 2017). This
method is important because this describes in providing information about the consequences of
the video game evolution and also leads in increasing information about the ratio among which
connected between the factors are identified (Kuo et al., 2017). This technique leads in receiving
accurate data about maintaining coordination between innovation as well as direction so that
opportunities, conflicts and difficulty within the video game will be recorded.

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Strengths
The strengths of survey method is that it support the researchers to get valid and adequate results
that is it product comments leads in increase intimacy, quality, informality and maintain ease in
conducting the study (Hanh Le et al., 2017). It is the low cost method it is because through
adopting this method researchers include more students of the university which support them to
receive more opinion and perception of the participants in the study (Pavlineri et al., 2017). The
method also helps the researchers to use appropriate method for data gathering according to the
requirements of participates.
However, the strengths of personal interview is that it is highly deep and flexible it is because of
getting more information about the consumers, in the present study respondents with their
relations for video games is provided (Kuo et al., 2017). Therefore, it is adaptable because of
using the literature review technique for using theories and framework so that different
perception of different authors is recorded (Queirós et al., 2017). This method provide more
support to the researchers because this leads in clarifying misunderstanding regarding the
questions which is to be asked from the consumers according to their needs and requirements so
that responses will be used in the data.
Weaknesses
The survey method also has some weaknesses which includes that it is inflexible and cannot
establish causality. The weakness of the study is large sample size which decreases the validity
of the information and reduces the ability of the researchers to accomplish objective of the
research (Martin et al., 2017). The majority of the respondents do not provide accurate answers
it is because of overlapping of the relational communication which includes relaxation as well as
immediacy. Therefore, the survey method used in the study also has more weakness that is does
not provide proper information about crucial implication about online social media
communication (Iacobucci, 2016).
However, the weaknesses of personal interview is that this leads in increasing time and cost of
the researchers because of conducting the research accord to the needs and requirements of the
subject matter (Kuo et al., 2017). The researchers also find challenging in summarizing all the
responses of the respondents it is because of different opinions about video game. In this
researchers also involve in biases among the consumers due to interacting with large number of

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consumers to understand their increasing commitment of the consumers towards video game.
Therefore, this reduces the capability of researchers to get adequate results (Marx et al., 2017).
Limitations
The limitations of first article is that the researchers selected Facebook users but does not
provide adequate data regarding the particular product offering so that products comments will
be investigated. The researchers does not include proposed framework to understand the other
national culture it is because culture is considered the major aspects in affecting the
communication of human being (Hanh Le et al., 2017). The study does not include product type
through which information does not provide accurate information it is because product type is
become major approach in influencing the motivation and purchasing decision of the consumers.
The study should have been improved by including other segments in the study it is because
through this each respondent gets equal chance in providing their opinions about the subject
matter. Further, study can also use framework to test the validity of trust and quality because it is
the main factors in influencing the purchase decision of the consumers (Hanh Le et al., 2017).
However, in comparison to this limitation of second article is that it does not focus on the
particular dimensions so that information is gathered about the virtual reality. The study does not
provide adequate information about the reasons of using of video game by the consumers (Kuo
et al., 2017). It is because this leads in providing adequate information about the perception and
opinions of the consumers about the evolution of video games. The limitations of the study are
also does not give information about the relationship of the video games with the status quo and
satisfaction of the consumers. This describes that present study does not give complete data
about subject matter and study also not include the medium which push the consumers to
purchase video games (Kuo et al., 2017).
Ethical issues
There are various ethical issues involved in conducting study with survey method which includes
that there is lack of objectivity it is because of there are biases among the participants in
collecting the data. Further, it also becomes difficult to maintain confidential information
because of following sensitive information about the consumers for the products (Hanh Le et al.,
2017). The study will also become difficult in maintaining openness about the subject matter it is

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because of managing confidentiality and removing inadequate information. Therefore, it is
become challenge to maintain the reliability in the study and reduce availability and validity of
the research.
However, in comparison to this there are several ethical issues which involved in conducting
study through personal interview that is difficult in maintaining legality. It is because various
articles were reviewed to get legal information about the subject matter, it is become challenge to
investigate and select accurate information that is data which is ethically proven (Kuo et al.,
2017). Further, it is also become challenge to maintain openness and carefulness in the study,
this is due to the reason that two methods is selected for gathering information such as literature
review and personal interview so that more respondents gets involve in the study.
Conclusion
From the above it is concluded that quantitative research helps in providing numeric data
whereas in comparison to this qualitative research in providing non-numeric data about the
subject matter. Therefore, the articles provide information about survey method and personal
interview it is because through this more respondents get involved in the study. This also results
in providing more information about the subject matter and maintains accuracy in the study.
Further, disadvantages of these methods include it increase biases among the respondents and
increase misunderstanding because of developing questions through management of
respondent’s perception and subject matter of the study.

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References
Goertzen, M.J., 2017. Introduction to Quantitative Research and Data. Library Technology
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Gog, M., 2015. Case study research. International Journal of Sales, Retailing & Marketing ,
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Hanh Le, A.N. et al., 2017. Forces affecting perception of product comments on social‐WOM:
An interactive, relational communication perspective. Journal of consumer behavior, 17(4),
pp.393-406.
Iacobucci, D., 2016. Marketing Management. Boston: Cengage Learning.
Kuo, A., Hiler, J.L. & Lutz, R.J., 2017. From Super Mario to Skyrim: A framework for the
evolution of video game consumption. Journal of Consumer Behaviour, 16(2), pp.101-20.
Martin, F., Scott, J.M. & Thompson, J., 2017. Strategic Management: Awareness and Change.
Boston: Cengage Learning.
Marx, W., Haunschild, R. & Bornmann, L., 2017. Quantitative analysis of a highly dynamic
research field. Journal of Grapevine Research, 56(1), pp.35-43.
Padilla-Díaz, M., 2015. Phenomenology in educational qualitative research: Philosophy as
science or philosophical science. International Journal of Educational Excellence, 1(2), pp.101-
10.
Pavlineri, N., Skoulikidis, N.T. & Tsihrintzis, V.A., 2017. Constructed floating wetlands: a
review of research, design, operation and management aspects, and data meta-analysis. Chemical
Engineering Journal, 308, pp.1120-32.
Percy, W.H., Kostere, K. & Kostere, S., 2015. Generic qualitative research in psychology. The
Qualitative Report, 20(2), pp.76-85.

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Queirós, A., Faria, D. & Almeida, F., 2017. Strengths and limitations of qualitative and
quantitative research methods. Journal of Education Studies, 5(3), pp.112-20.
Sovacool, B.K., Axsen, J. & Sorrell, S., 2018. Promoting novelty, rigor, and style in energy
social science: towards codes of practice for appropriate methods and research design. Energy
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Suresh, S. & Rao, L.M., 2018. CCCORE: Cloud Container for Collaborative Research.
International Journal of Electrical and Computer Engineering, 8(3).
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education, 7(4), pp.669-70.