Appraisal of Qualitative and Quantitative Research Methods Report

This report provides a detailed analysis of qualitative and quantitative research methods within the context of marketing. It begins by outlining the fundamental differences between these two approaches, emphasizing their distinct methodologies for data collection and analysis. The report then examines two academic articles, one employing a quantitative approach to investigate the factors influencing consumer perception of product comments on social media (sWOM), and the other utilizing a qualitative approach to explore video game consumption patterns. For each article, the report dissects the research aims, methodologies, strengths, weaknesses, limitations, and ethical considerations. The quantitative article utilizes a deductive approach and survey method to analyze the impact of factors like intimacy and informality on consumer perceptions of sWOM, while the qualitative article employs an inductive approach and personal interviews to understand the evolution of video game consumption. The report highlights the advantages and disadvantages of each method, including sampling techniques, data analysis, and potential biases. Finally, it addresses the ethical issues related to each study, such as confidentiality and openness, offering a comprehensive understanding of the research process and its implications in the field of marketing.

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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

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variables which describes that whether there is the significant difference of the sWOM on the
different factors which is describe in the study.
Researchers adopted survey method for collecting the data, therefore study was conducted in
Taiwan and for social media tool researchers selected Facebook application. It is because of
majority of the users remain active on Facebook and it is become important and major tool for
marketing and increasing information about the products, things etc. Further, for the sample size
researchers used university students because they remain more active and provide more
comments on the products. The students will be more than or equal to 20 age in which 48% of
the students were between the age of 21-25 and other 48% were in the age of 26-30 (Hanh Le et
al., 2017).
The information is received through distributing questionnaire so that data analysis is done in
more effective to achieve the aim of conducting the research. This method is considered useful
because it involves more number of students with different perception and opinions and
evaluation is done through using scale accuracy analysis method. The different questions were
developed so that questions become appropriate for testing the relationship between the two
factors in this different factor such as trust ability, honesty is also involved. This survey method
supports in getting more answers about the subject matter (Rahman, 2017).
Strengths and weaknesses
The survey methods provide various advantages to the researchers which includes that it leads in
including large sample through which more respondents gets involved in providing information
that is in the study the age group is dividend in different segments (Hanh Le et al., 2017). It also
has other advantage that is it become easy to distribute to appropriate respondents which are
selected in the study. Further, it also provide other benefits that is it help the participates to get
extra data about the subject matter and give adequate time for filling the form so that their
opinions and perception about the product comments will be recorded (Pavlineri et al., 2017).
The methods also has some weaknesses which is included in the study and which is become
challenge for the respondents which includes that sampling size is large which become difficult
to analyze the information. Further, it is also the weaknesses of the method that in this researcher
find challenge in developing the questions which is suitable for the study (Hanh Le et al., 2017).

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It become time consuming and leads in requiring more staff in conducting the study and to gather
the information about the subject matter. The lack of selection of appropriate sampling technique
in the proposed method is also become weaknesses of the study.
Limitations and ethical issues
The limitations of the study is that the present study focuses on limited factors that is it can also
include relaxation variable in the study it is because this factor is also considered driving force in
communicating the message and providing comments on the products (Hanh Le et al., 2017).
The other limitations of the study includes that it focuses on providing information by including
only one social media tool, therefore in future researchers can include other application because
individuals behavior is affected by various other reasons.
The ethical issues involved in the study is lack of confidentiality because of getting the answers
of conducting the researchers, the opinions of all the respondents is revealed so that it can further
analyzed through adopting testing method (Hanh Le et al., 2017). The other ethical issues which
researchers has to deal with is difficult in maintaining openness and carefulness in the study it is
because study was conducted with large sample size which is become challenge to include all the
factors and aspects of the study. Therefore, this leads in reducing the insights of the study and
through this researchers find complex in making contribution to the research and get more
information about the predicting factors which influence consumer’s attitude (Iacobucci, 2016).
Article 2
Research aim
The objective of the article is to investigate the more understanding regarding the consumption
of video games among the consumers and their impact on the evolution of consumers (Kuo et al.,
2017). The study focuses on describing that video game is become unique medium for
entertainment and it is divided into several category. It is important as other form of media which
includes film, television etc. The consumers get more familiar with the video games instead of
focusing on running, jumping and various other activities. The game play includes various

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combinations of mechanics which creates unique experience of the players this leads in
increasing consumer’s satisfaction (Percy et al., 2015).
There are also various conflicts for video game consumption which includes that due to increase
in video game, consumers increase more relationship in playing games that is they spend more
time in playing video games. It is the situation in which individual do not accept the truths that
video game is become the habits of the consumers. The game-play is become the grind due to
increasing more amount of time on completing the repetitive tasks (Kuo et al., 2017). There are
various changes which occur in different areas of gaming that is continuously enhancement in
the game graphics, the evolution of games changes by playing with the simple stage to the
complex stage (Fanelli et al., 2015). These areas increase interrelation of the consumers with the
video play which can be say that it increase the gaming experience, players nonetheless to
manage the behavior and attitude of gaming. This creates the boundaries among the reality and
virtual world.
Research approach and method
The present research used “Qualitative with inductive approach” it is because the objective of the
study is achieved through focusing on the observation and theories therefore, in this research the
various articles are reviewed so that the framework of the player, narrative and game play is
described. It also focuses on providing information about the there are various problems which
arises because of increasing consumption of the video game among the consumers (Kuo et al.,
2017). Through which it is describe that video game addiction is increase among all the
communities and it is not change based on the demographics and also from the comparison
substance.
Therefore, it is demonstrate that this approach supports in understanding the more integration of
the game play, this is revealed that in this procedure the coordination among the technological
innovation and artistic direction is revealed, the game reinvest and change the one personality
and characteristics. The study adopted personal interview method, in which 23 informants were
selected based on using the purposive sampling technique this leads in providing accurate
information about the subject matter (Kuo et al., 2017). In this various questions were asked
which includes minimum spending time on the video games, in this method follow up is also
taken from the respondents to explore more regarding the consumption experience of the

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consumers. The method also helps in providing adequate structure of finding the gaming
experience and to find the interest for increasing greater amount of rapport and credibility among
the respondents who were interviewed regarding the study.
Strengths and weaknesses
There are various advantages of the personal interview in which it is described through the
present article that is personal interview helps the respondents in increasing more corporation
rates and explain the overall subject matter and situation to the interviewer for getting adequate
information about the selected topic. It also provide various other benefits that is through this
different opinions of the respondent will be taken which leads in getting in-depth response and
supports in getting specific data about the subject matter (Suresh & Rao, 2018). It support in
getting accurate information and provide accurate results about consumption of video games in
the present year.
The study also has some weaknesses that is it increase the cost and expenditure of the study and
it is time consuming because of involving more respondents in the study and analyzing the data
which is gathered from the participants. The sample size which is selected in the article is not
represent able that is it is not adequate and appropriate for the selected study to gather valid
information about the consumer’s consumption (Kuo et al., 2017). Further, there is improper
communication which increase biases and cause misleading among the selected participants
through which it become difficult to maintained informed consent in the study.
Limitations and ethical issues
The limitations of the study includes that it does not include specific components and factors
which give raise and through which consumption of consumers towards video games is
increased. The methods selected in the study also do not provide information regarding the
degree of impact consumers have on the video consumption (Kuo et al., 2017). The article also
does not provide appropriate data regarding the conflicts between the each pair of video games,
degree of greater acceptance. The research also not focus on providing information about the
more acceptance of the video games in the present year among the consumers who all play and
consume more video games.

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The framework used in the study also do not involve in getting the proper information about the
subject matter so that evolution can be better understood by the consumers. So, that information
about game play is integrated. The ethical issues involved in the study are that in this it become
difficult to gather legal information about the evolution of the video games (Kuo et al., 2017).
The other challenges of the ethical work there is also difficult to maintain biases among the
respondents and in this it is also become challenge for redefining the experience of gaming in the
article.
Conclusion
From the above it is concluded that quantitative method supports in providing numeric data and
qualitative leads in providing non-numeric data. The selected two articles provide information
that data collection was done through selecting survey and personal interview method. Further, it
is demonstrate that it results in including respondents in the study to provide information about
the subject matter. The investigation also describes that these method leads in giving more depth
information so that objective of the research will be accomplished and more participants will be
included in the study. However, it also has some disadvantages that are this can increase biases
among the respondents and sometimes can become time consuming.

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