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Discuss the following statement: "Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings." Cook & Reichardt (1979) stated that the

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Q2. Discuss the following statement: "Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings." Cook & Reichardt (1979) stated that the functions of quantitative research are more important than qualitative research. However, this statement is not that suitable and reliable nowadays. Quantitative research, as well as qualitative research, plays a significant role in today marketing research area. They enable researchers to analyze and evaluate people's behaviors and thinking for a particular topic. Most companies use this research methodology to get reliable and primary data. (Malhotra, 1999) "The distinction between qualitative and quantitative research are closely parallels the distinction between exploratory and conclusive research." (Malhotra, 1999, P.147) However, there are still many scholars argue about this topic for different reasons. In this report, it will bring up with arguments and analyses for both research methods, and a final conclusion will be made to evaluate which method is more trustful and reliable for a successful research. "Qualitative research is an unstructured and exploratory research methodology based on small samples that provides insights and understanding of problem setting." (Malhotra, 1999, p.147). Besides, "Qualitative data are gathered primarily in the form of spoken or written language rather than in the form of numbers" (Polkinghorne, 2005, p.137). This type of research is to identify the social meaning and individuals' interaction in terms of gathering people feelings, views, attitudes, interests, motivations and beliefs. (Polkinghorne, 2005) In other words, the researchers are more likely to get the results by understanding how people perform their human actions in society. For this reason, qualitative research is not only a useful tool for the identification of population study, but also more accurate than quantitative research (McDaniel & Gates, 2005). These examples can be found in the research topic of employees' satisfaction on hotel organisation, the researchers should focus with the personal working environment including all the facilities and offices in hotel, or follow the guideline from individuals' satisfaction based on their different beliefs and feelings. ...read more.


To conclude, the statement about "Quantitative research is more important than qualitative research" is incorrect. Based on these analyses, quantitative research provides more statistical information and conclusive findings, but it also shows inadequate in other aspects. On the other hand, qualitative research shows some of the strengths which quantitative research cannot be reached, but it is lack of organise and structure. There is no enough evidence to show one is more important than the other. More importantly, none of a successful research can only base on either one of them, no matter the qualitative research or the qualitative research. So, to complete a trustful and reliable research, a researcher must be able to combine both of research methods appropriately. Both of the research are same important as another. Reference Brittain, B.J. 1990, 'Research: money research: familiar challenges in unique disguises', Bank Marketing, Vol. 22, Iss. 12, pg. 42. Cook, T.D. & Reichardt, C.S. 1979, Qualitative And Quantitative Methods In Evaluation Research, 1st Edition, Sage Publications, USA. Donovan, D.T. & Fang, X. 2004, 'Applying interactional psychology to salesforce management: a socialization illustration', Qualitative Market Research, Vol. 7, Iss. 2, pg. 139. Malhotra, N.K. 1999, Marketing Research An Applied Orientation, 3rd Edition, Prentic Hall, USA. Polkinghorne, D.E. 2005, 'Language and Meaning: Data Collection in Qualitative Research', Journal of Counseling Psychology, Vol. 52, Iss. 2, pg. 137. Reventlow, S. & Tulinius, C. 2005, 'The doctor as focus group moderator--shifting roles and negotiating positions in health research', Family Practice [NLM - MEDLINE], Vol. 22, Iss. 3, pg. 335. Wong, T.Q. 1999, Marketing Research, 3rd Edition, Reed Educational and Professional, Great Britain. Wright, B.E., Manigault, L.J. & Black, T.R. 2004, 'Quantitative research measurement in public administration: An assessment of journal publications', Administration & Society, Vol. 35, Iss. 6, pg. 747. 1. Describe what "satisfaction" means and how this concept is to be measure. The meaning of "satisfaction" can be referred to many different areas. ...read more.


Understanding customer satisfaction can build a better relationship between the customers and the company as well. (Stowell, 1989) To measure the level of satisfaction, the implementation of researches should be performed, such as exploratory, descriptive, causal, qualitative, and quantitative research. Let's take an example of research questionnaire. They can use the survey to identify the customers demographic, such as their age group, gender, and income. And then they can set the questions related to qualitative research to define customers' satisfaction. The question can be how the services satisfy customers' expectation based on the quality of service. After collecting data from customers, they should analyze the result to make the solution to increase customers' satisfaction (Zikmund, 2003). Reference Chadee, D.D. & Mattsson, J., 1996, 'An Empirical Assessment of Customer Satisfaction in Tourism', The Service Industries Journal, Vol. 16, Iss. 3, pg. 305-302 Chang, C.H. & Tu, C.Y., 2005, 'Exploring Store Image, Customer Satisfaction and Customer Loyalty Relationship: Evidence from Taiwanese Hypermarket Industry', Journal of American Academy of Business, Cambridge, Vol. 7, Iss. 2, pg. 197, 6 Keaveney, S.M., 1995, 'Customer Switching Behavior in Service Industries: An Exploratory study', Journal of Marketing, Vol. 59, Iss. 2, pg. 7, 12 Knowles, P.A., Grove, S.J. & Pickett, G.M., 1993, 'Mood and the Service Customer: Review and Propositions', The Journal of Services Marketing, Vol. 7, Iss. 4, pg. 41, 12 McDaniel, C & Gates, R., 2005, Marketing Research, 6th Edition, John Wiley & Sons, USA Paula, G.M., 1985, 'Mood States and Consumer Behavior: A Critical Review', Journal of Consumer Research, Vol. 12, Iss. 3, pg. 281, 20 Ruyter, K. & Bloemer, J., 1999, 'Customer Loyalty in Extended Service Settings: The Interaction Between Satisfaction, Value Attainment and Positive Mood', International Journal of Service Industry Management, Vol. 10, Iss. 3, pg. 320-336 Stowell, D.M., 1989, 'Quality in the Marketing Process', Quality Progress, Vol. 22, Iss. 10, pg. 57, 6 The Hindu Business Line, Retrieved 14, September 2005 from http://www.thehindubusinessline.com/2005/03/05/stories/2005030501091700.htm Zikmund, W.G., 2003, Exploring Marketing Research, 8th Edition, Thomson, USA ...read more.

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