Explain the value of qualitative and quantitative research methods

Explain the value of qualitative and quantitative research methods

Explain the value of qualitative and quantitative research methods

A deep understanding of the problem under study in a marketing research project is of the utmost importance. A literature review is a comprehensive examination of available information related to your research topic. When conducting a literature review, researchers locate information relevant to the research problems and issues. Literature reviews provide background information for the current study by clarifying thinking about the research problem and questions you are studying. Upon completing a literature review, it is time to start planning the research design. You will identify the qualitative features and benefits of an exploratory research design that are deemed useful in a marketing research study.

Scenario:

You are the new director of marketing for your chosen company. You have previously identified a marketing-related problem or opportunity to study using marketing research principles. Your goal is to write a literature review report using numerous secondary research resources to understand better and explain the problem or opportunity. Additionally, you will explore the qualitative and quantitative research design options to structure your research proposal. You will submit a report detailing a marketing research study’s design to C-level executives for approval. Use the following criteria to explore your chosen award-winning organization to prepare a marketing research design:

1. Choose Your Company: Choose an award-winning company from the Baldrige Performance Excellence Program website to study. You will evaluate the “Award Application Summary” as a business case for your chosen company.

2. Literature Review Preparation: Prepare a literature review using this Literature Review (attached info) format based on a marketing research problem. To continue the information research process, select one of the marketing problems or opportunities identified in the situation analysis that is most interesting to you. Under the “Purpose of the Proposed Research Project,” prepare an APA style Level 2 heading called “Literature Review” and address the following inquiries in this section:
– Identify relevant topics related to the research questions and objectives of the marketing research study.
– Identify five (5) peer-reviewed research articles from the Purdue Global Library based on the three (3) topics identified within the research questions and objectives of the marketing research study.
– Prepare an APA style Level 3 heading for each research resource in the literature review.

3. Literature Review Content: Use secondary research to develop a literature review. A literature review aims to validate a marketing research problem or opportunity and research questions.
– Summarize the literature review articles using critical thinking (refer to pages 53-65 in your textbook).
– Explain how each literature review article helps to identify variables or constructs associated with the research questions and objectives of the marketing research study (refer to pages 53-65 in your textbook).
– Explain how each of the peer-reviewed resources supports the need to conduct further marketing research to answer the research questions and objectives of the marketing research study (refer to pages 53-65 in your textbook).

 

 

Explain the relationship between variables and constructs in the research questions and objectives

 

Explain the value of qualitative and quantitative research methods

Explain the value of qualitative and quantitative research methods

4. Variables, Constructs, and Relationships:
– Identify the independent, dependent, and constructs found within the research questions and objectives of the marketing research study
– Explain why the variables and constructs in the research questions and objectives are observable or unobservable
-Explain the relationship between variables and constructs in the research questions and objectives

5. Hypotheses: Prepare hypotheses to identify the relationships between constructs.
– Prepare three (3) descriptive hypotheses related to the research questions and objectives for the marketing research study

6. Compare Research Designs: Compare the three basic types of research designs.
– Explain the value of qualitative and quantitative research methods.
– Compare how a marketing research study employs exploratory, descriptive, and causal research designs.
– Conduct research to validate how qualitative and quantitative methods can be used to collect and analyze data in a marketing research study.

7. Identify the Research Design: It is time to pick a research design. Read Chapter 4 and Chapter 5 in your textbook. Use your textbook and secondary research sources to validate the appropriate research design to study a marketing research problem.
– Pick a research design (exploratory, descriptive, or causal) to propose a marketing research study for an identified problem or opportunity in your chosen company. Explain why.
– Pick one qualitative data collection method, and explain how it will be employed in your marketing research study.
– Pick one quantitative data collection method, and explain how it will be employed in your marketing research study.