How to Decide upon a

Methodology ?

Course Title: Business ResearchCourse Code: BAN 375

Name Registration Number

Md. Shuhel Ahmad 2009731006

Taskia Akter 2009731039

Md. Sayeduzzaman 2009731052

Shah Jahurul Hossain 2008731040

Group Name: Inductive

Quantitative Research

Quantitative research is an inquiry into an identified problem

based on testing a theory, measured with numbers and

analyzed using statistical techniques.This research is used in

social sciences such as : economics, sociology, psychology,

political science, anthropology and history. The objective of

quantitative research is to develop and employ mathematical

models, theories and hypotheses pertaining to phenomena.

Different Types of Quantitative Research

Experiment: True experiments are characterized by random

assignments of subjects to experimental conditions and the

use of experimental controls.

Quasi-experiment: These studies share almost all features of

experimental designs except non-randomized assignments of

subjects to experimental conditions.

Survey: The survey is a non-experimental, descriptive

research method.

Strengths and Weaknesses of Quantitative Research

Strengths:

Hypotheses are tested before collecting data.

It is useful for studying large numbers of people.

Data collection is relatively quick.

Provides precise, quantitative and numerical data.

Weaknesses:

It is difficult to make quantitative predictions.

The researcher may be influenced by confirmation bias.

Knowledge produced might be too abstract and general.

To be statistically accurate, a large sample of the population

must be studied.

Qualitative Research

Qualitative research addresses business objectives through

techniques that allow the researcher to provide elaborate

interpretations of market phenomena without depending on

numerical measurements. Qualitative methods are also effective

in identifying intangible factors, such as ethnicity, social norms,

socioeconomic status, gender roles and religion, whose role in

the research issue may not be readily apparent.

Major Types of Qualitative Research

Action Research: Researchers work in close collaboration with a

group of people to improve a situation in a particular settings.

Ethnography: Emphasizes on describing and interpreting cultural

behavior.

Grounded Theory: Emphasizes on the generation of theory which

is grounded in the data.

Feminist Research: Feminist research has the specific purpose of

studying women and their status in the community.

Strengths and Weaknesses of Qualitative Research

Strengths:Data based on the participants’ own categories of meaning.

Useful for describing complex phenomena.

The researcher can study dynamic processes.

Useful for studying a limited number of cases in depth.

Weaknesses:Data collection and data analysis is time consuming.

The results are influenced by the researcher’s personal biases.

Lack of adequate validity or reliability.

Knowledge produced might not generalize to other people or other

settings.

Qualitative versus Quantitative Methodology

Basis Qualitative Quantitative

Common Purpose Discover ideas used in

exploratory research with

general research objects.

Test hypotheses or specific

research questions.

Samples Small samples often with

natural settings.

Large samples to produce

generalizable results.

Question format Open-ended. Closed-ended.

Data format Textual Numerical

Most often used Exploratory research design. Descriptive and casual

research design.

Deciding which Methodology is to Use

There is a thinking that one research methodology is better than

another. But neither is better than the other. They are just different

and both have their strengths and weaknesses. We need to consider

Which methodology is perfect for which situation. Triangulation

(Combination of these two methods) can be also used. Ideally if

budget allows, we should use both qualitative and quantitative

research since they provide different perspectives and usually

complement each other.