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Qualitative Methods

Qualitative research method is focused on gathering data in open ended communication. There is variety of qualitative research method such as ethnographic research, focus groups and in –depth interviews (Roller , 2019). Results of qualitative methods are descriptive and inferences are drawn from data obtained. Ethnographic research studies people in their environment through observation (Roller , 2019). The researcher using this method is expected to acquaint with the environment of the target audience which in this case could a remote location or an organization. The design of this scientific inquiry purposes to understand motivations, cultures, and challenges that occur. Research period could take few days or in some cases few years as its entails in depth observation and collection of data.

Quantitative Methods

Quantitative research is a systematic phenomena of gathering quantifiable data and performing computational, mathematical or statistical analysis on them. Researchers using this technique collect data from targeted customers by use of sampling methods, surveys, questionnaires, online polls amongst others (Stockemer , 2019). The results can be tabulated in form of numerical figures. Quantitative research method uses mathematical theories and framework “that pertain to the quantity under question.” Results obtained from this method are statistical, unbiased and logical. The most suitable scientific inquiry for quantitative research is by conducting survey where a pre-defined group of participants is used in collection of information in different topics of interests. In my opinion, this is the most suitable design and method for research work because the researcher gets firsthand information which cannot be altered (Stockemer , 2019).

Mixed Methods

Mixed methods research combines both quantitative and qualitative techniques in the same study. This approach provides researcher with a rigorous approach to answer research questions. Additionally, mixed method draws benefits of the two research methods i.e. qualitative and quantitative methods thus enabling researchers to have a wider perspective and explore relationships that exist between “the intricate layers of a multi facet research questions” (Täuscher , 2018).

Phenomena can be viewed from different viewpoint as researchers seek more panoramic view in the research work. Data in mixed method research is analyzed using different techniques for the same paradigm. This method is applicable in answering research questions that cannot be answered by either qualitative nor quantitative methods alone (Täuscher , 2018). Questions are thus answered deeply thus enriching experiences of the researchers and opening avenues for further exploration.

References

Roller, M. R. (2019, September). A quality approach to qualitative content analysis: Similarities and differences compared to other qualitative methods. In Forum Qualitative Sozialforschung/Forum: Qualitative Social Research (Vol. 20, No. 3).

Stockemer, D., Stockemer, & Glaeser. (2019). Quantitative methods for the social sciences (Vol. 50, p. 185). Springer International Publishing.

Täuscher, K., & Laudien, S. M. (2018). Understanding platform business models: A mixed methods study of marketplaces. European Management Journal, 36(3), 319-329.