Presentation

The research method that is going to be used for this project is qualitative research . This research method will play a big role in explaining into details the situation involved. The research method is primary exploratory research. The method will help in gaining an understanding of underlying reasons surrounding the company. This type of research puts more emphasis on the importance of looking on variables or information in their natural setting. This is where they are commonly found. Comprehensive information is collected through the use of semi-structured and open-ended questions (Tracy, 2013). Hence, this gives a chance for direct quotation. Through the use of this method, an interviewer will have a chance of playing a vital role during the process of investigation and data gathering. This method has successfully worked in different areas of disciplines and field, and that is why this project will make use of it. Some of the tools that will be exploited in the qualitative research method are observations, interviews, and surveys, as in our case, about the company. Application of these tools gives a researcher the ability to gain good understanding with regards to the target market. This is evident from the type of questions asked at the start of the process, and one will find that the questions begin with “Why”. The use of this research method has some pros and cons associated with it. Below are the pros and cons for this research method:

Pros

· Subject and issues of the company to be covered can be analyzed into details.

· Interviews are not limited to certain questions. This means that the interviews can be guided or redirected by the researcher in real time.

· The framework and direction of research can be revised very quickly and easy as soon as fresh findings and information emerge.

· According to this research method, the data to be collected depends fully on human experience. This is more powerful and compelling than data collecting data through quantitative research.

· Subtleties and complexities about the topic of the research or the subject covered are usually left out by many positivistic inquiries.

· Information or data is usually gathered from few cases or individuals. Therefore, findings together with results cannot be spread so much to larger populations. Findings a research can also be transferred to another setting.

· The research method allows a researcher to have a clear vision of what he or she expects. The researcher collects information in a genuine effort of transferring the data to a bigger picture.

Cons

· A big portion of the research or the quality of research greatly relies on the researcher's skills. The data collected or information can easily be influenced by biases and personal idiosyncrasies.

· Rigidity in the research is very hard to assess, maintain, or demonstrate.

· The quantity or amount of data makes the process of interpretation and analysis to be time-consuming.

· Qualitative research is sometimes not understood and accepted, especially in the scientific communities.

· The presence of the person carrying out the research cannot be avoided during data gathering. Therefore, this can influence or affect the response of the subjects.

· Matters of anonymity or confidentiality can bring up problems, especially during the presentation of findings.

Ethics needs to be applied on all stages of this research regarding the company. The stages of research here are planning, conducting, and analyzing the research project. This research is to be performed as per the ethical standards, that is, it will strictly follow the standards that are present in the APA Ethics Code so as to protect the right together with the welfare of research participants in this research. Some of the ethical considerations to be looked after are informed consent (participants will be given all information about the research, such as risks involved and nature of the research among others), confidentiality (participants and their response will be protected by making the response confidential and anonymous), risk (benefits in the research will be more than the risks involved), and deception (there will be no misinforming or withholding of information from the participants) (Oskar Blakstad, 2008).

Pros

· Ethical consideration helps to limit or avoid ethical dilemmas. This is why one has to know his or her ethical obligations.

· A researcher will also know his or her limits in the research when dealing with participants and after dealing with them

· Element, such as confidentiality will force one to come up with good and practical security measures for information obtained

· Researches that do not rely on ethical consideration end up not making significant contributions in their respective fields. So, adhering to the ethical consideration will make the research positively contribute to its intended purpose.

Cons

· Not adhering to ethical considerations, such as informed consent, privacy, risks, and deception will be violating the rights of others

· Some ethical considerations force researchers to leave out some information or important facts due to confidentiality

References

Oskar Blakstad (Nov 23, 2008). Ethics in Research. Retrieved Oct 16, 2015, from