Qualitative and Quantitative research

Quantitative research method (CTU, 2016) is defined as the one including experimental, quasi-experimental, and non-experimental. This method employs traditional mathematical and statistical ways to measure results conclusively (Shuttleworth, 2008).

Qualitative research method (CTU, 2016) is defined as the one including exploratory, case study, and phenomenology. This method is usually employed to study human behavior and habits (Shuttleworth, 2008).

Qualitative research is usually performed first to get ideas and possible leads which can later develop into hypothesis to be tested using mathematical and statistical model using quantitative research method. Thus both methods complement each other and together provide a complete picture.

As per CTU (2016) dissertation research and writing guideline, mixed research method is usually discouraged and require advance approval from lead doctoral committee. Both integrity and credibility are important to conduct research. Integrity defines the honest and trustworthy approach towards the research topic without any bias. Credibility in research is an important aspect to prove the truth of research by using multiple methods, resources and theories.

One particular use case of research from work was the launch of new marketing campaign using cellular network performance metrics based on coverage, blocks, drops, voice quality, speed of data connection etc. However to understand the importance of each metric from customer’s point of view, a research study was performed to get the weights of individual metrics. Finally a composite metric was created using weights with individual metrics to compare the performance of all cellular network carriers. After statistical testing and making sure there was no bias, marketing campaign was launched in the holiday season labeling given cellular network as best for the composite metric.

Another example of research from work is the use of anonymous employee and customer engagement survey every quarter to determine the promoter score. Happy employees are tagged as promotors while disgruntled employee are tagged as detractors while rest as neutral. Similarly customers promoting the service of their own cellular provider are labeled as promoters and so on. Score card is than generated to determine whether company is doing well to satisfy employee and customers (more promotor score) versus other competitors in the industry or not. Based on the results, actions are usually taken to improve the satisfaction rate.

Reference:

CTU (2016) CTU Doctoral Research and Writing Guide. Retrieved from http://careered.libguides.com/ld.php?content_id=22881349

Shuttleworth, M. (2008) Quantitative research design. Retrieved from https://explorable.com/quantitative-research-design

Shuttleworth, M. (2008) Qualitative research design. Retrieved from https://explorable.com/qualitative-research-design