Qualitative and Quantitative Research Methods
According to Kotler et al.( 2010 p. 124-125) “ Marketing research is a process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to managements.” This basically means that, a marketing research is a process of collecting, recording and evaluating the information related to customers’ needs and wants and products that are design to supply demand. This need for market …show more content…
Therefore organisations are progressively concerned how their employees feels toward work environment and how to get the best out of them. Qualitative methodology benefits the airline industry in terms of understanding how the organisation can get the best out of their workers OSterloh et al (2001). Kolachi and Wajidi (2007) believe how important qualities research is in today’s business environment. They have acknowledged that qualitative research makes a business productive and successful because of the knowledge applied and used to improve customer service. Furthermore qualitative research helps the organisation to gather information then use the information to maintain future organisational goals.
Quantitative research is mostly used in a survey form and fixed set of questions asked throughout the survey and normally involves a large group of people. Today’s business environment organisation are starving to keep customer and to meet their expectation as well as to find out how their organisation are positioned within their market segment. Therefore only quantitative methods are able to produce their marketing position almost instantaneously, by permitting business to effectively modify their products and service and quick decision making processes (Kotler, 2010). Quantitative methods produce significantly accurate decisions than it could be obtained through purely qualitative resonating methods. This is because quantitative methods are mathematical that