Question

How are qualitative methods used in your field (business)?

Are they generally accepted as being as valid as quantitative methods? (Hint – you will need to do a little research and provide citations to support your claims about this.)

Do you agree with the general consensus of professionals in your field? Why or why not?

Did any of the readings or the video this week help change your opinion about qualitative research?

Answer 1

Qualitative methods in business is useful in getting insights to the business like:

• To identify the demand existence for a new product or service
• The choice to be made between different products and suppliers
• The price factor that affects the decision- making
• The customers thinking about the product or service
• The decision power influenced by the branding, design and packaging
• The impact through the marketing messages (Positive or Negative)

By researching about the answers, the business can gain more insights in their attitudes and behavior

The multi- method approach has been adopted by the qualitative researchers to ensure the validity of the research. The biasness of the researcher is also minimised as the researcher spends enough time on field and employ multiple data collection strategies to corroborate the findings. In qualitative reaearch, triangulation method is followed in the evaluation to control bias and establish valid propositions. Constructivism is also defined that all the knowledge obtained is contingent upon the human practices. Several other factors are: Multiple Researchers, Member Checking, Low inference descriptors, Negative or discrepant data

I may not agree because the qualitative research seeks to understand the overall phenomena as completely as possible, This takes place in the natural setting apart from that of statistical principles and formulae.

No readings helped me change my opinion.