Research Methods: Qualitative, Quantitative, and More
Research Methods: Qualitative and Quantitative
There are two primary types of research:
- Qualitative: This involves fieldwork, but the definition of the number of persons to whom the instrument applies a rigorous process does not require, and the results obtained cannot be applied to the entire population.
- Quantitative: This uses a quantitative instrument, the application of which involves the determination of a sample by statistical methods, and the results are applicable to the entire population.
Secondary Sources Explained
SECONDARY SOURCES: These are texts based on primary sources and involve generalization, analysis, synthesis, interpretation, or evaluation. A secondary source is usually a commentary or analysis of a primary source.
A clear example is a primary source (internet) and a secondary source (notes on research methodology).
A primary source is not, by default, accredited or a secondary source. A primary source may only be a reflection of the events seen by one person.
The advantages of this source are its low cost and speed. The disadvantage is that it does not fully comply with the request.
Types of Secondary Research
Secondary research is divided into two categories:
- Secondary Internal: Documents that form and result from previous investigations within the company or institution.
- Secondary External: Based on published studies, books, internet resources, etc.
External Secondary Sources by Origin
- Public Sources: Publications, libraries, international agencies, commercial registers, etc.
- Private Sources: Directories, publications of confederations, magazines, media guides, etc.
Marketing Information Systems
Marketing information systems are permanent, organized, and updated structures composed of people, technology, and procedures that aim to capture, handle, process, and disseminate information to facilitate decision-making by those responsible for the organization. When we speak of a system, we refer to something structured, with a goal, and organized to meet these objectives. Systems should be holistic, i.e., cover the company and its industry and environment with a global vision, and must be updated so that the information captured is relevant, appropriate, and never obsolete.
Research Study Types
Exploratory Research
Exploratory: A study aimed at deepening the understanding of a problem or objectives. It is also used to confirm secondary information or to verify hypotheses. The researcher must be clear about the level of scientific knowledge developed by previous work and research.
Descriptive Research
Descriptive: Used to analyze how a phenomenon is and how it manifests, along with its components. Allows detailing the phenomenon through the measurement of one or more of its attributes. The knowledge will be deeper than exploratory research.
Cross-Sectional and Longitudinal Studies
Cross-sectional studies: This study is like a photographic study of static elements, ignoring the effects of time on it.
Longitudinal studies: Measure the value of variables over time (diachronic study). This study needs supplies for a longer period.
Explanatory, Predictive, and Correlational Research
Explanatory: Based on experiments and analyzes the causes behind the observed facts. For example, while consumption is an effect, its causes are explained using socioeconomic variables: sex, age, lifestyle, etc. These variables are known as explanatory variables.
Predictive: The value of a variable is estimated in the future.
Correlational: The researcher aims to visualize how various phenomena are related to each other, or if there is no relationship between them.
Experimental and Non-Experimental Research
Experimental: The researcher is involved in the development of the study by altering the product to see the result.
Non-experimental: The researcher observes the phenomena as they occur naturally, without interfering in their development.
Transcript Studies
Transcripts: This type of study identifies people with a disease that we study and compares them with an appropriate control group not having the disease.