Qualitative Quantitative: Research Methods, Research Paper Example

Introduction

The pharmaceutical company had a historical triple digit sales profit of coated aspirin in the last quarter of 2013. In order, to understand this phenomena, the business unit implemented an employee feedback report for senior customer service representatives as a part of the new Total Quality Management (TQM) method. The pharmaceutical company’s purpose was to comprehend and understand the consumer’s behavior to purchase coated aspirin. Historically, the pharmaceutical management team applied a business model that included business research methods such quantitative and qualitative data to measure sales results (Kessler, 2013). Their organizational goals were to consider the human factors between the senior customer service agents and heart patient’s sales communication.

Statement of Problem

The pharmaceutical management team needed to understand why the heart patients chose the coated aspirin. The pharmaceutical company did not keep the feedback records from the senior customer agents. As a result, they needed to interview the senior representatives concerning the heart patient’s choice to buy the coated aspirin. The pharmaceutical company utilized statistical reports which provided the quantitative results, however, new management wanted to consider the human factors. However, the senior management wanted to continue using quantitative and qualitative.  The company plans to launch the new coast aspirin product for the first time in the Southeast region of the United States. They needed to predict the behavior and choices the new heart patients will make in the future. The goal was to determine the best method, whether it be quantitative, qualitative, mixed method or a phenomenological approach.

Purpose of the Study

The purpose of the study is interview 8 to 10 senior customer service agents to share their human experiences with heart patients. It is important for businesses to understand their customer’s human aspects and trends that lead to increased sales. The study by McLeod (2008) indicates the management team must make a decision to use quantitative and qualitative results versus the human factors. The senior representatives were on the front line taking all the incoming inquiry calls that lead to record sales. The primary purpose of the study is to measure the feedback to determine which type of human factors contributed to the record sales of coated aspirin.

The business model must include sound business research theories that can explain the numerical significance as well as human significance in measuring an organizations yearly sales performance (Warnier, & Runfola, 2014. The secondary purpose of the study is determine the usefulness of the quantitative and qualitative data versus the phenomenological methods. The secondary problem was the business decisions were challenged because the old statistical model could not explain the success of the new coated product. The organizations that make financial decisions for long-term or short-term can success must choose the best business research model. (Darwish, 2013). The study will help the pharmaceutical business make sound decisions along with learning to utilize quantitative/qualitative data or phenomenological methods.

Research Questions

What the best research approaches is in determine the success of heart patient sales in the business unit?

Hypotheses

(H_o )Null: The business unit will not be able to use the quantitative and qualitative data to determine why heart patients choose to purchase the coat aspirin.

(H₁ ) Alternative: The business unit will be able to use a mixed method of phenomenological and qualitative data to determine why heart patients choose to purchase the coated aspirin.

Definition of Key Terms

Term 1: Quantitative Method

The quantitative method is based on numbers and data that can be measured such as length, volume, height, speed or time (McLeod, 2008).

Term 2: Qualitative Method

The qualitative method is gathering data not based on numbers but is measurable using tools such as surveys, group interview’s or direct observations (McLeod, 2008).

Term 3: Phenomenological Method

The phenomenological method looks at the experiences of human beings on why decisions were made concerning a subject or item. This method is an alternative to measuring data that cannot be explained with numbers but with human interactions on the psychology of why the made certain decisions or choices (Stanford Encyclopedia of Philosophy, 2003).

Term 4: Total Quality Management (TQM)

The Total Quality Management (TQM) is a management tool or approach to measure the success of the company’s product through customer’s feedback (ASQ, 2015).

Term 5: Null Hypothesis

The null hypothesis (H₀) is a hypothesis which the researcher tries to disprove, reject or nullify.

The ‘null’ often refers to the common view of something, while the alternative hypothesis is what the researcher really thinks is the cause of a phenomenon (Shuttleworth, 2015).

Term 6: Alternative Hypothesis

The simplistic definition of the null is as the opposite of the alternative hypothesis, H₁, although the principle is a little more complex than that (Shuttleworth, 2015).

Brief Review of Literature

The literature review of the Warnier, and Runfola (2014) explained the significance of businesses selecting the right business models to determine their reasons for success. This literature research supported the theory that quantitative and qualitative data has a place in the strategic decisions made by management. The authors suggested that all businesses should utilize different research methods to resolve complex business problems. The human factors are often not considered in making financial decisions because the numerical representation is easy to measure and predict volume and sales (Warnier & Runfola, 2014). The literature review examined the business research methods can be utilized to resolve complex business problems along with a qualitative narrative. The literature supports the alternative hypothesis that the business unit will be able to use a mixed method of phenomenological and qualitative data to determine why heart patients purchase the coated aspirin.

The Darwish (2013) studies concluded that the use of quantitative data alone can be skewed. The organization can make use a quantitative and qualitative balance approach to solve business problems.  The literature review supports the theory that using quantitative data can provide the numerical representation that gives the volume, however, to more in-depth the business should use phenomenological methods to identify trends in behaviors. The McLeod (2008) literature states a business unit must understand how to read the quantitative and qualitative results to make the more informed business decision. The author indicates the proper choice of a business research methods is critical to operational decisions, when trying to answer questions or problems. The Kessler (2013) literature supports the use of observations and group discussions to provide an opportunity to evaluate business decisions that not limited in scope. In addition, the use of quantitative methods can help business managers with the number of sale units sold however, the business manager must learn how to incorporate the human factors.

Summary

The literature review supported the theory that business must have a diversified business approach to making decisions based on quantitative and qualitative data. The literature also found that using a blended approach of qualitative and quantitative data can produce results that are more creditable. The literature supported the theory that quantitative and qualitative data has a place in the strategic decisions making process. The literature found that business units must understand which situations dictate the use of different research methods. The complex business problems can drive which process is best for quantitative and qualitative methods or the use of the phenomenological methods.  The literature supports the theory that quantitative data aims to put data into classifications that collect numerical data to measure specific business results. The literature suggests that both quantitative and qualitative methods can answer generalize and complex questions as well as help the business unit evaluate the organizations financial performance. The literature found that businesses must use a combination of human factors along with qualitative/quantitative data to make sound decisions. The advantages of the quantitative method provides numerical results that can be measures financial results and the disadvantages it cannot measure the human factors like the phenomenological and qualitative methods.

Research Methods

Quantitative Approach

The qualitative approach is based on hypothesis, data collection and interpretations used as a deductive approach to make business decisions (Anderson, Sweeney & Williams, 2004). The pharmaceutical company can use the quantitative approach to determine certain factors but those factors will be only numerical numbers based on the heart patient’s choice of coated aspirin. The questions will be answered such as how many heart patients made the phone calls about coated aspirin or which specific brand did the hearts patients choose the most. This is all good information for quantity but does not answer the human factors of why they choose the product. The business manager can apply the quantitative methods use numbers and statistics to many different departmental needs for critical reports that use quantifiable results. In the comparison, to the qualitative approach the quantitative approach has limitations because it cannot measure information that is descriptive. Another difference, is quantitative data cannot provide information about gender, race or ethnicity.

Qualitative Approach

The qualitative approach could be used in conjunction with the phenomenological methods, which can be identified as a mixed method. This mixed method would be the best tool for a business to measure results based on the human factors such as the heart patient’s behaviors, age, and personal preferences. The phenomenological approach would provide the corporation with the human factors such as heart patient’s date of surgery, physicians suggested use of coated aspirin or if the heart patients chose the coated aspirin based on the advice of the cardiologist. The qualitative data combined with the phenomenological data can provide a better platform for the management team to make informed decisions. In comparison, to the quantitative method, the mixed method would produce the best results.

Phenomenological Approach

A collection and analysis of the employee’s perceptions is the best research method because business needs can make more precise decisions based on the human experiences. This was the first time in history the pharmaceutical company made profit in 10 years with the sale of a new coated aspirin for heart patients. The best method to understand why heart patients are choosing the coated aspirin would be the utilization of descriptive phenomenological method. This method can record the customer agents and heart patient’s communications and trends that led to the sale of the coated aspirin. In addition, the interpretive phenomenological method would help understand the psychological reasons the patient choose the coated aspirin.

References

ASQ. (2015).Total Quality Management (TQM). Retrieved from http://asq.org/learn-about-quality/total-quality-management/overview/overview.html

Darwish, A. Y. (2013). Predicting the performance of undergraduate business students in introductory quantitative methods courses. Quality Assurance in Education, 21(4), 359-371. doi:http://dx.doi.org/10.1108/QAE-11-2012-0043

Kessler, E. H. (2013). Encyclopedia of Management Theory. Thousand Oaks, California: SAGE Publications, Inc.

McLeod, S. (2008). Qualitative Quantitative: Research methods. Retrieved from http://www.simplypsychology.org/qualitative-quantitative.html

Warnier, V., & Runfola, A. (2014). Guest Editors’ Introduction. International Studies Of Management & Organization, 44(4), 3-8. doi: 10.2753/IMO0020-8825440400