IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Theoretical and Empirical Comparative Analysis on Quantitative and Qualitative Marketing Researches

Theoretical and Empirical Comparative Analysis on Quantitative and Qualitative Marketing Researches
View Sample PDF
Author(s): Piotr Tarka (Poznan University of Economics, Poland) and Mirosława Kaczmarek (Poznan University of Economics, Poland)
Copyright: 2015
Pages: 19
Source title: Market Research Methodologies: Multi-Method and Qualitative Approaches
Source Author(s)/Editor(s): Amandeep Takhar-Lail (University of Bedfordshire, UK) and Ali Ghorbani (Payame Noor University, Iran)
DOI: 10.4018/978-1-4666-6371-8.ch009

Purchase

View Theoretical and Empirical Comparative Analysis on Quantitative and Qualitative Marketing Researches on the publisher's website for pricing and purchasing information.

Abstract

This chapter focuses on the similarities and differences between quantitative and qualitative marketing research projects and the possibilities of combining them in triangulation. The comparative analysis of both types of the research was conducted on the basis of literature review and the empirical research results, which were obtained from the evaluation of usability of Polish bank website. In the following sections, the authors discuss issues such as: 1) specificity of quantitative vs. qualitative marketing research, with regards to the implemented research projects; 2) methodological aspects of quantitative and qualitative research. They compare the selected research and sampling methods. Also, the problems which may occur with reference to quantitative and qualitative marketing research triangulation on different stages of the research project are discussed. Moreover, strengths and weaknesses of triangulation are analyzed. At the end, the example of quantitative and qualitative triangulation in the research project investigating the usability of websites is presented.

Related Content

Enrica Amaturo, Biagio Aragona. © 2022. 10 pages.
Emiliana Mangone. © 2022. 13 pages.
Felice Addeo, Valentina D'Auria. © 2022. 18 pages.
Costantino Cipolla. © 2022. 12 pages.
Gianluca Attademo, Alessia Maccaro. © 2022. 11 pages.
Francesco Marrazzo. © 2022. 22 pages.
Sergio Mauceri, Maria Paola Faggiano, Luca Di Censi. © 2022. 24 pages.
Body Bottom