INDIVIDUAL ASSIGNMENT COVER PAGE

Student’s name Asila Uwiteka Abdoul

Student number 202105377

Name of Campus Braamfontain
Year of Study 2023 Semester 2nd

Programme BCOM Marketing and Business Management

Module
Module Name Research Methodology RMED220
Code
Lecturer Mr Banda
Date
29 October 2023
Due date 29 October 2023 submitted

DECLARATION BY STUDENT

I, the undersigned declare that:

 I have retained a copy of this assessment.

 I understand what plagiarism is and am aware of the Damelin’s policy in this regard.
 The work hereby submitted is my original work, gathered and utilised to fulfil the
requirements of this assignment except for source material explicitly
acknowledged.
 I have not used work previously produced by another student or any other persons
to hand in as my own.
 I have not allowed, and will not allow, anyone to copy my work with the intention
of passing it off as their own work.

Signature of Student

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TABLE OF CONTENT

INDIVIDUAL ASSIGNMENT COVER PAGE .............................................................. 1

INTRODUCTION ........................................................................................................ 3

QUANTITATIVE AND QUALITATIVE RESEARCH METHODS ................................. 4

EXAMPLES OF DATA GATHERING BY LARGE COMPANIES IN A

TECHNOLOGICALY ADVANCED WORLD: .............................................................. 8

CONCLUSION ......................................................................................................... 11

BIBLIOGRAPHY ...................................................................................................... 12

PLAIGERISM REPORT ........................................................................................... 13

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INTRODUCTION

Research is a systematic method used in generating new knowledge or enhancing

our understanding of a particular problem. Two primary methods frequently used in
conducting research are quantitative and qualitative research. Both of these methods
use different methodology and are used for various reasons, but they are frequently
combined to provide a comprehensive understanding of complex topics.in this
assignment we will be discussing the importance and roles of these research
methods as well as how big coorparations makes use of these methods when
conducting research.

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QUANTITATIVE AND QUALITATIVE RESEARCH METHODS

Quantitative Research

 Quantitative research is a systematic empirical investigation in which data is

collected in numerical form and analyzed using statistical techniques.
(Bryman,2016)

Role:

 The purpose of quantitative research is to identify relationships, patterns, and

trends by gathering and analysing numerical data. Its main responsibility is to
offer evidence that may be used to test hypotheses, measure variables
systematically and objectively, and make informed decisions. It is often used
as an answer to questions like "how much," "how many," or "to what extent."
(Anderson, 2019).

Importance:

 Objectivity and repeatability

Quantitative research relies on measurable and quantifiable data, reducing the
potential for bias and subjectivity.This objectivity makes it possible for other
researchers to replicate findings, improving the trustworthiness of results.
(Smith,2012).

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  Statistical analysis:
Statistical methods are used in quantitative research to analyse data. This makes it
possible for researchers to gather information about populations from sample data,
draw reliable conclusions, and spot connections and trends.

 Generalizability
The results of quantitative research are frequently relevant to a larger population.
This is very useful when researching huge populations or establishing hypotheses
from a sample.

 Accuracy
Research problems that require for specific numerical responses can be answered
with quantitative research since it provides accurate measurement.

 Testing Hypotheses
Researchers can carefully examine theories and hypotheses using quantitative
methods. Establishing correlations and understanding the variables that affect
results are made easier.

Examples:

 Surveys
Using questionnaires or interviews, surveys collect structured data from a sample of
individuals. These can be carried out in person, over the phone, or online. For
analysis, survey responses are often coded numerically.

 Experiments
Experimental research involves manipulating one or more variables and measuring
the effects on another variable while controlling for confounding factors. This method
is often used to establish cause-and-effect relationships.

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 Qualitative Research:

 Qualitative research is a systematic, exploratory research approach that aims

to understand and interpret the experiences, behaviors, and perspectives of
individuals or groups. (Creswell,2017)

Role:

 Qualitative research involves gathering and analysing non-numerical data

through open-ended surveys, observations, and interviews. Its main function
is to study complex situations, identify fundamental concepts, and develop an
in-depth understanding of human thought, action, and experience.
(Smith,2015).

Importance:

 In- depth Understanding:

Qualitative research enables in-depth exploration of complicated topics. Going
beyond numbers and statistics, makes it possible to understand human behavior,
attitudes, and experiences better. (Smith,2012).

 Contextual Understanding:
Qualitative research provide more information of a particular problem. By considering
the social, cultural, and environmental elements that affect this subject matter, it
offers an in-depth understanding of it.

 Generating Hypotheses:
The results of qualitative research often act as the foundation for further study.

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  Understanding Diversity:
Qualitative research is a useful instrument for understanding how people and
groups differ from one another. It enables researchers to investigate differences in
viewpoints, actions, and experiences within a particular groups of people.

 Flexibility:
Qualitative research techniques are frequently adaptable and flexible, enabling
researchers to modify their strategy as they obtain new information throughout the
research process.

Example:

In-Depth Interviews:

 One-on-one interviews with participants are conducted to obtain thorough

information about their experiences, viewpoints, and opinions.

Focus Groups:

 Gathering a limited number of individuals for a moderated conversation about

a certain subject. Focus groups can be a useful tool for investigating group
dynamics, common experiences, and different points of view.

Ethnography

 Observing participants in their natural context requires researchers to get

totally involved in the research environment. To get an in-depth understanding
of culture and behaviour.

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EXAMPLES OF DATA GATHERING BY LARGE COMPANIES IN A
TECHNOLOGICALY ADVANCED WORLD:

Let's consider a large online company like Amazon and how it gathers data in
today's technologically advanced world: (Amazon's Privacy Notice,2014)

A. Quantitative Data Gathering:

 Sales Data:
Amazon collects large amounts of quantitative data on customer purchases,
including what products are bought, when they are bought, and where they are
shipped.

 Website Analytics:
The company employs web analytics tools to track website traffic, user behavior, and
conversion rates.

 Customer Reviews and Ratings:

Quantitative data is gathered from customer reviews and ratings to understand
product satisfaction levels.

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  Financial Metrics:
Amazon tracks quantitative financial metrics, such as revenue, profit margins, and
operational costs.

These quantitative data points enable Amazon to make data-driven decisions

regarding pricing, inventory management, and customer segmentation.

B. Qualitative Data Gathering:

 Customer Surveys:
Amazon conducts qualitative surveys to gather feedback on customer experiences,
preferences, and problems of its customers.

 Customer Service Interactions:

Customer service interactions are recorded and analyzed for qualitative insights into
customer complaints, inquiries, and suggestions.

 Social Media Monitoring:

The company monitors social media platforms for qualitative insights into customer
sentiment, trends, and emerging issues.

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Qualitative data helps Amazon understand the qualitative aspects of customer
satisfaction, identify areas for improvement, and refine their marketing and customer
service strategies.

In a technologically developed world, big businesses like Amazon use both

qualitative and quantitative research techniques to develop an in-depth
understanding of their consumers, goods, and market conditions. They can innovate,
make informed decisions, and maintain their competitiveness in the constantly
evolving business environment due to their integrated approach.

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CONCLUSION

In conclusion, the decision between quantitative and qualitative research is

influenced by the need to answer specific research questions and provide useful
data to a number of topics. Researchers may make wise choices and increase our
understanding by studying the importance of these methods and their unique
methodologies. In the end, combining quantitative and qualitative research is an
effective method for gaining a deeper understanding of the world especially with the
fast changing technology.

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BIBLIOGRAPHY

Creswell, J. W., & Poth, C. N. (2017). Qualitative inquiry and research design:
Choosing among five approaches. Sage publications.

Bryman, A. (2016). Social research methods. Oxford University Press.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data
analysis. Pearson.

Smith, J. A. (Ed.). (2015). Qualitative psychology: A practical guide to research

methods. Sage.

Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-
generated content differ across YouTube, Facebook, and Twitter? Journal of
Interactive Marketing, 26(2), 102-113.

Amazon's Privacy Notice:

https://www.amazon.com/gp/help/customer/display.html?nodeId=GX7NJQ4ZB8MHF
RNJ

Amazon Prime Video Privacy Notice:

https://www.amazon.com/gp/help/customer/display.html?nodeId=201460810

Amazon Advertising Privacy Notice: https://advertising.amazon.com/legal/privacy-

policy

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PLAIGERISM REPORT

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