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Introduction
It is a great conclusion that the qualitative approach helps researchers ask more profound questions about any given topic, and I fully agree with this idea. As Gladwell (2004) describes in his speech, people do not always know what they want it is difficult for them to answer honestly about their preferences. Therefore, it is vital to ask questions that help one get this information and find patterns in data that create a picture of peoples opinions.
Discussion
Qualitative research provides an opportunity for researchers to give the study participants space to discuss the topic in their way. According to Basias and Pollalis (2018), this type of research is flexible and effective when encountering uncertainty in the investigation. These qualities make qualitative analyses perfect for such spheres as business and innovation.
In contrast, quantitative studies ask closed questions that do not give people the ability to use their language or offer new ideas. It is a valuable tool for collecting statistical data and determining the mean, median, or other numbers in a large pool of information (Kotler & Keller, 2016). It can be effectively used in business research for example, to calculate the rate of customer base expansion (Basias & Pollalis, 2018). However, by itself, quantitative studies cannot assist in the creative process that lies at the foundation of many enterprises.
Conclusion
Therefore, while quantitative and qualitative studies should be a part of economic research, the latter approach is essential for business growth and innovation. Qualitative research is a point of connection with customers because it gives them a voice in the investigation process. Without asking open questions, a business can lose a vital source of consumer input and become obsolete in the eyes of its main factor of success.
References
Basias, N., & Pollalis, Y. (2018). Quantitative and qualitative research in business & technology: Justifying a suitable research methodology. Review of Integrative Business and Economics Research, 7, 91-105.
Gladwell, M. (2004). Choice, happiness, and spaghetti sauce [Video]. TED.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
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