Qualitative and quantitative strategies are utilized by researchers to gather knowledge in social science. Qualitative strategies embody the researcher’s expertise by way of strategies comparable to focus teams, case research, interviews and private observations. Alternatively, quantitative strategies embody onerous details illustrated in surveys and polls.
For functions of this text, I tried to decide on one methodology over the opposite and justify my choice. Initially, I selected qualitative analysis as a result of I benefit from the interplay with the topic underneath examine. With the intention to make an informed and correct alternative, nonetheless, I really feel it’s obligatory to grasp why each is utilized by practitioners within the first place. Earlier than choosing a way and taking sides, I recognized the professionals and cons of each analysis strategies.
After conducting each, I discover that quantitative analysis has extra execs than cons, versus qualitative analysis. Among the traits in favor of quantitative analysis are that it’s goal, managed, systematic, legitimate and dependable. It’s goal in that the researcher defines what’s underneath examine. It’s managed in the truth that the info is outlined, gathered and evaluated in keeping with prescribed guidelines that may be reviewed for error and measured by validity and reliability. Quantitative analysis identifies the onerous details and numbers associated to the problem.
Alternatively, qualitative analysis has extra disadvantages than quantitative. As a result of it’s uncontrolled and subjective, findings can’t be measured by validity or reliability assessments. Not like quantitative, it additionally doesn’t enable us to foretell or generalize a inhabitants past what’s present in statement.
The principle objective, and subsequently, benefit of qualitative analysis is to offer a richer deeper understanding of an issue or query being noticed. As a result of it’s subjective because of the researchers expertise by way of interplay with people, it offers other ways of wanting on the identical downside. With out this understanding, researchers can solely reply the query of how and never why.
Subsequently, I select triangulation – the strategy of utilizing each to gather and analyze knowledge. Public relations practitioners purpose to reply each how and why systematically. With the intention to plan and execute an efficient marketing campaign, they need to be capable of determine the problem with qualitative analysis utilizing strategies like surveys. But, it’s equally vital to grasp the inhabitants. By utilizing interviews and focus teams, practitioners are in a position to determine why the issue exists and find out how to attain completely different publics in a society stuffed with limitless media muddle and noise.
For instance, an consciousness marketing campaign informing USF college students of the results of school consuming would possibly use poster shows on campus, brochures and the Oracle to advertise its messages. Quantitative strategies like surveys may very well be carried out to learn the way many college students truly interact in consuming, whereas qualitative strategies like focus teams would discover out why college students select to or to not drink.
In conclusion, utilizing each strategies guarantee a higher understanding of a inhabitants leading to a greater marketing campaign. Arguments supporting each strategies and their significance got to show it’s crucial to conduct as a lot analysis as potential to create a scientific and efficient program.