Seeing Value in Both Qualitative and Quantitative Research Methods

This course in quantitative methods is intended to provide a valuable tool in your toolbox of professional skills when you are dealing with real-world decisions. Much of your training will emphasize qualitative methods as a primary approach to understanding organizations, but there is a time and a place for each method. Based upon your desired outcome, many research questions can be approached by either a qualitative or quantitative research method. It is up the researcher to determine which method to use, as each method provides different information to address the research question.

Scenario: An organization has struggled financially against a very competitive product market and needs to change or shut down. Discuss the following:

• Suggest an appropriate qualitative and quantitative approach. What would be the advantage of each choice?
• How would each research methodology help the organization survive?
• What benefits would be achieved by each approach?