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Qualitative vs Quantitative

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* Qualitative approaches have been fully accepted in market research for several decades, proving their value in guiding the development of new products and services, in testing the communication of advertising, in exploring the meaning of consumer vocabulary, in gaining understanding of consumer motivation, etc. (Bailey, 2014) * Quantitative research is a means for testing objective theories by examining the relationship among variables (Polit and Hungler 2013; Moxham 2012). A variable is a factor that can be controlled or changed in an experiment (Wong 2014 p125). The word quantitative implies quantity or amounts. Information collected in the course of the study is in a quantified or numeric form (White and Millar 2014). This is referred to as statistical evidence (White and Millar 2014). * I would prefer to use a quantitative means of research due to the facts that support the research you are doing. The supporting facts help to validate the research you are doing.
Polit, D.F. and Hungler, B.P. 2013. Essentials of Nursing Research: Methods, Appraisal, and Utilization (8th Edition ed.). Philadelphia: Wolters Kluwer/Lippincott Williams and Wilkins
Wong, G. 2014. Research Questions. In V. Wright-St Clair, D. Reid, S. Shaw and J. Ramsbotham (Eds.), Evidence-based Health Practice. South Melbourne: Oxford University Press.
White, L. and Millar, R.B. 2014. Quantitative Approaches. In V. Wright-St Clair, D. Reid, S. Shaw and J. Ramsbotham (Eds.), Evidencebased Health Practice. South Melbourne: Oxford University Press
Bailey, L. F. (2014). The origin and success of qualitative. International Journal of Market Research, Vol. 56 Issue...

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