Unit III Scholarly Activity Using the CSU Online Library and other disciplinary
ID: 399355 • Letter: U
Question
Unit III Scholarly Activity
Using the CSU Online Library and other disciplinary resources, research how qualitative research is used in your field. Using this information, write an essay that describes how qualitative research tools can be used to aid in decision making within your field. Be sure your essay addresses the following questions/topics:
1. Describe specific qualitative methods and tools that could be used within your discipline to gather data. Include your rationale.
2. Evaluate their effectiveness with respect to certain areas within your discipline.
3. Include company or organizational examples within your essay, as relevant.
4. In your opinion, what is the future of qualitative research both within your discipline and in general?
Your APA-formatted response must be a minimum of three pages
Explanation / Answer
Qualitative research is a scientific tool for understanding the research topic or problem from the perspective of the population it gathers data and evidence from. It is considered as scientific research tools as it seeks to obtain answers to a question through utilisation of a methodology which is based on a sequential set of procedures which adequately answer the question and produces results which were not available earlier. The results produced may also answer important questions which may be relevant and useful for other questions but beyond the boundaries of the present research. Qualitative research is used for quantification of intangible factors such as opinions, delete, emotions, behaviours and relationships of individuals which provide a deep insight into the population being researched. Qualitative research cannot be generalized as it is not feasible to expect search factors to be applicable to different groups a populations as most individuals even within a similar culture or society exhibit unique traits, this is the one factor which limits its definition as a scientific tool. Qualitative research when combined with quantitative methods can prove to be extremely useful in providing a multifaceted approach and aspect of the population enabling optimal understanding of even complex phenomenon.
The most common qualitative research methods are:
Participant observation which is mostly utilised for Collection of data on the basis of observation of behaviours of the target population.
Independence which consist of Collection of data through extensive questioning of the target population in a scientific and predetermined manner to ensure elimination of errors due to presence of influencing factors.
Focus groups are useful for Collection of data by discussions within groups to elicit responses and views regarding various issues which may be of concern I have a major impact on various cultural groups of subgroups designed on required basis.
With qualitative research the data being accurate and unpolluted is very important in providing accurate insights answering the purpose the research is undertaken for, by proving its utility. To ensure this it is important that the samples used be adequate and dependable as regards size and diversity to be accurately representative of the population and provide required insights. The most common sampling methods Euclid within qualitative research are purposive Sampling and snowball sampling.
Another important factor in qualitative research is to ensure that the subject and the recruitment strategy is ethical and does not cross the boundaries of research or professional ethics in any manner. This kind of research deals with emotional attributes of the researched population the handling of the data and the report needs to be extremely sensitive. Professional ethics mean by involve ensuring that data is not fabricated on manipulated or plagiarized to provide any undue advantage to anyone involved stakeholders, be it the target population, or the users of the research. Informed consent special needs to be cleared had two wheeler insurance that every individual involved with the research understands clearly the reason for the research, the impact it would have and the way it is to be used.
Participant observation is extremely dependent upon the expertise of the observer and the ability to remain objective and abstain from becoming participants themselves to ensure that observations are not influenced. The observer needs to observe and record data in the logical manner regarding the appearance comma verbal behaviour and interactions, physical behaviour and gestures, the personal space people who stand out, and human traffic. for example the experience will include clothing, age, Gender, and physical appearance on the basis of which related information can be gathered. For example a certain type of clothing may indicate the religion of the person. However form objectivity and avoid subjective behaviour induced by stereotypical mindsets. Interpretation rather than observations of subjects may lead to subjectivity and erroneous recording of data, hence is to be strictly avoided. In depth interviews and focus groups maybe more reliable as they directly provide input in verbal or written form from the subject rather than a third person. This greatly reduces the scope for error and misrepresentation or misinterpretation. These methods can elicit information which is adequately descriptive providing substantial depth to the data. The interviews can provide an integrative perspective and clarity on opinions of the involved people while focus groups are able to provide extensive information in a short time duration along with information which has a wide spectrum as group interaction and dynamics can result in a brainstorming situation which stimulates conversation. However for these methods to be effective it is essential that a clear plan and methodology be employed along with the interviewer a group coordinator having the required expertise to ensure that the data is clean and focus is maintained on eliciting maximum information on the subject of research.
For my field as marketing executive the use of qualitative analysis is important for market segmentation on a demographic basis, to enable informed and rational decision making for marketing of the product to the targeted group. I would utilise in depth interview in method for conducting qualitative research to determine market size and target segment for my product buy collection of adequate data and its accurate analysis. I would draw up a marketing plan to obtain data on the required basis through the interview.
Marketing plan is an important tool for attaining all sales and profit goals within any organisation therefore it is essential that the plan clearly outline the required focus 2 effectively reach the target audience. The target market audience is a very important factor within a marketing plan as accurate identification of the target effectively enhances success production of wastages. Marketing is cost intensive and can substantially increase input cost if target audience is not identified and the marketing campaign is aimed at all and sundry resulting in extremely low effectiveness and returns, thereby impacting percentage of sales, profits and success, leading to demotivation. The target market needs to be clearly defined bye answering questions such as how the product or service is relevant to people what is the age bracket of the people most likely to utilise the product, is the product geographical irrelevant and more likely to do better in certain areas, what is the kind of outreach the product needs to have, and all other relevant questions depending on the product need to be extensively analysed at the planning stage as perfect knowledge of the target market and target customer requirement makes marketing much more effective for creation of promotions which are relevant and effective. The entire marketing strategy of every organisation is essentially planned around the target audience. Market segmentation needs to be utilised effectively to ensure that the identified target group is focused on effectively and it provides information on numbers making it easier to set achievement goals.
Demographic segmentation is one of the most important as it provides information on extremely relevant factors for marketing any product. Demographic segmentation divides the entire prospective consumer based on the basis of age, gender, income, size of family, education, ethnicity, religion etc., Making it extremely convenient to select the variables relevant to the product. Market survey based on demographic segmentation and also enable an organisation to understand consumer needs along with pierrot identification of the target audience and its performance. It also proved to be an excellent tool for improving the market share by targeting the segment which shows potential for creating consumers by aggressive marketing strategy aimed at this segment. It can also be utilised as an effective feedback tool to improve product packaging, design and image in alignment with customer requirements to add value to the product for the customer.
For example gender based demographic segmentation allows targeting a Cosmetic product such as a new range of lipsticks at the female customers of an age group between 18 to 45, depending on the product again whether it is more relevant to working women or younger generation, and the product is affordable for which income segment , the focus group can be further fine tuned.
Income based segmentation allows targeting of high income households for excusive services such as, exclusive restaurants, highly priced exclusive products in any segment.
Age based segmentation allows targeting of products more relevant for a certain age. For example online games will be targeted at the extremely young generation, who are the major consumers.
Education based segmentation enhances the effectiveness for marketing educational products such as, special courses, as well as publications and books.
Social culture based segmentation helps identification of consumers on the basis of recognised patterns of usage of certain products. For example certain food products or kitchen appliances are specifically utilised by the members of a particular community or cultural background. Identification of this group makes the marketing more effective by specifically focusing all promotions on this group.
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