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Quantitative inquiry is deductive and predicated on the existence of a hypothesis formulated before the start of the study. This research method is more standardized and uses different types of surveys, including telephone interviews, systematic observations, and others (Chu & Ke, 2017). Unlike quantitative research, qualitative research is inductive and does not necessarily rely on a hypothesis. Its data collection method involves the use of unstructured and semi-structured methods such as individual interviews, focus groups, and observations/participation, among others (Chu & Ke, 2017). More importantly, the sample size is usually limited, and responders are chosen to meet a predetermined capacity.
Therefore, quantitative research would be the most appropriate research method in a study that seeks to understand how long it takes a customer care agent to assist a customer during a telephone call. Conversely, if I wanted to determine why there is an increase in customer complaints regarding the quality of assistance by customer care agents, I would use the qualitative research method. Accordingly, the critical consideration when deciding between these two research methods is whether one is conducting a study to confirm/test a hypothesis or understand a phenomenon. Additionally, the sample size matters since a study with a vast sample size will require quantitative research to be more accurate.
To begin with, merging the techniques might be difficult since qualitative and quantitative approaches belong to distinct and incongruent frameworks. Hence, using a mixed-methods approach in research is inconceivable and undesirable since they reflect a unique and contradictory basis for understanding reality and gathering information concerning it (Patten & Newhart, 2017). Likewise, merging two approaches in a single research takes time and needs proven expertise. A mixed-methods study may necessitate a collaboration instead of one investigator to complete it thoroughly and in the time range required (Patten & Newhart, 2017). Finally, obtaining meaningful integration of various data sources and types can be challenging.
The execution of data collection and priority are two essential criteria that assist investigators in determining the most suitable mixed-methods approach. Data collection execution is the order in which the researcher collects qualitative and quantitative data. The alternatives are to collect the data all at once (concurrent design) or to introduce the data in stages (sequential design) (Patten & Newhart, 2017). In terms of priority, the mixed-methods investigator may assign equal importance to qualitative and quantitative components by highlighting/emphasizing the former or the latter’s components more.
References
Chu, H., & Ke, Q. (2017). Research methods: What’s in the name?Library & Information Science Research, 39(4), 284-294.
Patten, M. L., & Newhart, M. (2017). Understanding research methods: An overview of the essentials. Routledge.
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