Qualitative and Quantitative Research in Strategic Communication

Introduction

In quantitative research, the focus on the public understanding the population one has to make statements about. The population may comprise of a particular group of individual, for example, competitor's product purchaser's, Republicans, Democrats, men over 50 or even any other group one wishes to venture into. From a given population, a sample for the study is chosen on which the research questions will be addressed. Random selection can be made among the available people in a probabilistic manner; this gives a substantial generalization measure. A random sample implies that the participants have an equal chance of being chosen since a random selection is made. Opinions within a selected population are well accounted for. The accuracy depends on the size of the sample population. Larger sample size implies small error margin, whereas small sample size may result in data errors.

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On the other hand, quantitative research strategy focuses on quality information aimed at making one to gain an understanding of the public opinion while disregarding the statistical part. It is a valuable research methodology since it gives the researcher experience, learn on values and public viewpoints. It generates ambient quotes to be used as research evidence for illustration in strategic documentation. Some slogans used in public relation messages can be created from qualitative research (McDaniel & Gates, 2013). Qualitative research provides a skillful question answering from the public relation. The participants are given room for explaining the reason behind their mode of decision making, how they believe concerning a particular area and related fields. The researcher can go far behind in-depth topics and gain an understanding of them and the related meaning the participants associate them with. Having sophisticated knowledge of various issues and idea integration is essential when it comes to organizational strategies as well as developing skillful messages to different ethnicities.

Focus Group and Survey Findings

Focus group findings reflected over a hundred meaningful conclusions, which was reduced to four main themes. 1. Hockey is a top priority game that the participants considered knowing concerning it would be beneficial, which is a possible plan. One of the focus group participants continued to state that "if hockey doesn't work out for me, then I have hope for getting a job because of my education." In terms of prioritization, little ambiguity was experienced as many participants said that hockey had significance importance (Stewart & Shamdasani, 2014). One of the focus group participants argued that whenever an overlap was experienced, hockey would be prioritized. For instances involving education, the team kept grades track to ensure suitable measures are taken towards hockey.

Participants were strictly tied on believing that hockey had higher priority over education; they also seemed to be appreciative to such scholastic opportunities. There was the emergence of the cyclic relationship between hockey and going to school (Webb,2002). An opportunity to playing hockey was realized in going to school as well as going to school brought up a chance to play hockey. This was obtained from a statement stating, "I wanted to go to use hockey to help me to go to a school. I probably wouldn't be able to go without it." Such an individual acknowledged that his success in joining his school of choice was depended on being part of hockey.

The participants revealed that participating in a hockey game in college was of significant importance to them. Apart from receiving training from their coaches, participating in hockey would open up extra time to develop than to participate in hockey alternative game which locks out participation when one turns 20. They kept a strong belief that going through college classes could be beneficial to their future.

Comparison Between the Focus Group and Survey

Survey research focuses on respondent samples in data collection in market researches to represent the consumer base. Through selecting a representative sample, marketing researchers can gather quantitative data with an accurate representation of the terminal consumers. Conducting marketing surveys allows an organization to collects more feedback from customers over a wide area. It makes it easier for an organization to send emails or follow up emails to their customers. The data collected can be summed up and voids adjusted to suit any unpresented data within the consumer base. Track changes can be made on previous researches or a data benchmark over a specific time duration, which can assist in further business insights over the overall business strategies.

Focus groups - refers to small groups selected randomly to represent a particular population. When the sample size is small, the focus group is the best data collection technique, where the respondents are involved in an interview. The focus groups are intended for idea sharing purposes, expressing attitudes and opinions regarding guaranteed service or product. Focus group produce qualitative data which needs further comprehension and drawing of conclusions. For a focus group to be successful several factors should be considered; 1. Focus groups should only consist of a few individuals to achieve meaningful outcomes. 2. Focus groups are only suitable for administering open discussions. 3. Focus groups may not be an excellent approach to uncovering ideas. 4. Difficulties in convincing people to be free is a common phenomenon.

To generate ideas or collect views on consumers' satisfaction towards the organizational products, services, and other business strategic plans, focus groups may be the best approach. However, when a company needs to collect reliable and accurate data, Survey research is the most suitable technique. The sample size is large, and the respondent is more willing to provide a piece of more precise information. The survey is more critical when it comes to collecting meaningful data compared to focus groups.

Surprises, Irregularities, or Homogeneity of Findings and Rationale

Qualitative feedback may be challenging to clarify especially for the questions which not been written clearly, which may result in misinterpretation by the respondents. Also, answers which have been written down may raise some reading difficulties. This may affect the recorded data as well as the subsequent data analysis. Since the researcher uses both open and closed-ended response formats for professional designs.

Individual issues are not covered completely, primarily when the focus group and survey research are used to collect data compared to a one-on-one interview. Some members may not be honest enough in providing a personal opinion concerning specific topics. This may result especially when opposing views exist between participants. One participant may not express their thoughts fully.

Moderate bias may affect the findings and results of focus groups. Biasness may result from the negligent or intentional injection of personal preference during the participant's idea exchange. This may lead to inaccurate results. Those moderating the groups may lead participants into reaching particular conclusions or assumption concerning a product or business idea. The participants may decide not to disclose his/her thoughts due to fear of making disappointment to the moderator resulting in giving wrong information.

The rationale behind such messes in data collection is the fact that, whenever people come together for a discussion, some have dominion over others leading to the suppression of ideas. Also, when methods such as surveys are used, not all the questionnaires are returned or filled correctly because every participant gives views according to their own will. No defined methods of data collection can be used to check for the truthfulness of the information provided.

Impact of Current Experience on Future Research

Market research is an essential component of any business strategy research for any organization aiming at understanding customer behaviors, wants, and needs. For any future research, a better understanding of the research techniques will be a vital factor. Depending on the degree of accuracy required and type of feedback needed, a proper decision should be made on which method best suits particular research.

One should have a clear understanding of the differences between focus groups and survey, and the best method determined depending on the circumstances (Larson & Poist, 2004). On observing focus groups in marketing research, a conclusion can be drawn that, it is more suitable for making behavioral characteristics of the customers. To obtain honest customer feedback, there is a need to hold sessions in an environment where the participants are free and comfortable to respond accordingly concerning the organization's products and services. The customers should be free to test the products to give more accurate feedback.

On the other hand, while using online survey groups for market research, it is best suited for market research, which needs little investment and the most significant returns. When conducting intensive research where accurate data is necessary rather than response, I will consider the survey methodology. A little time can be spent to design a good survey; some capital can be saved while reaching out to a large population within a short time.

Future research can be more accessible compared with current research since all strengths and weaknesses have been identified. Little effort can be made while maximizing the returns. Also, cost-effectiveness can be realized by switching to the correct methodology depending on the factors such as sample size and accuracy of the data.

Lessons Learned While Doing Focus Groups and Survey

Through assessing the two market research methodologies, several lessons can be drawn from each of them. A researcher gets an insight on which method to use depending on the provided conditions. In a focus group, it focuses on the qualitative part while in survey research, it focuses on quantitative measures.

Focus groups deal with product marketing within an organization. Social welfare is also put into consideration while administering focus groups (Zikmund & Babin, 2006). Participants are selected randomly and brought together to engage in a discussion about a specific topic concerning a particular topic. The participants are chosen depending on their relevancy and relationship to the area under study. There are no specific probabilistic criteria such as probabilistic sampling meaning no defined population.

In qualitative analysis research methodology such as focus groups, the accuracy of data is not heavily emphasized. The researcher is only concerned with the behavior and reactions of the customers towards the products or services offered by an organization. On the other hand, quantitative analysis research methodology focuses on the quantity of personnel involved in the generation of data. Accuracy of provided data is highly emphasized.

Summary

While conducting quantitative and qualitative analysis in strategic communication in the market research paper, it is essential to first look into the company expectations and degree of accuracy needed. The two principal qualitative and quantitative research methodologies are Focus Group and Online Business Survey. Focus group can be expensive and time-consuming since it involves direct conversations with participants during data collection. The cost rises when the site for meeting and the number of group surveys are many. Focus survey is only suitable in a market set up where the sample size is small. Focus groups are only used when the company...