Business Research 1

Date: Business Research (BS3S92)

Assignment 1:
Critical Evaluation of the Quantitative and Qualitative
Approaches of Research
Chosen research area: Influence of Social Media on Consumer Spending Habits on Fashion
Products
Student No:
Course: BA Business Management (Top Up)
Date:

Word Count: 3200

 Business Research 2

Contents
Introduction...........................................................................................................................................3
Research Papers Collecting Quantitative Data...................................................................................3
Research Philosophy..........................................................................................................................3
Data Collection Method.....................................................................................................................4
Sampling............................................................................................................................................5
Research Ethics.................................................................................................................................6
Research Papers on Collecting Qualitative Data....................................................................................6
Research Philosophy......................................................................................................................6
Sampling........................................................................................................................................7
Data Analysis Method...................................................................................................................8
Conclusion……………………………………………………………………………………..9
References……………………………………………………………………………………11
 Business Research 3

Introduction
Social media is referred to as a group of digital sites used as forms of communication by
individuals looking to share their perceptions, assumptions, observations, information, and
profiles, as it enables connections and exchanges among people across the entire world
(Ahmad et al., 2015). Social media has a significant effect on the fashion sector because it
facilitates communication among businesses and their clients. Social Media is also used to
launch new goods and services to the public at large (Alalwan et.al, 2017). Because
social media has evolved significantly, fashion brands are now effectively utilising numerous
possible channels as advertising mediums. Furthermore, because the fashion retail sector is
among the industries that undergo frequent changes, social networking has emerged as the
most affordable and accessible way to interact (Ahmad et al., 2015). Because of social
media's influence on all kinds of businesses, from the smallest digital attire to old and
developed mortar and brick organisations with a website, most organisations are gradually
entering social media (Gamboa and Goncalves, 2014). Often these old marketing methods are
vanishing out in contemporary days, resulting in the rise of the latest tactics that guarantee
that consumers are constantly enticed and intrigued in following the company's products.
Furthermore, many fashion designers have recognised this brutal truth (Saunier 2016).
Businesses are developing new approaches and concepts for advertising their goods and
services to their targeted customers, like using social networking sites. Some stylists,
designers, and editors behind the scenes have changed and adjusted to patterns impacted by
the individuals who purchase and pursue their designer brands, signalling a fundamental
change from the adoption of older techniques in the fashion business (Quang, 2018). In this
context, the purpose of this research paper is to provide insight into the qualitative and
quantitative methods employed by other authors when conducting the research related to our
topic of choice (The impacts of social media on the spending habits of customers at Pinko
Boutique).

Research Papers Collecting Quantitative Data

Research Philosophy
The researcher conducted quantitative research to investigate the influence that social media
has on consumers’’ decisions and behaviour. The investigation employed a descriptive study
design to explain the features of social networking sites that have significantly influenced
consumer behaviour in today's business environment (Lawless et. al, 2010). The study
strategy provides the researcher with the chance and framework to collect enormous
quantities of information from inhabitants of individuals who use social media in a cost-
 Business Research 4

effective way. Furthermore, using a survey in the research methodology enables the
investigator to easily manage the gathering and analysis of the data process, because surveys
are rational and simple in handling their metrics and outcomes (Cappa, 2015). Given that
the study concentrates on a particular area of the country, the purpose of the study's method
needs to be to reach as many potential individuals who use social media as possible as in the
research conducted in Myanmar, irrespective of race, sex, or age (Quang, 2018). It is
important to note that when researchers gathered a large number of responses from the
research area, the integrity, and validity of the findings and outcomes will be extremely high.
Quantitative researchers seek to develop an overall understanding of human behaviour and
other circumstances throughout various environments and groups of people. Quantitative
studies are often relatable, scientific, focused, and fast (Turk, 2005). Numerous scholars are
drawn to the quantitative approach because of its effectiveness and quickness.
Data processing equipment allows for the rapid processing and analysis of data, also with
large amounts of data. Equipment utilised to gather and evaluate quantitative data
includes weather thermometers, statistical analysis software, polls, and surveys. Utilising
non-biased statistical data, scholars can convey numerical findings clearly (Kemp et.al,
2018). An assessment, when executed properly, enables a researcher to make accurate
predictions and generalisations to greater, more widespread populations outside of the
preliminary test. This is extremely effective in empirical work. Quantitative research is
prioritised. The survey's objectives and layout are established from the start, and the study
serves to test the initial theory and ascertain whether it is correct or incorrect. Monitoring and
convenience are important to scientists. However when utilising the quantitative research
method the researcher gets less detailed information about the variables since they utilise the
numerical data.

Data Collection Method

The researcher employs an organised survey with a Likert scale of 1-5 to demonstrate the
level upon which participants agree or disagree with this concept. The polls provide
the reliability of inquiries, institutionalised questions, and the least amount of effort for data
gathering (Joshi et. al, 2015). Furthermore, individuals have the ability to attract more
respondents in a shorter period of time, giving participants sufficient time to answer the
research queries, and enhancing the privacy and confidentiality of the information provided
(Jebb et.al, 2021). Particularly, the investigator gave out the questionnaires to the participants
with the assistance of two assistants. The Likert scale of 1-5 is associated with its benefits
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which include: The Likert scale enhanced understanding of participants' behaviours and
attitudes. Furthermore, there is an integrated survey design, which implies a greater
completion percentage, and familiarity indicates that participants are at ease communicating
their opinions (Jebb et. al, 2021). However, since the Likert scale queries generate the ordinal
data, some views may fall between 2 different scores in actuality, regardless of what answer
is provided.

Sampling
A research sample is a group of foundations, people, or items with consistent features
selected to conduct research. To choose the samples from the population for the research the
scholar utilised cluster sampling will be used (Turk and Borkowski, 2005). As a result, the
researcher employed Slovin's formula to calculate the sample size from the research
population. Cluster sampling refers to a sampling technique whereby the investigator
generates different groups of individuals from a population who have similar characteristics
and have an equal opportunity of being added to the sample (Bhardwaj, 2019). Researchers
are not obligated to collect samples from across all groups since each one represents the
overall population, and their uniformity makes them indistinguishable, simplifying the
sampling procedure. These groups should be jointly exclusive—no individual should be a
member of more than one. The groups should include all the people who are being studied
overall (Dryyer et.al, 2012). Typically, researchers utilise established groups as clusters, such
as business sites, schools, and cities. Some of the benefits associated with cluster sampling
includes: Researchers are able to gather larger sample sizes utilising cluster sampling than
some other techniques since the groups standardise and minimise information gathering costs
(Lawless, 2010). Clustering successfully divides the subject matter into small parts, enabling
investigators to sample a greater number of them. Cluster sampling expands in order to
conduct simple random sampling, researchers must gather a list of all areas of study in the
population (Dryyer et. al, 2012). When examining a large population distributed across a
large geographical area, this job could be challenging or even impossible. However, cluster
sampling could be having some challenges as a method of data collection, which includes,
Cluster sampling can raise the design's ambiguity (Turk and Borkowski 2005). Researchers
must consider the degree to which the groups estimate the number of individuals as well as
how uniform they seem to be to one another. Each of these variables can have an impact on
their sampling strategy (Dryyer et. al, 2012). The research methodology will also be more
difficult as it will be necessary to weigh the areas of study properly for the calculation of the
 Business Research 6

projections and sample sizes. The population may not be completely represented by cluster
sampling. Theoretically, the groups should reflect the full range of the population (Lawless,
2010). In reality, this is not always the situation. Participants are often small,
naturally, present groups that are more uniform than the entire population (Bhardwaj 2019).
As a result, cluster compounds showed more systematic error than simple random selection,
resulting in less reliable forecasts. On the contrary hand, larger sample sizes are frequently
drawn by using the method, possibly negating the systematic errors.

Research Ethics
The study demonstrates the importance of research ethics, stating that the study must be
conducted ethically in order to obtain the most accurate and trustworthy data. The
study acknowledges that ethical consideration frequently results in the prevention of errors,
most certainly since ethical study avoids acts such as destroying evidence (Moreno et. al,
2008). The ethical study also safeguards the respondents' information, ensuring it's not able to
be misappropriated and possibly affects the respondents (Dooly et. al, 2017). When
conducting the research the scholars ensured that they adhered to the ethical standards that
are followed when conducting the research. The researcher ensured that the following ethical
standards have been put into consideration during the research (Moreno et. al, 2008).
Participants must take part with full consent. The principle of informed consent requires
researchers to provide participants with adequate information and assertions about
participating so that they can comprehend the consequences of involvement and make a
completely notified, recognised, and provided free-of-charge decision on whether or not to
participate, without any form of force or intimidation (Dooly et. al, 2017). The researcher
should also ensure that the answers provided by the respondents are fully protected to avoid a
conflict of interest between the interested parties and the respondents. In addition, the
researcher should strive to be truthful in all research correspondence. Document data,
findings, approaches, and processes, and publish status truthfully. Data should not be
fabricated, falsified, or misrepresented. Researchers should not mislead their teammates,
research sponsors, or the public at large.

Research Papers on Collecting Qualitative Data

Research Philosophy
The researcher approaches the research study from an interpretive perspective. This is
because of the fact that they employ a comparatively tiny sample of 300 and aim to conduct
in detail, immensely exploratory questioning (Alharahsheh and Pius, 2020). The advantage of
 Business Research 7

such a method is that it enables the researcher to get nearer to the truth by navigating for
every respondent differently because everyone responds distinctly to various questions.
Nevertheless, in the study, consistency is everything; could the survey and responses be
reiterated? The interpretive approach relies on realistic data-gathering techniques like
interviews and observations. Interpretivism philosophy also favours secondary information
research. Concepts usually arise near the conclusion of the investigation in this kind of study.
The key drawbacks of interpretivism stem from the approach's ambiguous nature and the
author's high potential for prejudices (Potrac et. al, 2014). Because information is extensively
affected by individual opinions and virtues, main data obtained in interpretivism research
could be generalised. As a result, accuracy of data and applicability are jeopardised to some
large extent (Alharahsheh and Pius, 2020). On the positive side, due to the application of
interpretivism, subjective research topics such as cross-cultural discrepancies in
organisations, concerns of morals, governance, and evaluation of variables impacting
governance could be researched in significant detail. Since the information in these kinds of
research tends to be reliable and truthful, the main information recorded through
Interpretivism studies may have a greater validity score.

Sampling
The researcher has adopted the simple random sampling method to conduct and select the
segment of individuals used to provide answers to the questionnaires that have been prepared.
A simple random sample is a randomly chosen portion of a population. Every person in the
sample has a precisely equal likelihood of being selected using this sampling technique
(Meng, 2013). This technique is the easiest of all statistical sampling techniques since it
solely involves a single random sample and needs little prior knowledge about the
inhabitants. Since it employs random sampling, any studies conducted on this sample must
have greater validity both internally and externally, as well as a reduced risk of research
prejudices such as selection bias and sample bias (Kadilar and Cing, 2004). To make
statistical conclusions regarding a population, simple random sampling is used. It helps
achieve high internal consistency because randomisation is the most
efficient way to minimise the impact of potential confounding variables. Furthermore, if the
sample size is significant sufficiently, a simple random sample has a high degree of external
validity because it reflects the features of the higher population. Simple random sampling, on
the other hand, could be difficult to implement in practice (Meng, 2013). Several
prerequisites for using this procedure: To make statistical conclusions regarding a population,
 Business Research 8

simple random sampling is used. It helps achieve high internal consistency because
randomisation is the most efficient way to minimise the impact of potential confounding
variables.

Furthermore, if the sample size is significant sufficient, a simple random sample has a high
degree of external validity because it reflects the features of the higher population. Simple
random sampling, on the other hand, could be difficult to implement in practice (Kadilar and
Cingi, 2004). Several prerequisites for using this procedure: The researcher must compile a
list of each and every person in the population. If a person in the population is chosen, the
researcher can alert or connect directly to them (Meng, 2019). The researcher has the time
and funds required to gather information from a sufficient sample size. Simple random
sampling is ideal if the researcher has an excess of time and funds to devote to research, or if
the researcher is studying a small population that is comfortably sampled.

Data Analysis Method

The researcher in the research paper utilised Regression analysis to analyse the collected data
from the questionnaires that were filled out by the respondents. The process of estimating the
connection between a varieties of factors is known as regression analysis (Alexopoulos,
2010). When performing any kind of regression analysis, the researcher is looking for a
connection between the dependent variable (the factors or results being evaluated or
projected) as well as any number of variables that are independent (variables that may have
an effect on the dependent variable)(Sarstedt, 2019). The objective of regression analysis is to
determine patterns and trends by estimating how one or more factors may influence the
dependent variable. This is particularly helpful when predicting potential patterns and making
forecasts. In the research of the author on the impacts of social media on sales revenue
(Chatterjee and Simonoff, 2013). The author discovered a positive correlation which implied
that the more money the company spends on social media advertising the more amount of
money the company makes. If there was no correlation this could have implied social media
has no impact on the sales of the company (Golberg and Cho, 2005). Recognising the
connection between the two factors allows the researcher to make better-informed choices
about future social networking budgets. Nevertheless, it is essential to remember that
regression analysis, on its own, is only able to determine whether there is a connection
between a varieties of factors—they do not provide information regarding effect and cause
(Alexopoulos, 2010). As such, while a strong correlation between social media expenditure
and revenue may imply that one influences the other, drawing concrete conclusions
 Business Research 9

depending on this assessment alone is extremely difficult. When utilising the regression
analysis it may be of benefit to the researcher in the following ways: The prediction accuracy
of regression analysis is comparable to other statistical models and, in some cases,
outperforms competitive models. Regression analysis may include any number of variables
that the user desires (Sarstedt, 2019). Regression modelling software is widely available.
Statistical packages and regression techniques are included in almost every data collection
package. MS Excel spreadsheets can also perform simple regression modelling (Golberg and
Cho, 2005). On the other hand regression analysis users are also encountered limitations
when using the technique which includes the following: First, the regression analysis fails to
function well if the source of data contains errors, which is poor quality data (Sarstedt, 2019).
Second, the authenticity of the regression model endures if data processing is not conducted
well enough to eliminate incomplete data, data duplication, anomalies, or extremely
unbalanced data distribution (Alexopoulos, 2010). Symmetrical issues may arise in regression
models (that is there exists a strong linear correlation between the independent variables)
(Chatterjee and Simonoff, 2013). If the independent variables have a strong correlation, their
predictive ability will be reduced, and the regression results will end up losing their
robustness. Since qualitative information cannot be measured objectively, the data is usually
liable to individuals’ perceptions (Golberg and Cho, 2005). Comments and reactions left to
questionnaires, social media posts, tweets, and interviews, and the views included on the
items of the company are examples of quantitative data (Alexopoulos, 2010). The main
objective of the qualitative analysis is to make sense of the large data sets such as spoken
conversations, written texts, and transcripts. Frequently, qualitative analysis will organise
information into concepts, which can, fortunately, be automated.

Conclusion
Social media is referred to as a group of digital sites used as forms of communication by
individuals looking to share their perceptions, assumptions, observations, information, and
profiles, as it enables connections and exchanges among people across the entire world.
Regarding the research papers of the author, both descriptive and interpretive approaches
were employed during the research. Quantitative studies are often relatable, scientific,
focused, and fast. Numerous scholars are drawn to the quantitative approach because of its
effectiveness and quickness. Data processing equipment allows for the rapid processing and
analysis of data, also with large amounts of data. Regarding research ethics, the respondents
were made aware of the study being conducted and were trained and made to know the
 Business Research 10

importance of the research and how their feedback will be of relevance. Their privacy and
confidentiality of the feedback were guaranteed to avoid a conflict of interest between them
and interested parties. The sampling method is the commonly utilised method during the
research to decide on which population to carry on the study. A research sample is a group of
foundations, people, or items with consistent features selected to conduct research. In the
quantitative approach, cluster sampling was utilised to choose the population where the study
could be carried out. Cluster sampling refers to a sampling technique whereby the
investigator generates different groups of individuals from a population who have similar
characteristics and have an equal opportunity of being added to the sample. Researchers are
not obligated to collect samples from across all groups since each one represents the overall
population, and their uniformity makes them indistinguishable, simplifying the sampling
procedure. A simple random selection was also utilised by the author to select a group that
could be used to carry on the research. A simple random sample is a randomly chosen portion
of a population. Every person in the sample has a precisely equal likelihood of being selected
using this sampling technique. This technique is the easiest of all statistical sampling
techniques since it solely involves a single random sample and needs little prior knowledge
about the inhabitants. The researcher employs an organised survey with a Likert scale of 1-5
to demonstrate the level upon which participants agree or disagree with this concept. The
polls provide the reliability of inquiries, institutionalised questions, and the least amount of
effort for data gathering. Utilisation of this Likert scale gives the individuals a shorter period
of time to be able to answer the respective questions in the questionnaires. The regression
method of data analysis was employed to analyse the information gathered from the fields.
Regression analysis is usually utilised to find the relationship between two or more variables
that are being researched.
 Business Research 11

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