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Answer:
Covert bias in data collection and structural bias in quantitative research are both types of biases that can affect the validity and reliability of research findings, but they arise from different sources and have distinct characteristics:
Covert Bias of Data Collection:
Covert bias refers to biases that occur during the data collection process but may not be immediately apparent or obvious.
This type of bias can result from factors such as interviewer bias, response bias, or sampling bias.
Interviewer bias occurs when the interviewer's characteristics or behavior influence the respondent's answers. For example, if an interviewer shows favoritism or expresses judgment, it may impact the respondent's willingness to disclose information truthfully.
Response bias occurs when respondents provide inaccurate or misleading answers due to social desirability, acquiescence bias, or memory recall bias. Respondents may alter their responses to conform to societal norms or to avoid embarrassment.
Sampling bias occurs when the sample used in the research is not representative of the population of interest. This can occur due to factors such as non-response bias, where certain groups are less likely to participate in the study, or selection bias, where the sampling method favors certain groups over others.
Structural Bias of Quantitative Research:
Structural bias refers to biases that are inherent in the design or structure of the research study or methodology.
This type of bias can result from factors such as measurement bias, confounding variables, or flawed research design.
Measurement bias occurs when the measurement instrument used in the research does not accurately measure the construct of interest. For example, if a questionnaire includes leading questions or ambiguous wording, it may bias respondents' answers.
Confounding variables are extraneous variables that are not controlled for in the research design but may influence the relationship between the independent and dependent variables. Failure to account for confounding variables can lead to spurious or misleading results.
Flawed research design refers to deficiencies in the study's design, such as lack of randomization, inadequate sample size, or inappropriate statistical analysis. These flaws can compromise the internal or external validity of the research findings.
In summary, covert bias of data collection arises from biases introduced during the data collection process, while structural bias of quantitative research stems from biases inherent in the research design or methodology. Both types of bias can distort research findings and undermine the credibility of research results, highlighting the importance of rigor and transparency in research practices.
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Quantitative vs. Qualitative Data Collection Methods for Marketing Research
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Doctoral Journey
Quantitative vs. Qualitative Data Collection Methods for Marketing Research
June 13, 2023 in [ Doctoral Journey ]
Male marketing manager presenting on types of research
As soon as you enroll in a Doctor of Business Administration (DBA) in Marketing program, you will start developing the valuable research skills needed to complete your assignments and, most importantly, your dissertation. You can learn how to conduct your own studies and determine whether to conduct quantitative vs. qualitative marketing research. You will also have the opportunity to learn how to interpret and analyze existing studies to promote new ideas in the marketing field.
Earning a doctorate in marketing research requires critical thinking skills as well as the ability to investigate historical and current trends within the field. The more reading and research you do during your DBA in Marketing program, the more confident you can become in applying the various types of research to have the opportunity to make a difference in the marketing field.
In broad terms, marketing research is the process of gathering information related to marketing. This may include studying the market, assessing advertising effectiveness, understanding the draw of a product or service as well as identifying current and potential future customers for that product or service. It is the job of marketing research professionals to analyze and interpret that information to assess the viability of a product or service within a certain target market and gain valuable insights into the spending habits, locations, characteristics and needs of target consumers.
What is the best type of marketing research and what is the difference between quantitative vs. qualitative market research? In this article, we answer those questions and take an in-depth look at qualitative data collection methods.
In This Article:
What Is Qualitative Marketing Research?
Qualitative Data Collection Methods
What Is the Best Type of Marketing Research? Choosing Between Quantitative vs. Qualitative Market Research
How Much Research Do You Do in a DBA in Marketing Degree Program?
What Is Qualitative Marketing Research?
Qualitative marketing research is particularly important because it allows the researcher to understand consumers’ beliefs, experiences and points of view. Conducting market research often involves inducing consumers to share the things that influence their behavior and buying habits.
Types of Qualitative Marketing Research
These professionals use a variety of qualitative marketing research methods to gain insight into consumer habits, such as:
Focus groups
Interviews
Observation
Ethnography
Community forums
Advantages and Disadvantages of Qualitative Marketing Research
Qualitative marketing research has many advantages over quantitative marketing research. When you are conducting research for your DBA in Marketing degree program, employing qualitative market research methods will enable you to interact with consumers in a way that feels natural for them while also being informative for you. Some other major advantages of qualitative marketing research are that it:
Leads to collecting detailed information
Is adaptive and allows for flexibility in questioning
Uses open-ended questions to encourage transparency from respondents
Helps consumers communicate with a brand (and vice versa)
Allows products to remain relevant and meet customer needs
The disadvantages of qualitative marketing research mostly concern time, cost and outcome. Qualitative marketing research can take days, weeks or even months to complete — and when it comes to research, time really is money. Furthermore, the outcomes of qualitative marketing research are inherently subjective; two consumers may feel very differently about the same product or service. In other words, there is no standardization in qualitative research, so it may be difficult to use the data to make accurate assumptions or predictions.
