Comparison of Qualitative and Quantitative Research Designs: The COO tasked the Marketing Department to find out what features are requested most by customers to add a new feature to their smartphone products. Qualitative research design will enable the team to explore the depth and complexity of the topic. This can be done through in-depth interviews, focus groups, or open-ended surveys. On the other hand, a quantitative research design will enable the team to establish associations between variables, in this case, the most requested features. A quantitative research design can be conducted using a survey with close-ended questions, and statistical analysis can be used to establish the most requested feature.

Sample Selection Techniques: The team wants to test a hypothesis to find out if customers prefer a longer-lasting battery in their smartphones. Probability sampling techniques are preferred as they provide a representative sample of the population. Simple random sampling, stratified sampling, and cluster sampling are some of the probability sampling techniques. Simple random sampling is selecting a sample randomly from the population. Stratified sampling involves dividing the population into subgroups and selecting samples from each subgroup. Cluster sampling involves dividing the population into clusters and selecting the clusters to sample from. Non probability sampling techniques are not representative of the population and include convenience sampling, snowball sampling, and purposive sampling.

Best Sample Selection Technique: The team knows that a sample size of 200 is required to get at least a 30% response rate. Simple random sampling is the best technique for selecting the sample as it ensures that every member of the population has an equal chance of being selected. This technique will provide a representative sample of the population.

Conclusion: In conclusion, the Marketing Department can use qualitative or quantitative research designs to answer the research question, “What are the most important features that would influence a customer to buy a smartphone?” Simple random sampling is the best technique to select a sample of 200 respondents for the hypothesis test. By using the appropriate research design and sample selection technique, the Marketing Department will be able to gather information to make informed decisions about adding new features to their smartphone products.

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A technology company has seen a declining interest in its smartphone products over the last 3 quarters—the chief operating officer (COO) tasks the Marketing Department to find out what features are requested most by consumers. Then, the team will select one new feature to add to the smartphone products. The targeted launch of the new product is in 6 months. The Marketing Vice President (VP) needs to determine whether they should use a qualitative, quantitative, or mixed-methods research design.

Business Research And Decision Making

• Research question: What are the most important features that would influence a customer to buy a smartphone?
• Qualitative research method: A research method used to gain insight and explore the depth and complexity of the topic being researched
• Quantitative research method: A research method used to establish the associations between variables associated with the research topic or to establish causality
• Mixed-methods research method: A research method in which elements of qualitative and quantitative research are used to explore and examine the research topic

In addition to the research question to explore which features influence a customer to buy a smartphone, the team now wants to add a hypothesis test to examine one particular feature further. After reviewing customer feedback that has come in over the last 3 months, the team is seeing a high frequency of complaints about the length of time that their smartphone battery is lasting between charges. Does this necessarily mean that a long-lasting battery is a feature preference that the team should be aware of? The team decides to test a hypothesis to find out.

• Population: From the participant response rate in past marketing research studies, the team knows that it needs a sample size of 200 to get at least a 30% response rate.
• Research question: Which features influence you to purchase a smartphone?
• Hypothesis: Customers prefer a battery that lasts longer between charges to other smartphone features.
• Probability sampling techniques: Table 7.2 on p. 307 and pp. 307–314 of the textbook
• Nonprobability sample techniques: Pages 315–324 of the textbook

Include the following in the research method and sample analysis:

• Introduce the reader to the use of qualitative and quantitative research methods in business research design and the methods available for identifying a sample for a research design.
• Compare the given qualitative and quantitative research designs, and explain how each will enable the answering of the given business research question.
• Assess the given sample selection techniques, and select the technique that best enables a good sample size for testing the given hypothesis.
• The conclusion should summarize key points from the research methods and sampling analysis discussed above.

Deliverable Requirements

The research methods and sample analysis should be 5 pages in length. Be sure to cite sources using APA properly; include references and in-text citations.

Submitting your assignment in APA format means, at a minimum, that you will need the following:

• Title page: Remember the running head. The title should be in all capitals.
• Length: 5 pages minimum
• Body: This begins on the page following the title page and must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics, except as required for APA-level headings and references. The deliverable length of the body of your paper for this assignment is 5 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
• Reference page: References that align with your in-body academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hanging indent, italics, and uppercase and lowercase usage as appropriate for the type of resource used. Remember, the Reference page is not a bibliography but a further listing of the abbreviated in-body citations used in the paper. Every referenced item must have a corresponding in-body citation.