Research Methodology

1 Research Methodology Introduction The transition from consumer research to becoming a fully-fledged researcher entails becoming an expert in investigating a research problem and the rationale for applying specific procedures and methods to identify, select, process, and analyze the information applied in understanding the problem. The methodology section addresses how the data is collected and generated, as well as the method of data analysis (Rutberg & Bouikidis, 2018). The paper clearly articulates whether a qualitative or quantitative research methodology is the best approach to answer the potential research questions and address the research problem statement. A quantitative study is the basis of focus and addresses the critical attributes of the approach, why the approach is best for the selected problem, and why a qualitative methodology is not the preferred approach in examining the research problem and deriving findings.

Critical Attributes of the Selected Methodology: Quantitative The selected research approach for use is a quantitative method. Quantitative research approach places emphasis on objective measurements and the statistical, mathematical, or numerical analysis of data. Data collection in quantitative research is made through polls, questionnaires, surveys, and preexisting data manipulated through computational techniques (Rutberg & Bouikidis,2018). The focus of quantitative methodology is to gather numerical data and generalize the findings across groups.

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The goal of carrying out quantitative research is to determine the link between an independent variable and a dependent variable within a population. Quantitative research is based on numbers, logic, and objective stances and focuses on detail and unchanged. The overarching goal of quantitative studies is to classify features, enumerate them, and construct statistical to explain the observation. When reporting the results of a study in quantitative research, the collected data should be explained using the respective statistical treatment and the corresponding results concerning the research issue being investigated. Data in a quantitative study is gathered using structured research instruments and the results are based on a large sample size that is representative of the population.

As noted by Rutberg and Bouikidis (2018), quantitative research is easily replicated because of the high level of reliability. The research questions are clearly defined and all aspects of the study are clearly articulated before data is collected. Projects can be used in generalizing concepts widely, predict future results, and investigate causal relationships between variables.

Why The Critical Attributes Are Best for The Stated Problem and Research Questions Business decisions are often made with uncertainties, but the availability of quantitative techniques is imperative in the organization and assessment of these risks. As affirmed by Basias and Pollalis (2018), quantitative models offer managers a better grasp of the problem to facilitate making the best decisions based on the information available. Evidence from literature, as indicated by Palanski et al. (2019), shows that seining business problems are usually made about quantifiable measures such as the number of people affected by the issue, investment outlay, and expected turnover. According to Basias and Pollalis (2018), the quantitative technique is a problem-solving approach that uses statistical analysis and modeling as a basis for decisions

3 making and improving organizational performance. Largely, quantitative techniques incorporate a set of scientific and programmable rules that the manager uses to make decisions.

Views regarding quantitative techniques is a method used to qualify a variable in any discipline. It applies statistics as a basis for sound decision making as it facilitates analysis and evaluation of alternatives and chooses the best solution possible that addresses the underlying challenge. Successful business decisions are also dependent on quantitative methods to narrow down possibilities and predict the options that have the greatest chance of contributing to the success of the business (Palanski et al., 2019). In terms of making purchases and making financing decisions, a quantitative basis triggers the foundation for analyzing the data. Therefore, quantitative methods such as surveys, tests, experiment, and other research approaches use data gathering methods to assemble information (Rutberg & Bouikidis, 2018). Indeed, quantitative research helps address research questions on number and frequency when putting together a business case, especially in justifying venture into new product or service generating. For example, in the context of a business seeking to expand into a new market, quantitative research is used as a basis for determining the viability of the market based on the market dynamics and possible returns likely to be realized from the new venture.

Rationale Why the opposing Methodology (Qualitative) is Not Appropriate for the Study The alternative that could be applied in place of the quantitative study is qualitative research. Specifically, qualitative research is used to accumulate data based n people, ideas, opinions, motivations, beliefs as well as attitudes. The qualitative approach differs from a quantitative study in that it includes the response to a smaller sample of the population, and this presents a challenge in terms of generalizing the findings to the larger population, but its benefit is that it yields more in-depth information. The investigations can be conducted through the use

4 of interviews and focus groups, compared to qualitative studies that are conducted using surveys (Rutberg & Bouikidis, 2018). The questions in quantitative research are structures, whereas qualitative research applies open questions that allow the respondents to retaliate their ideas and opinions.

Quantitative research employs the use of numbers and accuracy whereas quantitative research focuses on lived experiences and human perception. For a business seeking to make sound decisions that are backed up by research data, a quantitative study would be most ideal as it would derive better analyzed and more accurate data. The key aspect of quantitative research is to measure the impact of a given context on the business to facilitate informed decisions making backed up with statistical data.

Conclusion The paper has presented justification for the application of quantitative research in addressing an underlying business problem to foster informed decision making. Quantitative research has been identified as crucial in identifying information to back up decision-making by accumulating numerical data that is analyzed into useful statistics to justify business decisions.

Quantitative research is imperative in making business decisions as it is used to establish the respondents' opinions, attitudes, and behaviors. The research methodology uses a large representative sample; thus, the findings can be easily generalized to the entire population.

Unlike in-depth qualitative studies, quantitative research offers an extensive investigation of the research problem and effectively applies the results to generalize the findings to the entire population. Indeed, gathering data through a quantitative study is ideal in gaining personal opinions from a large representative sample of the target population at the same time facilitating a wide range of responses from a variety of the population.

5 References Basias, N., & Pollalis, Y. (2018). Quantitative and qualitative research in business & technology: Justifying a suitable research methodology. Review of Integrative Business and Economics Research, 7, 91-105.

Palanski, M., Newman, A., Leroy, H., Moore, C., Hannah, S., & Den Hartog, D. (2019).

Quantitative research on leadership and business ethics: Examining the state of the field and an agenda for future research. Journal of Business Ethics, 1-11.

Rutberg, S., & Bouikidis, C. D. (2018). Focusing on the fundamentals: A simplistic differentiation between qualitative and quantitative research. Nephrology Nursing Journal, 45(2), 209-213