Discuss the research method for Qualitative Research

It refers to an iterative process in which a scientific community makes new significant
distinctions by closely looking at a studied phenomenon to improve their
understanding (Aspers & Corte, 2019). It is a naturalistic inquiry conducted in a natural setting
to have a clearer understanding of a certain social phenomenon. It can be
conducted through interviews and observation. For instance, the company can observe social
media trends and conversations on the kind of phones that consumers want. The company can
also conduct surveys to collect information on the needs and preferences of the target market.

1. The advantages of Qualitative research methods 
2. Qualitative research methods produce detailed descriptions of the experiences,
   opinions, and feelings of the participants (Rahman, 2017). It can be used to
   determine how the target market feels about existing phones and areas that, if
   improved, MM products would capture the market.
3. Qualitative research holistically understands human experience (Rahman, 2017).
   The methods use an interpretivism approach, making it possible to capture the
   viewpoints and experiences of people. Voices of different people are captured,
   making it possible to replicate the results to a larger population.
4. It uses an ideographic research methodology where individual cases and events
   are analyzed (Rahman, 2017).

The disadvantages of Qualitative research methods 

1. Qualitative research methods some times may omit contextual sensitivities since
   the focus is largely on human experiences and meanings (Rahman, 2017).
2. There is a higher likelihood of results from qualitative research being given a low
   credibility score by policy-makers (Rahman, 2017).
3. It is time-consuming; the analysis of the cases sometimes takes a lot of time, and
   the generalization to the entire population is limited. For instance, given the case
   of MM, if the time factor is to be considered, then it may prove difficult to adopt
   this method. However, if there is adequate time, then it may be adopted.

Discuss the research method for Quantitative Research
Quantitative research is a strategy that focus is in the collection and analysis of data for
quantification (Rahman, 2017). The research seeks to get answers to something by responding to
questions such as ‘how much’ and ‘to what extent.’ At MM, this research method would help the
company identify the approximate size of people using smartphones and features that appeal
more to them. It would also help identify the economic power of the target market so that it
becomes easier to determine the kinds of phones that will be affordable to the target market.

1. The advantages of Quantitative research methods  
2. Results from quantitative research are highly likely to be generalized to a larger
   population (Rahman, 2017). They involve a sample size that is significantly large
   and one that is randomly selected.
3. It is less time consuming (Rahman, 2017). It makes use of statistical software
   such as SPSS. It is appropriate when results are urgently required and may be
   appropriate for MM as it saves on time.
4. The disadvantages of Quantitative research methods 
5. It uses a positivist approach that omits the common meanings of social
   phenomenon (Rahman, 2017). The research methods do not ascertain deeper
   explanations and underlying meanings to the results provided. Therefore, if the
   company wants to have a deeper explanation, then this may not be the appropriate
   research method.
6. The positivism paradigm in quantitative research cannot provide an account of
   how social reality s maintained, shaped, or even how different actions are
   perceived by people. Thus, to get an account of the social reality or perceptions of
   phones, their features, and prices, then the company may consider using
   qualitative research methods.

References

Aspers, P., & Corte, U. (2019). What is qualitative in qualitative research. Qualitative
Sociology, 42(2), 139-160.
Rahman, M. S. (2017). The Advantages and Disadvantages of Using Qualitative and
Quantitative Approaches and Methods in Language” Testing and Assessment” Research:
A Literature Review. Journal of Education and Learning, 6(1), 102-112.