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The effect of primed and measured thinking orientation on preference for using quantitative versus qualitative research methodology Usefulness of Quantitative to Qualitative Methods
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Purpose
This research aims to investigate how preference for marketing research methodology (quantitative vs qualitative) is contingent on the thinking orientation (analytic vs holistic) of the researchers.
Design/methodology/approach
Thinking orientation was measured and then manipulated in laboratory experiments. Cross-cultural evidence was soug...
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Citations
... The principles of the methodological complex of marketing include the following elements: concepts, approaches, paradigms, categories, conceptual models and management principles. These issues were addressed by scientists from different countries [3][4][5][6][7], however, the available research data are either very generalized or scattered, poorly systematized, and mainly relate to certain spheres of economic activity. In most cases, researchers agree that the marketing research design and analysis methods are changing rapidly. ...
The work is devoted to the study of issues of the formation of priorities of the economic development of Ukraine. As a result of theoretical studies, it was established that the main goal of the bioeconomy is the optimal use of renewable biological resources and the creation of sustainable systems for the production of new types of products based on them. Marketing management plays an important role as an important component of the company management system. It is noted that the methodology is the fundamental basis of the management of the marketing activities of the enterprise, and the methodological complex is a toolkit that includes a set of marketing tools and marketing research. The main principles of the methodological complex of marketing have been identified and analyzed in the work. In the structure of the principles of marketing, an important place is given to marketing concepts, which reflect the basic point of view, a constructive approach to various types of activities. Methodological approaches to the study of the marketing management system are the starting point that determines the direction of the research in relation to the goal. The work examines the conceptual apparatus and marketing terms that characterize it. Much attention is paid in the research to the development of new paradigms of marketing, in particular, ecological marketing, renewable energy and bioeconomy. Based on the research data, the authors structured the main categories and their relationship. This made it possible to develop and propose a conceptual model for the formation of a bioeconomy development strategy in Ukraine, aimed at creating a more innovative and resource-efficient economy with sustainable use of renewable energy sources and resources. In the context of the studied material, it follows that an important task of marketing management of the enterprise is the formation of such management mechanisms that would ensure its effective functioning, since it is the construction of enterprise management based on marketing principles that creates favorable conditions for ensuring competitiveness and strengthening the market positions of the enterprise.
... Metode penelitian ini adalah kuantitatif. Murshed dan Zhang [28] menyatakan hubungan harmonis antara ilmu positivis dan metode penelitian kuantitatif. Peneliti akan menginterpretasikan pengumpulan data untuk membuktikan hipotesis. ...
Tujuan dari penelitian ini adalah untuk menerapkan Model Penerimaan Teknologi (Technology Acceptance Model atau TAM) dalam menyelidiki niat menggunakan e-health di antara pengguna Halodoc.com, Alodokter.com, dan Klikdokter.com di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dan menggunakan convenience sampling, serta menggunakan teknik analisis data SEM. Penelitian selanjutnya akan menguji hipotesis kerangka konseptual. Makalah ini adalah kerangka teoritis, dan penelitian selanjutnya akan menguji kerangka konseptual.
... The research aims to explore insights of retail professionals prompted by undertaking a qualitative study. Yin [10] advised that qualitative studies are suitable for gathering context-intensive and rich data through direct contact with participants in their natural environments.Researchers Murshed and Zhang [11] held that a quantitative approach is numerically oriented, requires precise measurements of constructs, and often involves statistical analyses to test prespecified hypotheses, however, is inadequate to gain insight into firsthand experiences, and therefore a qualitative study seemed better suited to fulfill the research objectives of this study on the marketing and business development in traditional fashion retailing. This qualitative study involved using a multiple case study design, as the aim was to study fashion retailers and triangulate the primary findings against other sources of credible secondary information, to achieve holistic analysis. ...
Consumers have greater purchase choice options to fulfill their wants and desires in a networked world. In the United States fashion business, privately owned brick-and-mortar fashion boutiques face the unique challenge of strategically competing with online retailers who usually have low overheads and inventories. Low adaptability,limited innovation, and inadequate attention to a changing marketing landscape could be responsible for the decline in the survival rate of several traditional, or pure brick-and-mortar fashion boutiques. Newer approaches may be essential for traditional and online entrepreneurs, to increase adaptability and business sustainability and in increasing customer marketing outreach. Grounded in the general systems theory, the research conducted in this qualitative study was with the invocation of a multiple case design and entailed gaining insight into the exploration of strategies used by successful brick-and-mortar fashion boutique owners in contending with the purely online retailers. Semi-structured interviews constituted the means for data collection and involved 5 brickand-mortar fashion boutique owner participants, who operated retail fashion businesses in the southeast region of the United States. The successful existence of the business for more than 5 years was an important prerequisite for participation criteria in the study, as also indicated merit in studying the critical success factors in traditional fashion retailing. The data from interviews were analyzed and triangulated with credible secondary sources such as information and reports from the U. S. Small Business Administration, U. S. Census Bureau, and the fashion industry. From a thematic analysis of the interview data, the major emergent themes were the importance of the business success of marketing strategies, cognizance of fashion trends and the role of customer preference in economic success resepectively. The ensuing knowledge from the utilization of the study may serve to increase the success rates of traditional and online fashion startups and possibly provide knowledge on the strategic imperatives for these businesses to compete in an online business world.
... We followed Murshed and Zhang (2016) to use a 10-item short version of the Analytic-Holistic Scale (Choi et al., 2007). Each item was rated on a 7-point scale ranging from 1 (strongly disagree) to 7 (strongly agree). ...
To advance the understanding of the environment-human relation, the present research examined individuals’ emotional variability, which captures the fluctuation in negative and positive emotional states across environments. Specifically, we examined the relationship between holistic thinking and emotional variability across environments in three studies. Study 1 found that stronger holistic thinking was associated with greater emotional variability across natural environments, and this relationship was explained by stronger connectedness to nature. Study 2 replicated this pattern by including environments with more diverse characteristics as the stimuli. Study 3 further explored the potential moderating effect of the type of environment and the cultural background. The data of Chinese and American participants showed that the relationships of holistic thinking, connectedness to environments, and emotional variability across environments were more evident among Chinese participants while the type of environment had minimal impact. Implications for cross-culture environmental research were discussed.
... To determine what digital and entrepreneurial competences are required to a concept of New Work oriented labor market was conducted. Qualitative research is undertaken to attain a greater understanding of a relatively unknown phenomenon (Murshed, Zhang, 2016). During the evaluation, in-depth or qualitative interviews reveal different perspectives, detailed assessments, attitudes, motivation. ...
This article aims to identify what digital and entrepreneurial competences are required in a concept of New Work orientated labor market. To achieve this, the research takes a two-folded approach by breaking down how digitalisation changes the role of employees in a digital and automated world, which competences and organisational structures are required for a successful adaption of digitalisation in the company and what the digital awareness and the current transformation status in small and medium-sized companies in Bavaria (Germany) and Lithuania looks like. The research methods chosen to deal with a scientific problem in the theoretical part include an analysis of literature sources, systematisation, synthesis, generalisation, and comparison. The status of the research findings shows that digitalisation has arrived in companies, but especially small and medium-sized companies have to overcome various barriers. The focus on employees as stakeholders is crucial to these adaptation processes. Primary research has shown that the employer´s and employee´s sides have recognized the importance of implementation. Nevertheless, there is room for adjustments. Both sides also need to find their own path to adapt requirements and expectations, to start a successful cooperation. It could help adapt to rapidly changing market trends and link stakeholders via user-friendly technology, just because this technology is created through strategic collaboration activities.
... These results reflect those of who also found that task conflict is more likely to evolve into relationship conflict for individuals with less effective emotional regulation. Therefore, highly neurotics engineering managers could be a major factor hindering the harmony across engineering teams [21][22][23][24][25][26][27]. Mainly because the existing conditions of engineering projects are known to be associated with high level of stress and pressure especially that engineering managers are responsible for almost every aspect of the project. ...
... The research methodologies commonly used to draw data from reliable sources are broadly categorized under quantitative or qualitative [26]. There are a number of important differences between quantitative and qualitative methods. ...
... The research methodologies commonly used to draw data from reliable sources are broadly categorized under quantitative or qualitative (Murshed and Zhang 2016). There are a number of important differences between quantitative and qualitative methods. ...
Working together harmoniously in an engineering team is crucial to achieve success and is essential to the team members' wellbeing. This study examines what types of personalities hinder the harmony across engineering teams and explores how to maintain harmony across engineering teams with diverse personalities. Consequently, the data is collected from experienced engineering team leaders as well as an experienced psychologist. This study shows that in the engineering industry personalities are looked at from a different perspective and their characteristics are perceived from a business point-of-view as opposed to the literature in which judgments are made upon the personality description.
... The research method of this study will be quantitative. Murshed and Zhang [28] stated it is harmonious between positivist science and quantitative research method. The researcher will interpret data collection to prove the hypotheses. ...
The purpose of the study is to apply the Technology Acceptance Model to investigate the intention to use e-health among Halodoc.com, Alodokter.com, and Klikdokter.com users in Indonesia. The study is a quantitative approach and use convenience sampling, and use SEM data analysis technique. Future research will test the hypotheses of the conceptual framework. This paper is a theoretical framework, and future research will examine the conceptual framework. Keywords-TAM, perceived ease of use, perceived usefulness, intention to use, e-health. 1. Introduction The development of smartphones, which is rapidly expanding its use throughout the world, makes our daily lives entirely dependent on the various functions of these devices. Smartphones usually have multiple applications with multiple purposes, such as communication (chat and video calls), social media, entertainment (music and video), business (email, office, banking, etc.), and not a few who install health applications. It has recorded by IQVIA that in 2017 more than 10 million smartphones have health applications installed. Health is one of the fields chosen by many parties to be developed in Indonesia because it has good potential, so it is sought after by many startups who are involved in this health field. It is seen from the emergence of many health-based startups that offer convenience, both in finding information about health and accessing health services. According to IQVIA, a joint industry of information technology and health reported the number of health applications circulating in the world was more than 318,000 in 2017, where the value achieved has continued to increase to nearly double the number of health applications in 2015. Health or electronic health (e-health) application is a collection of software that has the function as a tool to process and communicate about health services electrically [7]. It is a crucial instrument for both public and health providers [2]. The use of this health application has many benefits that can maximize profits, save costs, improve quality, provide better health services, and can increase the participation of patients in their health [14]. Health applications can provide information on health reports, health education, and other services [36]. Meanwhile, the primary function of the health application consists of consultation on health, hospital registration, and other location-based services. Several studies on e-Health adoption in developing countries show that e-Health can be one of the solutions to provide access to better health facilities for patients. It is also a solution for doctors, nurses, and other medical personnel to improve the quality of services and increase collaboration between related parties [18]. As is generally the case with other technological innovations, people have different responses, the ability to adapt or use health applications also varies [5]. Some are easy to accept and use, but not a few are also unable to use the technology. This health system is a complex social system consisting of several stakeholders with diverse backgrounds, experiences, and values. About the adoption of a health app, it is necessary to understand the perspective of the user [18]. Therefore, it is essential
... Research can be defined as the "systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions" (Oxford Dictionary, 2011). The source of such systematic investigations is a research methodology, which reflects the shared beliefs of the research community (Murshed & Zhang, 2016). Research methodologies highlight how samples are chosen, questions are asked and procedures are used to generate insights into specific system challenges (Kuhn, 1970). ...
It is often taken for granted that the right products will be available to buy in retail outlets seven days a week, 52 weeks a year. Consumer perception is that of a simple service requirement, but the reality is a complex, time sensitive system - the retail supply chain (RSC). Due to short product life-cycles with uncertain supply and demand behaviour, the RSC faces many challenges and is very vulnerable to disruptions. In addition, external risk events such as BREXIT, extreme weather, the financial crisis, and terror attacks mean there is a need for effective RSC risk management (RSCRM) processes within organisations. Literature shows that although there is an increasing amount of research in RSCRM, it is highly theoretical with limited empirical evidence or applied methodologies. With an active enthusiasm coming from industry practitioners for RSCRM methodologies and support solutions, the RSCRM research community have acknowledged that the main issue for future research is not tools and techniques, but collaborative RSC system wide implementation.
The implementation of a cross-organisational initiative such as RSCRM is a very complex task that requires real-world frameworks for real-world practitioners. Therefore, this research study attempts to explore the business requirements for developing a three-stage integrated RSCRM framework that will encourage extended RSC collaboration. While focusing on the practitioner requirements of RSCRM projects and inspired by the laws of Thermodynamics and the philosophy of System Thinking, in stage one a conceptual reference model, The 𝑃6 Coefficient, was developed building on the formative work of supply chain excellence and business process management. The 𝑃6 Coefficient reference model has been intricately designed to bridge the theoretical gap between practitioner and researcher with the aim of ensuring practitioner confidence in partaking in a complex business process project. Stage two focused on a need for a standardised vocabulary, and through the SCOR11 reference guide, acts as a calibration point for the integrated framework, ensuring easy transfer and application within supply chain industries. In their design, stages one and two are perfect complements to the final stage of the integrated framework, a risk assessment toolbox based on a Hybrid Simulation Study capable of monitoring the disruptive behaviour of a multi-echelon RSC from both a macro and micro level using the techniques of System Dynamics (SD) and Discrete Event Simulation (DES) modelling respectively.
Empirically validated through an embedded mixed methods case study, results of the integrated framework application are very encouraging. The first phase, the secondary exploratory study, gained valuable empirical evidence of the barriers to successfully implementing a complex business project and also validated using simulation as an effective risk assessment tool. Results showed certain high-risk order policy decisions could potentially reduce total costs (TC) by over 55% and reduce delivery times by 3 days. The use of the 𝑃6 Coefficient as the communication/consultation phase of the primary RSCRM case study was hugely influential on the success of the overall hybrid simulation study development and application, with significant increase in both practitioner and researcher confidence in running an RSCRM project. This was evident in the results of the hybrid model’s macro and micro assessment of the RSC. SD results effectively monitored the behaviour of the RSC under important disruptive risks, showing delayed effects to promotions and knowledge loss resulted in a bullwhip effect pattern upstream with the FMCG manufacturer’s TC increasing by as much as €50m. The DES analysis, focusing on the NDC function of the RSC also showed results of TC sensitivity to order behaviour from retailers, although an optimisation based risk treatment has reduced TC by 30%. Future research includes a global empirical validation of the 𝑃6 Coefficient and enhancement of the application of thermodynamic laws in business process management. The industry calibration capabilities of the integrated framework application of the integrated framework will also be extensively tested.
... Analytic thinking correlates with quantitative research designs. That is involving detaching the object from its context and focusing on attributes of it regarding assigning it to categories and using rules about the categories for explaining and predicting the object's behavior (Murshed & Zhang, 2016). Holistic thinking correlates with qualitative research designs that involve orientation to the field or context as a whole. ...
... Holistic thinking correlates with qualitative research designs that involve orientation to the field or context as a whole. Which includes attention to correlations between the field and a focal object, and preferences to explain and predict events based on such a correlation (Murshed & Zhang, 2016). The personal thought orientation is analytical instead of holistic; thereby, there is a preference to rate quantitative research designs more favorable. ...
... That is more favorable than qualitative research designs. (Murshed & Zhang, 2016). Hence, the justification of the choice of either quantitative or qualitative research designs for investigating a research topic is a result of an analytical thinking orientation. ...
The degree of quality that research studies possess is scientific merit, and when it is high, it contributes valuable, valid, and meaningful information that is justifiable, logical, and consequential to scientific disciplines (Chen, Contreras, & Roberts, 2016). The goal of researchers when using both quantitative and qualitative research designs is that their research has scientific merit. One dimension of scientific merit is that research has an obligation of providing information that will advance the field of study’s knowledge base. Another dimension is that research must provide new insight or evidence that will advance theory. One other dimension is that research must contribute value and possess a logical methodology foundation (Chen et al., 2016). This scientific merit evaluation and justification paper will evaluate the advancement of the knowledge base, contribution to theory, and hallmarks of good research proposed by a quantitative and qualitative research design for similar topics. This paper will also provide justify the choice of research design for investigating research topics.
