According to Alasuutari, there are two major types of research method including quantitative and qualitative (Alasuutari et al. 2008). There has recently an emergence of a new method called mix-method research (Daymon 2011). Based on these mentioned objectives, author will choose quantitative approach for this study. Now there is the justification for this choice.
There is a key difference in collecting data between two methods. While quantitative method collects data in the form of numbers, qualitative method uses non-numeric data such as words, images, video clips (Newman 2000). According to Newman, quantitative method is applied to measure variables or key aspects of a situation and relate them to one another. This method can be conducted though experiment research, surveys, content analysis (Newman 2000).
In contrast, qualitative research is referred to nature and purpose which identify main variables in a specific situation (Newman 2000). This method can be done through field research, comparative historical research. Mixed method is combination between quantitative and qualitative (Saunders et al. 2012). This method tends to need more time and effort than mentioned methodologies.
The …show more content…
The rapid increase formed a tough competition between domestic brands such as Trung Nguyen, Highland coffee and international brands such as Starbucks, Coffee Bean & Tea Leaf, and Gloria Jean’s (Cafef 2015). However from perspective of customers, various brands provide them with more choices than before. Customers tend to switch from one coffee house to another because of marketing campaigns, promotional offers of competitors. As a result, customer loyalty poses a main difficulty on these coffee brands. According to Coffeetree, in Vietnam there was 70 percent of coffee businesses to be bankrupt when they start up within one year (Coffeetree
There is a key difference in collecting data between two methods. While quantitative method collects data in the form of numbers, qualitative method uses non-numeric data such as words, images, video clips (Newman 2000). According to Newman, quantitative method is applied to measure variables or key aspects of a situation and relate them to one another. This method can be conducted though experiment research, surveys, content analysis (Newman 2000).
In contrast, qualitative research is referred to nature and purpose which identify main variables in a specific situation (Newman 2000). This method can be done through field research, comparative historical research. Mixed method is combination between quantitative and qualitative (Saunders et al. 2012). This method tends to need more time and effort than mentioned methodologies.
The …show more content…
The rapid increase formed a tough competition between domestic brands such as Trung Nguyen, Highland coffee and international brands such as Starbucks, Coffee Bean & Tea Leaf, and Gloria Jean’s (Cafef 2015). However from perspective of customers, various brands provide them with more choices than before. Customers tend to switch from one coffee house to another because of marketing campaigns, promotional offers of competitors. As a result, customer loyalty poses a main difficulty on these coffee brands. According to Coffeetree, in Vietnam there was 70 percent of coffee businesses to be bankrupt when they start up within one year (Coffeetree