Qualitative And Quantitative Research Paper

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3.6 Choices of research
Bryman and Bell (2007) state that researches have two directions to choose, in general, which are quantitative research and qualitative research. Quantitative research is based on the existing theory or framework to analyze the social phenomena, which is similar with the physical phenomena (Bloch et al., 2014). Qualitative researches utilize the way to interpret, understand and analyze human beings’ behaviors in their social lives and has been used to find out the quality of phenomenon (Morse, 1992; Graneheim and Lundman, 2004), and the objective of qualitative research is to establish the new theory or knowledge rather than testing the hypothesis (Öhman, 2005). At the same time, some researches use mixed-method or multi-method,
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To be specific, brand image can be classified into functional image and emotional image. This research will use “cheap price”, “healthy food”, “safe and hygienic food” and “tasty food” to measure functional image, and emotional image can be measured by “reliability”, “happiness”, “fashion” and “having good time with friends or family”. In addition, this questionnaire will ask the personal-related questions firstly, which are easy for the participants to answer at the beginning. This is followed by impersonal questions, so that respondents will get involved in the subject-related section. In this section, questions, with hypothetical construct, are designed in rating scale. As the results of testing impersonal questions, attitudes from participants will be measured. In order to measure what extent the participants agree or disagree with statements, 5-points Likert-type scale is applied in the questionnaire. Sarantakos (2005) stated that Likert-type scale is the most efficient method, for a certain topic, to acquire information of attitudes. It is consistent with the advantages of 5-points Likert-type scale that the questionnaire aims to identify consumers’ and employees’ perception towards McDonald’s CSR activities and brand

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