Preparing to Conduct Business Research 
Preparing to Conduct Business Research: Part 3
RES 351
November 18, 2014
David Gobeli
Preparing to Conduct Business Research: Part 3
Even though The Coca Cola Company may generally utilize quantitative research, it is important to understand the difference between quantitative and qualitative research because qualitative and quantitative research investigate different goals and there can be drawbacks when the proper research is not utilized. This is a discussion whether The Coca Cola Company business problem could primarily be solved using qualitative or quantitative research design and the benefits of using both quantitative and qualitative research designs. Whether the qualitative or quantitative research design becomes the primary design for this research will be identified, and how can The Coca Cola Company most effectively use the power of both designs. This paper will consider what the drawbacks of just using one design to research the problem. Finally this paper will wrap by discussing the insights each type of design will generate and the importance of having those insights to solve the business problem. “Which design (qualitative or quantitative) will become the primary research design?” (Kim)
“How can you most effectively use the power of both designs?” (Liz)
“What are the drawbacks of just using one design to research the problem?” (Kelly)
The insight our research will provide for Coca Cola can be used to identify declining sales and opportunities to stay relevant in the beverage market. Although a qualitative approach would be beneficial and at a very low cost it would not be conclusive in order to make a long term strategic plan for the company. The data could be used for determining what types of beverages do college students prefer during morning verses evening classes. While this information would be quite useful it would not be enough data to determine a new global strategy. Since Cola is a worldwide company the use of quantitative research
RES 351
November 18, 2014
David Gobeli
Preparing to Conduct Business Research: Part 3
Even though The Coca Cola Company may generally utilize quantitative research, it is important to understand the difference between quantitative and qualitative research because qualitative and quantitative research investigate different goals and there can be drawbacks when the proper research is not utilized. This is a discussion whether The Coca Cola Company business problem could primarily be solved using qualitative or quantitative research design and the benefits of using both quantitative and qualitative research designs. Whether the qualitative or quantitative research design becomes the primary design for this research will be identified, and how can The Coca Cola Company most effectively use the power of both designs. This paper will consider what the drawbacks of just using one design to research the problem. Finally this paper will wrap by discussing the insights each type of design will generate and the importance of having those insights to solve the business problem. “Which design (qualitative or quantitative) will become the primary research design?” (Kim)
“How can you most effectively use the power of both designs?” (Liz)
“What are the drawbacks of just using one design to research the problem?” (Kelly)
The insight our research will provide for Coca Cola can be used to identify declining sales and opportunities to stay relevant in the beverage market. Although a qualitative approach would be beneficial and at a very low cost it would not be conclusive in order to make a long term strategic plan for the company. The data could be used for determining what types of beverages do college students prefer during morning verses evening classes. While this information would be quite useful it would not be enough data to determine a new global strategy. Since Cola is a worldwide company the use of quantitative research
References: