Understanding, comparison, and application of business research

methodologies

EWA WIERZBA-FOKT

Contents: Page:
Introduction 1-2
Chapter I. Quantitative Methods 2-4
Chapter II. Qualitative Methods 4-6
Chapter III. Mixed Methods 6-7
Chapter IV. Comparison of research methodologies 7-9
Chapter V. Discussion of two selected research methods 9 - 10
Chapter VI. Applying to a hypothetical scenario 10 - 12
Summary 12 - 13
Bibliography 13

Introduction

In today's dynamically changing business world, the ability to deeply understand the market,
customers, and internal operational processes becomes crucial to maintaining the competitiveness
and innovation of most operating business entities.

This ability depends on their ability to carry out in-depth and detailed so-called "business research",
which has become a side, separate field. (The most popular are the so-called market research,
without which it would be difficult to imagine the functioning of a serious enterprise today)
Among business research methods, there are three fundamental research methodologies commonly
used in business research: quantitative methods, qualitative methods, and mixed methods. Each of
these methodologies has its unique approach to collecting and analyzing data, and the selection of
the appropriate methodology depends on the nature of the research question and the goals of the
study.1

Quantitative methods, characterized by the ability to measure and quantify data, are invaluable in
market, financial, and other research where numbers and statistics play a key role. They allow for
large-scale analysis, providing objective data that can be easily compared and statistically analyzed.

Qualitative methods, on the other hand, focus on understanding motivations, opinions, and attitudes,
offering deep insight into consumer behavior and preferences. They are particularly useful in
market research, brand management, and product innovation, where understanding subtle nuances
and context can lead to breakthrough discoveries and strategies.

The mixed method, combining the advantages of both approaches, is becoming more and more
popular in business research, offering a comprehensive insight into the phenomenon under study.
1
Creswell, J.W. "Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches", Sage Publications, Thousand Oaks, 2014. p.21
This is particularly useful in situations where quantitative data needs to be supplemented with
context and understanding that only qualitative methods can provide. The use of a mixed method
allows for a more complete and comprehensive understanding of the problem, which is invaluable
in making strategic business decisions.

Both quantitative and qualitative methods have their most common varieties, specific to each field.
The mixed method is simply a compilation of qualitative and quantitative methods that allows for
the maximum use of available research tools. Choosing the right research methodology is crucial to
obtaining reliable and useful results that can significantly influence business development, business
innovation, and the ability to adapt to a rapidly changing market.2 Therefore, understanding and
skillful application of these methodologies in business practice opens up new opportunities for
enterprises to develop and increase competitiveness in the market.

Chapter I. Quantitative Methods

Quantitative methods, due to their nature, offer the possibility of conducting objective and precise
data analysis, which is extremely valuable in the context of business research. By focusing on
collecting numerical data, these methods allow for accurate measurement and quantification of
various aspects of enterprise operations, consumer behavior, marketing effectiveness, and other
business-related phenomena.

Some of the most common tools used in quantitative methods are surveys and questionnaires. They
allow you to collect data from a large number of respondents in a relatively short time. By
standardizing questions, the researcher can compare answers and detect patterns among different
groups of respondents. Surveys can be distributed on paper, by telephone, online, or through other
electronic means of communication, giving researchers flexibility in collecting data.3

The main advantage of quantitative methods is their representativeness. Large research samples, if
appropriately selected, can reflect the characteristics of the entire population, which allows for
generalization of research results. Moreover, the objectivity of numerical data limits the influence of
subjective interpretations, which increases the reliability of the results.

However, quantitative methods also have their limitations. Although phenomena are precisely
measured, they may fail to capture the depth and complexity of some aspects of the phenomenon
under study. For example, when examining customer satisfaction, quantitative methods will do an
excellent job of measuring the level of that satisfaction, but may not provide insight into the causes
of dissatisfaction or the specific emotions associated with the customer experience.4

Quantitative methods are an integral part of business research, providing solid data that can be the
basis for making strategic decisions. Their effectiveness and credibility make them widely used in
various areas of business. However, to obtain a more complete picture of the phenomenon under
study, it is often recommended to supplement them with qualitative methods that can provide
additional context and understanding of aspects of a company's operations that are not captured by
numbers.

Quantitative methodology is an essential tool in the world of business research, offering a solid
foundation for analyzing and interpreting numerical data. Thanks to the variety of research
2
Saunders, M., Lewis, P., Thornhill, A. "Research Methods for Business Students", Pearson
Education Limited, Harlow, 2019. p. 34
3
Babbie, E. „Podstawy badań społecznych", PWN, Warszawa, 2004. p. 66
4
Knapik, A. — Rószkiewicz, M. "Metody ilościowe w badaniach marketingowych",
Wydawnictwo Naukowe PWN, Warszawa 2002. p. 45
techniques, researchers can measure and analyze business phenomena with high accuracy, which
allows them to formulate reliable conclusions and recommendations. Below I provide a detailed
overview of the main quantitative methodologies that are used in business research.
1. Surveys
Surveys allow you to quickly collect numerical data from a large number of respondents through a
set of structured questions. They are easy to distribute and can be conducted online, by phone, or in
person. Surveys are an effective tool for measuring opinions, attitudes, and behaviors in various
populations.

2. Experiments
Experiments are controlled studies that allow the identification of cause-and-effect relationships
between variables. They are carried out in strictly controlled conditions, often in a laboratory, which
ensures a high level of control over research variables. This method is irreplaceable in testing new
products, services, or business theories.

3. Cross-sectional studies
Cross-sectional studies collect data from different individuals at one point in time, which allows for
comparisons between different groups. They are fast and cost-effective but do not allow for
observing changes over time. This method is often used to assess the current state of a market or
population.

4. Statistical analysis
Statistical analysis uses mathematical techniques to analyze and interpret numerical data, enabling
conclusions to be drawn and predictions made. It allows you to identify patterns, trends, and
relationships between variables. It is essential in assessing the effectiveness of business activities
and making decisions.

5. Panel studies
Panel research involves regularly collecting data from the same group of respondents over a longer
period. They allow for the observation of changes in behaviors and attitudes. They are used to
analyze consumer trends and changes in society.

6. Regression analysis
Regression analysis is a statistical method that determines the relationship between one dependent
variable and one or more independent variables. It is used to forecast and model economic,
financial, and social phenomena. It enables the identification of factors that have the greatest impact
on the phenomenon under study.

7. Random method
The random method involves randomly selecting a research sample, which ensures the
representativeness and objectivity of the results. It is the basis for reliable statistical and quantitative
research. It prevents bias and allows results to be generalized to a broader population.

These quantitative methods are irreplaceable in business research, offering a solid foundation for
analyzing the market, consumer behavior, the effectiveness of marketing strategies, and other key
aspects of a company's operations. They provide an objective and measurable database that is
essential for making informed business decisions.

The business research discussed here also often uses measurement methods such as financial
analysis, which allows for the assessment of the company's ability to pay, profitability, or value.
These methods are indispensable when assessing the financial health of companies, investments,
and strategic planning. Statistical analysis, in turn, allows for the identification of market trends,
assessment of investment risk, and forecasting future financial results. These are quantitative
methods designed for business research methods.

To sum up, quantitative methods offer a rich set of tools enabling precise analysis of numerical data
in business research. From surveys to advanced statistical analyses, these methods provide a deep
understanding of business phenomena, which is essential for making informed strategic decisions.

Examples of quantitative research questions:

Quantitative research questions often focus on measurable aspects of the phenomenon under study,
allowing for statistical analysis and quantification of results. Here are three examples of such
questions that can be used in various areas of business research:

1. How satisfied are customers with the new product?

- This question involves surveying customers who have purchased or used a new product to
assess their level of satisfaction on a numerical scale. The results can be used to calculate the
average level of satisfaction, which will allow the
company to assess the market reception of the product and identify areas for improvement.

2. What is the impact of the advertising campaign on sales growth?

- This question requires the analysis of sales data before and after the introduction of an
advertising campaign to quantify its effect on sales growth. This can be done by comparing the
percentage change in sales during the campaign period compared to the period before it began,
which will allow you to assess the effectiveness of your marketing activities.

3. Is there a statistically significant difference in the effectiveness of remote work compared to

working in the office?
- This question examines whether remote work affects employee performance in a measurable
and statistically significant way. This can be examined by quantitative analysis of performance
indicators, such as the number of completed projects, hours spent on tasks, and work quality ratings,
among employees working remotely compared to those working traditionally in the office.

Each of these questions requires the collection of quantitative data, which can then be subjected to
statistical analysis, enabling objective and measurable answers to the research questions.

Chapter II. Qualitative methods

Qualitative methods focus on understanding people's experiences, motivations, opinions, and

cultures by collecting unmeasured data. This data may take the form of interviews, focus groups,
observations, and case studies. Qualitative methods allow for a deeper understanding of the context
and processes behind the numbers, providing rich, descriptive data.

In business research, qualitative methods stand out for their ability to provide rich and complex data
that is irreplaceable in understanding the subtle nuances of the behaviors, decisions, and interactions
of both customers and employees.5 This type of methodology allows companies to explore the deep
beliefs, values, and expectations that shape people's choices and attitudes, which is especially
valuable in the context of a constantly evolving market.

The use of in-depth interviews, focus groups, and observations allows us to explore not only what
people do, but above all why they do it. This makes it possible to identify hidden customer needs
and motivations, which in turn enables the creation of more tailored and effective product,
marketing, and operational strategies. In addition, analyzing content from social media or online
5
Jemielniak, D. "Badania jakościowe. Metody i narzędzia", PWN, Warszawa, 2012. p. 25
forums can provide valuable information about the perception of the brand and its products in the
user community, indicating potential areas for improvement.

Qualitative methods also offer a unique opportunity to understand organizational culture and
internal dynamics within a company. Through narrative or ethnographic research, it is possible to
discover how processes, principles, and values influence work efficiency, employee satisfaction,
and innovation. This provides an opportunity to strengthen internal mechanisms supporting the
development and competitiveness of the enterprise.6

In business research, qualitative methods play a key role, providing insight into complex and often
subtle aspects of a company's operations. These methods enable researchers to understand how
people interpret their experiences, what motivations drive their decisions, and what factors
influence their behaviors and attitudes in business contexts.

In summary, qualitative methods are an invaluable tool in the business research arsenal, enabling
companies to not only understand but also anticipate changes in the market and among consumers.
They provide the knowledge necessary to make informed strategic decisions that can transform
market challenges into opportunities for growth and profit.

In the business research discussed here, we distinguish the following qualitative methods:

1. In-depth Interviews
In-depth interviews are direct conversations with respondents, enabling an in-depth understanding
of their opinions and experiences. This method is flexible, which allows you to adapt questions
during the interview to better explore interesting topics. It is exceptionally useful in business
research when the goal is to understand consumer motivations and preferences.

2. Observations
Observations allow for the non-intrusive collection of data about the natural behavior of people in
specific situations. This method is valuable when researchers want to understand how people
behave in work or shopping environments, without influencing their actions. It provides a realistic
picture of behavior, which is crucial for developing marketing and operational strategies.

3. Focus Group (Focus Groups)

Focus groups consist of moderated discussions with a selected group of people to explore their
opinions and reactions to a specific topic. This method is effective in generating diverse
perspectives and ideas, as well as detecting patterns in group opinion. It is often used to test new
products or concepts before introducing them to the market.7

4. Content Analysis
Content analysis is the systematic examination of text messages, images, or other media to identify
patterns, themes, or meanings. It allows you to understand brand communication and its perception
by consumers by analyzing marketing content, product reviews, or social media posts. It is
necessary to monitor the brand image and adjust the communication strategy.

5. Case Studies
Case studies offer detailed analysis of individual individuals, events, groups, or organizations,
enabling an in-depth understanding of a specific phenomenon. This method allows you to discover
new perspectives and generate knowledge about complex business problems. It is often used to
6
Jemielniak, D. "Badania jakościowe. Metody i narzędzia", PWN, Warszawa, 2012. p. 25
7
Denzin, N.K., Lincoln, Y.S. "The Sage Handbook of Qualitative Research", Sage
Publications, Thousand Oaks, 2011. p. 36
analyze the successes or failures of companies, introducing valuable lessons for business practice.8
6. Analysis of documents and archives
The analysis of documents and archival materials allows you to understand the history and
evolution of the organization, business strategies, and decision-making processes. This method is
particularly valuable in reconstructing the course of events, analyzing strategic changes, or
assessing the impact of historical decisions on the current state of the company.

Each of these qualitative methods makes a unique contribution to business research, enabling
companies to understand not only the "what" and "how much", but most importantly the "why" - the
key question behind many business decisions. The use of these methods allows for a more complete
and comprehensive understanding of the market, customers, and your organization.

Types of qualitative research questions:

- Why do customers choose our brand over the competition?
- What is the user experience with our online interface?
- How does organizational culture affect the effectiveness of teamwork?
These questions are questions to which the answers will be descriptive, without the need to provide
numerical data.

Chapter III. Mixed methods

Mixed methods combine elements of quantitative and qualitative methods, offering a holistic
approach to the study of phenomena. This allows for the collection and analysis of a wide range of
data, both statistical and descriptive, which can yield richer and more complex conclusions. Mixed
methods are particularly useful when a researcher seeks to answer questions of both "how" and
"why" a phenomenon occurs.

Developing the topic of mixed research in terms of business research requires understanding how a
variety of mixed research approaches can be applied to solve specific problems in the business
world. Each mixed research methodology offers unique opportunities to understand complex
business phenomena, from market dynamics to consumer behavior and the impact of organizational
strategies.9

1. Sequential Explanatory Design in Business Research

This approach can be used to deeply understand the reasons behind market trends. For example, a
company might first conduct a quantitative analysis of product sales and then use qualitative
interviews with customers to understand purchasing motivations and opinions about the product.
This way, the company can better align its marketing and product strategies.

2. Sequential Exploratory Design in the context of innovation

In the context of product innovation, initial qualitative research can help identify customer needs
and expectations that are not yet fully understood. Then, these initial conclusions can be tested
using extensive quantitative research to assess the potential market for new products or services.

3. Convergent Design for Understanding Customer Satisfaction

The convergent method is ideal for assessing customer satisfaction, where quantitative surveys can
be used alongside focus groups or interviews to not only measure the level of satisfaction but also
understand its causes. This combination of methods allows for a more complete analysis of data and
8
Denzin, N.K., Lincoln, Y.S. "The Sage Handbook of Qualitative Research", Sage
Publications, Thousand Oaks, 2011. p. 43
9
Creswell, J.W. "Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches", Sage Publications, Thousand Oaks, 2014. p. 38
the development of more effective strategies to improve the quality of services.

4. Embedded Design in product development strategy

Product development strategies may be dominated by quantitative research on customer preferences
and market potential, but interwoven qualitative research can provide insight into the context of
product use and unmet needs, enabling companies to tailor products to more specific customer
requirements.10

5. Transformative Design in Corporate Social Responsibility (CSR)

Transformative research can be used by companies to identify and solve social or environmental
problems. By combining quantitative and qualitative data, organizations can develop and implement
CSR strategies that have a real impact on communities and the environment.

6. Exploratory Sequential Design for startups

Startups seeking to understand a market niche or validate a business model can use this approach.
Initial qualitative research helps understand customer needs and potential barriers, while subsequent
quantitative research allows you to assess the scale and profitability of the business idea.

7. Instrument Development for Market Research

The development of research tools, such as questionnaires or surveys, based on preliminary
qualitative research, allows companies to more precisely measure consumer attitudes and behavior,
which is crucial for effective market targeting and personalization of the offer.

In conclusion, blended research offers companies a powerful tool to deeply understand complex
business phenomena, enabling them to make more informed strategic and operational decisions.
Choosing the appropriate mixed research design depends on the specific needs and research goals of
the company.

Examples of mixed-method research questions:

- What factors influence customer loyalty and why are they important from the customers'
perspective?
- How does the introduction of new technology affect work productivity, and how do employees
perceive these changes?
- What are the purchasing trends among different demographic groups and what are the motivations
behind their choices?

Choosing an appropriate research methodology in business research is crucial to achieving the

research objectives and answering the research questions. Quantitative methods provide measurable
data that can be easily analyzed statistically. Qualitative methods offer a deeper understanding of
phenomena and motivations. Mixed methods combine these two approaches, providing a
comprehensive picture of the phenomenon under study. The choice of method depends on the nature
of the research question and whether the researcher is looking for precise measurements, deep
understanding, or both.11

Chapter IV. Comparison of research methodologies

Comparing research methodologies – quantitative, qualitative, and mixed – allows for a deep
10
Creswell, J.W. "Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches", Sage Publications, Thousand Oaks, 2014. p. 38
11
Creswell, J.W. "Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches", Sage Publications, Thousand Oaks, 2014. p. 78
understanding of their applications, strengths, and weaknesses, as well as challenges that may arise
during the research process.12

Quantitative Methodologies

The strengths of quantitative methodologies are:

1. They enable statistical analysis, which allows the results to be generalized to a larger population.
2. Results are often perceived as more objective through the use of standardized measurement tools.
3. Effective in measuring phenomena and identifying trends.

The weaknesses of quantitative methodologies are:

1. They may not take into account the context and deeper understanding of the phenomenon under
study.
2. Risk of missing the nuances and subtleties of the human experience.

Contexts of application of quantitative methodologies:

- Market research, epidemiological analyses, and public opinion surveys.
- Ideal when a researcher has a clearly defined research question and needs measurable data.

Pitfalls and challenges of quantitative methodologies:

- The rigor of research tools may limit the depth of insight.
- Over-reliance on numerical data may lead to neglecting the qualitative aspects of the phenomenon
under study.

Qualitative Methodologies

Strengths of qualitative methodologies:

- They allow for a deep understanding of social phenomena and processes.
- Flexibility in the approach to data collection facilitates the exploration of new research areas.
- They enable analysis of context and meaning for research participants.

Weaknesses of qualitative methodologies:

-The results may be difficult to generalize to a larger population.
- The data analysis process is time-consuming and may be subjective.

Contexts of application of qualitative methodologies:

- Ethnographic research, case studies, research on behavior and attitudes.
- Valuable when you need to understand "why" and "how" phenomena occur.

Pitfalls and challenges of qualitative methodologies:

- Risk of subjectivity and researcher influence on the results.
- Difficulties in ensuring the repeatability of the study.

Mixed Methodologies

Strengths of mixed methodologies:

- They combine the advantages of both approaches, offering a more complete picture of the
phenomenon under study.
- They enable data triangulation, which increases the reliability of results.
- Flexibility in the selection of research tools and strategies.
12
Konecki, K. "Studia z metodologii badań jakościowych. Teoria ugruntowana", PWN,
Warszawa, 2000.
 Weaknesses of mixed methodologies:
- They require the researcher to have skills in both methodologies.
- Can be time-consuming and expensive due to the need to perform both types of tests.

Application contexts of mixed methodologies:

- Interdisciplinary research, program evaluation, innovation implementation research.
- Particularly useful when a researcher is looking for both deep understanding and the
generalizability of results.

Pitfalls and challenges of mixed methodologies:

- Difficulties integrating quantitative and qualitative data.
- Risk of one method being neglected over the other.

To sum up, each methodology has its place in the arsenal of research tools, and the choice of the
appropriate one depends on the specificity of the research question, goals, and context of the study.
The key to the effective use of each method is awareness of its limitations and the possibilities it
offers, as well as the ability to adapt to the specific requirements of the research project.

Chapter V. Discussion of two selected research methods

The first method I would like to discuss is the quantitative method using the example of a survey.
Survey (Quantitative Method)

How it works: A survey is a research tool used to collect quantitative data, consisting of a series of
closed or open questions. Respondents answer a set of standard questions, which allows for the
quick and effective collection of large amounts of data. Surveys can be conducted in person, by
telephone, online, or by email.13

Type of Data Generated: Surveys generate quantitative data that can be easily quantified and
analyzed statistically. This data may include frequencies, averages, percentages, and other statistical
measures that enable researchers to identify trends, patterns, and correlations.

Advantages of surveys:
• Ability to quickly collect data from a large number of respondents.
• Relatively low cost of implementation compared to other quantitative methods.
• Ease of data analysis and interpretation.
• Ability to generalize results to a larger population.14

Disadvantages of surveys:
• Limited opportunities to gain deep insight into respondents' motivations and attitudes.
• Risk of low response, especially in online surveys.
• Possibility of influencing the way the questions are formulated on the respondents' answers.
• Difficulties in obtaining answers to open-ended questions and their analysis may be time-
consuming.

Interviews (Qualitative Method)

13
Silverman, D. (przekład: Z. Mikołajewski) "Prowadzenie badań jakościowych", PWN,
Warszawa, 2010. p. 77
14
Yin, R.K. "Case Study Research and Applications: Design and Methods", Sage Publications,
Thousand Oaks, 2018. p. 73
Method of Operation: Interviews are a qualitative method involving direct conversations with
respondents. They can be structured, semi-structured, or unscripted. Interviews allow for the
exploration of respondents' views, experiences, and motivations, offering rich and complex insight
into the phenomenon under study.

Type of Data Generated: Interviews generate qualitative data such as descriptions, narratives, and
personal opinions that can be analyzed to understand more deeply the context and meaning of
human behavior. This data requires interpretation and content analysis to identify patterns, themes,
and meanings.

Advantages of the interview:

• Ability to gain deep insight into people's experiences, attitudes, and behaviors.
• Flexibility in adapting questions to the context of the conversation.
• Enabling understanding of complex thought processes and motivation.
• High quality and depth of data.

Disadvantages of the interview:

• Time-consuming and higher costs of data collection and analysis compared to quantitative
methods.
• Difficulties generalizing the results to a larger population.
• The risk of the researcher's subjectivity influencing the interpretation of data.
• Limited number of respondents who can be interviewed in one study.

In summary, surveys and interviews are two fundamental research methods used in business
research that offer a variety of opportunities to collect and analyze data. The choice of method
depends on the objectives of the study, available resources, and the need to obtain a specific type of
data.

Chapter VI. Applying to a hypothetical scenario

Hypothetical Business Problem

The company "EcoClean", operating in the household cleaning products industry, is facing the
problem of falling sales of its flagship product - ecological cleaning liquid. Despite positive reviews
and a loyal customer base, the company has seen a significant decline in interest over the past six
months. "EcoClean" wants to understand the causes of this trend and develop a strategy that will
reverse this negative direction.

Proposed Research Methodology

In response to the presented problem, the proposed methodology is a mixed method, combining
quantitative and qualitative approaches. This choice is justified by the need to obtain both an overall
picture of the market and consumer behavior (quantitative data) and a deeper understanding of their
motivation, opinions, and perception of the "EcoClean" brand and products (qualitative data).

Research Stages

Stage 1: Quantitative research - Online survey

The first step will be to conduct an online survey addressed to the company's current and potential
customers. This survey will aim to identify:
- Frequency of use of "EcoClean" products.
- Factors influencing purchasing decisions in the cleaning product category.
- Awareness of the existence of the product and brand perception.
- Potential product alternatives considered by consumers.
 Stage 2: Qualitative research - Focus groups
Next, "EcoClean" will organize sessions with focus groups consisting of current users and people
who have stopped using the product. The aim will be to gain insight into:
- Experiences related
to using the product.
- Perception of ecological value and cleaning effectiveness.
- Suggestions for product improvement and communication strategy.

Justification of the Selection

The choice of mixed methodology as a research approach is dictated by several important factors
that emphasize its importance and usefulness in solving a specific problem - in this case, a decline
in sales.

First, we are dealing with a problem of great complexity. A decline in sales is a phenomenon that
may result from many different reasons, such as changes in consumer perception of the brand,
increased competition on the market, changes in purchasing preferences, or even macroeconomic
changes affecting purchasing power. Mixed methodology enables the simultaneous use of various
research techniques, which allows for a comprehensive understanding of the problem from different
perspectives.

Secondly, it is crucial to understand customers, their needs, expectations, and the way they perceive
the brand. Mixed methodology, combining quantitative techniques (such as surveys) with
qualitative techniques (such as focus groups), allows you to obtain a broad picture of purchasing
trends and deeper insight into consumers' opinions and expectations. Surveys can provide data on
overall purchasing trends and preferences, while focus groups will provide a more in-depth
understanding of consumer motivations and attitudes toward a brand.

Third, the mixed methodology supports the company's development strategy. Quantitative data
obtained through surveys can help define the scope of the problem and identify key areas for
improvement. In turn, qualitative data, such as from focus groups, can provide valuable guidance on
how to approach planning and implementing these fixes. This combination of methods allows for
the development of more accurate and effective operating strategies that are better suited to market
needs and customer expectations.

To sum up, the choice of a mixed methodology is a strategic and justified approach that allows for a
comprehensive understanding of the problem of sales decline, a deep understanding of customer
needs and expectations, and effective planning of corrective and development activities.15 Thanks to
this approach, you can effectively respond to market challenges and build lasting relationships with
consumers, which in the long run will contribute to increased sales and strengthen the brand's
position on the market.

Challenges and Potential Pitfalls

The implementation of the research by "EcoClean" is associated with several challenges and
potential pitfalls that may affect the credibility and effectiveness of the research activities carried
out. One of the main challenges is the difficulty of recruiting participants for focus groups. Finding
the right number of people who are representative of the target consumer group and willing to
participate in the study may be time-consuming and require the use of effective recruitment
methods. Possible pitfalls include limitation to those who are readily available or willing, which
may result in a lack of representativeness.
15
Yin, R.K. "Case Study Research and Applications: Design and Methods", Sage Publications,
Thousand Oaks, 2018. p. 22
Another challenge is the subjectivity of qualitative data analysis. This data, while rich in context
and depth, is difficult to analyze objectively. Subjective interpretations of researchers may introduce
bias, which distorts the results and may lead to incorrect conclusions.

In response to these challenges, EcoClean should adopt several key strategies:

1. Effective recruitment of participants: The company should develop a detailed recruitment plan,
which may include various channels to reach potential participants, such as social media,
cooperation with industry organizations, or referral programs. The recruitment strategy must be
aimed at achieving the greatest possible diversity and representativeness of the target group.

2. Ensuring objectivity of recruitment: It is worth considering hiring an external research company

or independent recruiters who can ensure greater objectivity in the participant selection process.
This approach can also help minimize potential biases resulting from internal recruitment processes.

3. Systematic analysis of qualitative data: To counteract subjectivity, a company should employ

well-established qualitative data analysis methods such as thematic coding and content analysis.
Using qualitative data analysis software can also help systematize the process and ensure greater
objectivity.

4. Establish analysis criteria in advance: Before starting the analysis, it is important to define clear
criteria and indicators that will be used to interpret the data. This approach will allow for a more
objective and consistent analysis of data, as well as an easier comparison of results.16

When carrying out the study, "EcoClean" should pay special attention to the challenges related to
the recruitment of participants and the subjectivity of the analysis of qualitative data. It will be
crucial to adopt strategies that will ensure the effectiveness and objectivity of the research process,
which will consequently contribute to obtaining reliable and valuable results.

Summary
EcoClean's choice of blended methodology to diagnose and solve the problem of declining sales is a
strategic and purposeful step that aims to comprehensively understand this complex phenomenon.
By combining quantitative methods, such as surveys, with qualitative methods - focus groups, the
company is able to obtain a more complete picture of the causes behind changes in consumer
purchasing behavior. Such a multidimensional analysis allows not only the identification of key
factors influencing purchasing decisions but also an in-depth understanding of customers' needs,
expectations, and perceptions towards the "EcoClean" brand.

The use of a mixed methodology allows "EcoClean" to create a solid basis for developing effective
marketing and product strategies that are closely tailored to the discovered needs and preferences of
consumers. Thanks to this, the company can better address its activities, introduce innovations or
product modifications, improve marketing communication, and optimize distribution channels to
better respond to market requirements.

Moreover, the integration of different types of data allows for a more balanced and objective
approach to problem analysis. Quantitative data provides statistical evidence of specific trends and
purchasing patterns, while qualitative data offers deep insight into customer motivations, opinions,
and experiences. This synergy of methods allows for a more precise understanding of market
dynamics and a more effective response to its changes.
16
Denzin, N.K., Lincoln, Y.S. "The Sage Handbook of Qualitative Research", Sage
Publications, Thousand Oaks, 2011.
As a result, the choice of a mixed methodology is crucial for the "EcoClean" company not only in
the context of understanding the causes of declining sales but also in the context of building long-
term relationships with customers and increasing the company's competitiveness in the market.
Through the effective use of research results, "EcoClean" has the opportunity not only to regain its
lost position but also to increase sales and strengthen its brand in the minds of consumers.

BIBLIOGRAPHY

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