The ongoing COVID-19 pandemic became a challenge not only for humanity’s health but also for economies and businesses worldwide. The most significant challenge was imposed in small and medium enterprises (SME), requiring rapid adjustments and modifications in organizational structure to adapt to the situation (Klein & Todesco, 2021). Marketing research utilizes quantitative and qualitative methods to identify risks, opportunities, and future perspectives for a company (Bilgin, 2017). However, qualitative research will be more applicable in this research to understand the position of SMEs’ organizational cultures during the coronavirus crisis. Indeed, qualitative methodology is more suitable because this topic is relatively new; the method involves creating new knowledge through questionnaires, and it can help develop specific guidance for SME owners.
First of all, this area of research is relatively new, indicating the importance of prioritizing the qualitative method. According to Priyono et al. (2020), qualitative analysis can be helpful in the “theory development through the observation of constructs that develop in the real fields, especially for new topics” (p. 5). Since modern firms faced such a situation for the first time, their response should be assessed by observing SMEs’ reactions during this global crisis.
Secondly, qualitative research will allow understanding SMEs’ organizational culture more deeply. Indeed, this methodology uses observation, interviews, and surveys to extract specific information related to a research question (Bilgin, 2017). For example, the systematic review of surveys by Klein and Todesco (2021) allowed determining business owners’ approaches to coordinating their companies’ work amid the pandemic. It appears that a qualitative study is needed to generate data for this research project.
Thirdly, information obtained using this approach can help create recommendations for SME managers and operators for similar disasters in the future. According to Bilgin (2017), the qualitative method is more practical in developing guidance because specific descriptive data can be taken from surveys and interviews. For instance, a qualitative case study by Priyono et al. (2020) conducted a detailed analysis of SMEs’ adaptation to COVID-19 through digitalization using surveys. Overall, this method will help evaluate small firms’ responses to the pandemic.
To conclude, the qualitative approach is a more appropriate methodology for the proposed project. Firstly, this method is helpful in novel studies, and adaptation of small businesses to the pandemic’s realities is a relatively new area of research. Secondly, interviews can provide important information about some challenges and ways of preventing them. Lastly, qualitative studies are useful for developing practical recommendations based on the results of surveys.
As the title implies, descriptive studies compile and systematize data from interviews and surveys to describe an issue, attitudes, and possible solutions. Kim et al. (2017) state that this type of research is utilized when describing an experience, phenomenon, and perspective is required. Since the proposed research aims to understand the position of retail business owners in managing their organizations during the COVID-19 pandemic, this approach seems suitable. In fact, descriptive qualitative studies have three essential qualities: flexibility, broad focus, and straightforwardness.
The current pandemic has become a significant disruptor for many companies worldwide. Still, its outcomes are unknown despite vaccination; thus, research questions in this project should be adjustable to changes. Flexibility is one of the critical features of descriptive qualitative research, allowing it to be less dependent on theory (Kim et al., 2017). To exemplify, the study by Turner & Endres (2017) describes the strategies for attracting more customers by getting data from interviews with small business owners. Overall, the descriptive approach provides an opportunity for scholars to modify research questions during an investigation process.
Since this project strives to reveal the position of business owners, operators, and managers in developing organizational culture and business environment, the broad focus is crucial to cover all these aspects. According to Kim et al. (2017), “maximum variation sampling,” used by researchers, is considered “useful for obtaining broad insights and rich information” (p. 24). Therefore, applying this design for the proposed project will enable the concentration on the topic and expand the cohort of participants.
The last advantage of using the descriptive design in this investigation is the straightforwardness of the suggested technique. In this approach, the extracted data is grouped based on the research questions and objectives, simplifying the understanding of raw data for the target audience (Surya et al., 2021). The descriptive design may include charts, tables, and direct quotes to summarize helpful information (Kim et al., 2017). Indeed, clarity and simplicity are essential for evaluating and presenting the results because of the importance of this research for comprehending the current state of small business organizations.
To summarize, descriptive qualitative design can be applied in the proposed research project due to three essential qualities: flexibility, straightforwardness, and broad focus. Firstly, the flexibility of this technique allows the study to be less dependent on a theoretical framework, allowing scholars to alter objectives if necessary. Secondly, this type of design involves sampling variation, widening the possibilities to obtain rich data. Finally, this technique produces results in a simple and understandable form, facilitating a faster understanding of research outcomes.
References
Bilgin, Y. (2017). Qualitative method versus quantitative method in marketing research: An application example at Oba restaurant. In S. Oflazoglu (Ed.), Qualitative versus quantitative research (pp. 1-28). InTech.
Kim, H., Sefcik, J. S., & Bradway, C. (2017). Characteristics of qualitative descriptive studies: A systematic review. Research in Nursing & Health, 40(1), 23-42.
Klein, V. B., & Todesco, J. L. (2021). COVID‐19 crisis and SMEs responses: The role of digital transformation. Knowledge and Process Management, 28(2), 117-133.
Priyono, A., Moin, A., & Putri, V. N. A. O. (2020). Identifying digital transformation paths in the business model of SMEs during the COVID-19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 1-22.
Surya, B., Menne, F., Sabhan, H., Suriani, S., Abubakar, H., & Idris, M. (2021). Economic growth, increasing productivity of SMEs, and open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 1-37.
Turner, S., & Endres, A. (2017). Strategies for enhancing small business owners’ success rates. International Journal of Applied Management and Technology, 16(1), 34-49.