Coca Cola Qualitative

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1. Introduction
1.1 Purpose of research The purpose of the research to identify, evaluate and analyze the financial performance of Coca-Cola Company improved throughout the years 2013 to 2016.
1.2 Research aims and objectives The aim of the research to discover answers to the research questions by collecting information and analyzing the data of Coca-Cola’s financial performance during 2013 to 2016.
However, the aim of the research covers a variety of objectives to find out what knowledge has found and which one has not discovered yet. The first objective of the research questions to determines the financial performance using financial ratios such as profitability (e.g., profit margin, return on asset and return on equity) and liquidity …show more content…
Rahman (2016), supported Lazaraton & Taylor definition of qualitative research, it's a research that gathers non-standardized data, analyze images and text rather than statistics and number. Rahman (2016), also highlighted the benefits and weaknesses of qualitative research. The benefits of using qualitative research including language testing and assessment research give a deep insight of understanding the candidate behavior, feeling, and …show more content…
Carr (1994), define qualitative methods as a measurement of amounts or quantity that includes statistics and number. Carr (1994), also highlights the benefits of using a quantitative approach, first the data findings generalized to large number population which is randomly selected. Secondly, using quantitative research is benefited because of the variables in testing the research is trustworthy. Finally, the random selection of quantitative research sample does not require an extended period for data collection. Marczyk et al. (2005), argues about the weaknesses of using quantitative research method. First, the lack of resources because of the large sample size leads to a shortage of knowledge. Second, the ability to control the environment especially in conducting a survey the researcher cannot have control over the respondents answering the question. Finally, quantitative research requires a researcher who has a statistical background to perform an extensive statistical
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