In preparing to make an organizational decision, a manager should engage in research on the topic he or she is considering. When conducting research, a manager may consider quantitative or qualitative reports. Plano Clark and Creswell (2010) show that research is essentially problem solving that managers do on a daily basis. Gaining a solid understanding of the topic at hand through research based on statistics, best practices, or a literature review will help direct a manager's decision making. Quantitative Report Simply put, a quantitative report presents data that can be expressed in numerical format (SUNY, n.d.). Bialdyga's (2013) brand parity perception report is a quantitative report. The reason for this statement is that the results of the report come from two quantitative surveys carried out (Bialdyga, 2013). Although qualitative material is presented in this report, the author conducts research using a number of participants to respond to a survey which provides the data needed to answer the questions raised in the report (Plano Clark & ​​Creswell, 2010). The measurable data collected is presented in tables and graphs in the report (Plano Clark & ​​Creswell, 2010). The report attempts to provide a correlation between the various clusters described in brand parity, which also shows that it is a quantitative relationship (Plano Clark & ​​Creswell, 2010). Qualitative ReportThe leadership development report is obviously the qualitative report based on the process of elimination. Other clues that support this conclusion based on the evidence in the article are that the report reviews the current literature and also highlights where there is a lack of information in the current literature (Plano Clark & ​​C...... half of the paper ... ...try to provide managers with support, data or guidance in decision making. Works Cited Bialdyga, D. (2013). Perception of brand parity in the German automotive market: a comparative analysis of brand clusters, International Journal of Management Cases. 15(4), pp. 265-273. Plano Clark, V. L. and Creswell, J. W. (2010): A Consumer's Guide, Upper Saddle River, NJ: Pearson.SUNY (n.d.). ://web.cortland.edu/andersmd/stats/qual.htmlSuttle, R. (2014) Why the business research process is necessary to assist managers. Retrieved from http://smallbusiness.chron.com/business -research -process-necessary-assist-managers-1027.htmlWahat, N., Krauss, S. and Othman, J. (2013) Leadership development through workplace learning in Malaysian organisations. Asian Social Sciences, 9(5), p. 298-306.