QUALITATIVE & QUANTITATIVE RESEARCH

Editor: Stephen Murray

OVERALL FRAMEWORK
RESEARCH DATA

SECONDARY DATA

PRIMARY DATA

QUALITATIVE DATA

QUANTITATIVE DATA

EXPLORATION

DESCRIPTION

CAUSE AND EFFECT

KEEP IN MIND THAT

Qualitative research generally deals in words, images and the subjective Quantitative research generally deals in numbers, logic and the objective

QUALITATIVE RESEARCH
Agenda Definition
When to use? Types
FOCUS GROUPS IN DEPTH INTERVIEW PROJECTIVE TECH.

Research used in range of activities from exploratory designs to means of completing explanations
Qualitative research assumes that people have meaningful actions or experiences that can be interpreted

Pros&Cons

QUALITATIVE RESEARCH
POPULARITY COMES FROM:
*ECONOMICAL *FLEXIBLE *OPENS A DOOR TO WHY, HOW *RICHNESS OF DATA *BEST TO START WITH...

QUALITATIVE RESEARCH
Identification of a given question; opportunity or information requirements Interest in obtaining insights for motivational /social (group) or emotional and attitudinal (individual) factors In IR: primary data of events or personalities supporting explanations and argument
(Cf. In marketing: for new product launch, new service development or repositioning current product

QUALITATIVE RESEARCH FOCUS GROUPS

Agenda Definition
When to use? Types
FOCUS GROUPS IN DEPTH INTERVIEW PROJECTIVE TECH.

Characteristics: 6-12 people Lead by a trained moderator in-depth discussion on 1 particular topic or concept Relaxed, informal atmosphere 1-3 hour duration Goal: Learn and understand what people say and why?

Pros&Cons

QUALITATIVE RESEARCH FOCUS GROUPS

PLANNING THE FOCUS GROUP STUDY CONDUCTING FOCUS GROUP STUDY

ANALYSIS AND REPORTING THE RESULTS

QUALITATIVE RESEARCH FOCUS GROUPS

ADVANTAGES
Synergy

DISADVANTAGES
Representativeness

Spontaneity
Speed Security

Misjudgement

Flexibility
Inexpensive

Lack of analysis Moderator Subjectivity

QUALITATIVE RESEARCH DESIGN

Qualitative Research: Examples Case studies on effect of vocational training in Papua Ethnographic studies on indigenous populations in Oaxaca, Mexico Qualitative Research Types: Case studies Developmental research Historical research Ethnograph studies Case Studies: Purpose: to do an in depth study In brief: Background, current status and/or environmental factors that interact for each group (individual, institution or community)

Characteristics of Case Studies: It gives very detailed information about individuals / group / community It may give a detailed explanation of a complete life cycle or part of it Number of cases studied may be small but the number of variables studied are usually more in-depth (e.g. if compared to a survey) Developmental Research: Conducted to research on the development of individuals / group / institution / community TWO TYPES: Cross-sectional and Longitudinal Historical Research: Used to gain information on an event, development and/or previous educational experience Process may involve studying previous situation, checking on current situation, and to predict if the same situation will occur again Conclusion on previous event is done based on collected facts and evidences to answer why and how the event and repercussions occurred Useful to solve questions that involve sensitive issues Important for systematically & objectively collecting and defining facts and evidences

Procedure for Historical Research: Define the problem Specify source of evidence Collect evidence / reference materials Primary source / original (observation or witnesses of events or authentic objects e.g. artifacts, speech text, records etc.) Secondary source (materials or information collected from primary sources e.g. paintings, films, news reports, documents Critique of evidences
External critique: confirming if collected sources are genuine and reliable (authenticity of paintings, signatures, chemical analysis etc.) Internal critique: conducted after authenticity of source of information is confirmed involves evaluation of collected evidences is it important? Required?

Able to explain the researched phenomenon? Prepare the report Ethnographic Research: In-depth study of natural behaviours in a culture or social group Purpose to understand relationships between behaviour and culture
Example: In education to understand schooling process (e.g., immigrant children) Involves widespread observations (participant & nonparticipant)

Here often starts research without hypothesis hypothesis is developed in the process of observations, and the researcher explores and test his hypothesis

QUALITATIVE RESEARCH IN-DEPTH INTERVIEW

Characteristics:
Agenda Definition
When to use? Types
FOCUS GROUPS IN DEPTH INTERVIEW PROJECTIVE TECH.

A well trained interviewer+interviewee Interviewee is exposed to set of probing questions Usually face to face Interviewer encourages the interviewee to talk more

Goal:
To collect as much as memory, attitudinal and behavioral data from the subject

Pros&Cons

QUALITATIVE RESEARCH IN-DEPTH INTERVIEW

Applications:
-Interviews with professionals -Interviews with witnesses -When detailed probing is needed -Discussion of sensitive, confidential issues -When strong, social norms exist -Interviews with competitors

QUALITATIVE RESEARCH IN-DEPTH INTERVIEW

ADVANTAGES
Concentrated

DISADVANTAGES
Expensive

issue maximum probing Free exchange of information Easier to arrange Best for intimate, sensitive issues Flexibility

Time

consuming Exhausting for Interviewer Interviewer errors Respondent bias or reliability

QUALITATIVE RESEARCH PROJECTIVE TECHNIQUE

Definition:*
Agenda Definition
When to use? Types
FOCUS GROUPS IN DEPTH INTERVIEW PROJECTIVE TECH.

These are unstructured prompts or stimulus that encourage the respondent to project their underlying motivations, beliefs, attitudes, or feelings onto an ambiguous situation They are all indirect techniques that attempt to disguise the purpose of the research

Pros&Cons

*Source: http://en.wikipedia.org/wiki/Qualitative_marketing_research

QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES

Projective Techniques

Word Association

Sentence Completion Tests

Cartoon Tests

Role Playing

Third-Person Techniques

Picture Interpretation /Story Telling

QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES

Types: 1. Word Association Customers are required to show response to the concept they are told within 2-3 sec.

QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES

*Source: http://www.nielsenbuzzmetrics.com/images/uploaded/NikeBAM.gif

QUALITATIVE RESEARCH PROJECTIVE TECH.

2. Sentence Completion Customers are required to complete sentences or stories in their own words
People who are concerned about ecology When I think of a city I drink a Coca-Cola, usually when . Starbucks reminds me of

QUALITATIVE RESEARCH PROJECTIVE TECH.

3. Cartoon Tests

QUALITATIVE MARKETING - PROJECTIVE TECH.

Hth Hntfyf hngfhn
WALMART

Lets see if we can pick up some house wares at Walmart

QUALITATIVE RESEARCH PROJECTIVE TECH.

4. Role Playing Respondents are asked to assume the behavior of someone else Useful for emphatic approaches for conflict resolution
Sales Supervisors are asked to become Sales Represantatives, and vice versa.

QUALITATIVE RESEARCH PROJECTIVE TECH.

5. Third Person Way of learning respondents feelings or opinions by asking them to answer for a third party : your neighbour most people typical person

QUALITATIVE RESEARCH PROJECTIVE TECH.

6.Picture Interpretation A technique whereby respondents are shown a picture and are asked to tell a story describing it

QUALITATIVE RESEARCH PROJECTIVE TECH.

ADVANTAGES
Elicit

DISADVANTAGES
Participation

responses that subjects would be unwilling to give Underlying Motivations, Beliefs, Attitudes

of the

respondents Skills are required to analyse the responses Expensive

QUALITATIVE RESEARCH
Criteria
1. Degree of Structure Relatively high 2. Probing of individual Low respondents 3. Moderator bias Relatively medium 4. Interpretation bias Relatively low 5. Uncovering Low subconscious information 6. Discovering innovative High information 7. Obtaining sensitive Low information 8. Involve unusual No behavior or questioning 9. Overall usefulness Highly useful

Focus Groups

Depth Interviews

Projective Techniques

Relatively medium Relatively low High Medium

Relatively high Low to high Relatively medium Relatively high Medium to high High Medium Medium Low High

To a limited extent Useful

Yes
Somewhat useful

QUANTITATIVE RESEARCH SURVEY

SURVEY METHOD:
STRUCTURED QUESTIONNAIRE GIVEN TO A SAMPLE OF A POPULATION DESIGNED TO GAIN SPECIFIC INFORMATION

QUANTITATIVE RESEARCH - SURVEY

Survey Methods

Telephone

Personal

Mail

Electronic

In-Home

By appointment

Random Personal Interviewing

E-mail

Internet

Traditional Telephone

Computer-Assisted Telephone Interviewing

Mail Interview

Mail Panel

QUANTITATIVE RESEARCH - EXPERIMENTATION

EXPERIMENTATION METHOD:
Scientific investigation in which
an investigator manipulates and controls one or more independent variables and observes the dependent variable for variation concomitant to the manipulation of the independent variables.*

QUANTITATIVE RESEARCH
ADVANTAGES
Specific

DISADVANTAGES
Limited

research

problem Clear independent and dependent variable High level of reliability Minimum personal judgement

outcomes due to structured method Unability to control the environment Expensive(large number of respondents)

COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH

CHARACTERISTICS

Research Objectives Type Of Research Type Of Questions

QUALITATIVE QUANTITATIVE Discovery of new Validation of ideas,insights facts,estimates, and feelings relationships Usually Descriptive and exploratory causal Openended,semiMostly structured structured, unstructured, probing

COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH contd.

CHARACTERISTICS

Time Of Execution Sample Size Type Of Analyses

Researcher Skills

QUALITATIVE Short Time Frames Small Subjective, Interpretitive

Psychology, Sociology,CB, Social Psychology

QUANTITATIVE Usually long time frames Large Statistical,

Descriptive,causal
Statistics, MR, DSS, Decision Models

Representativeness Limited

Good

SUMMARY
Qualitative methods focus on generating exploratory initial/progressive insights into questions and problems Depth probing of hidden attitudes, feelings or behaviour
Focus Groups In depth Interviews Projective Techniques

SUMMARY
Quantitative Research is interested in using formalised, standard structured questioning, whereby response options are pre-determined Usually to be administered to significantly large numbers of people.

Descriptive (Surveys)

Causal (Experimentation)

OVERALL FRAMEWORK

Source: http://www.informedbusinessdecisions.com/RoadMapt400c.jpg