In the name of Allah Kareem,Most Beneficent, Most Gracious, the Most Merciful !

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Quantitative ResearchQuantitative research is "a formal, objective, systematic process in which numerical data are utilised to obtain information about the world" (Burns and Grove cited by Cormack 1991). Quantitative research is inclined to be deductive. In other words it tests theory.

General aims of quantitative research

• To generalize • To be objective• To test theories

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1. Theory

4. Devise measures of concepts

2. Hypothesis

5. Select research site / Respondents

6. Data Collection

7. Preparation of data

10. Report Writing

9. Drawing Conclusions

8. Analysis and interpretations

Quantitative Research Process

PURPOSE OF THEORY 1.Prediction

2.Understanding

LEVELS OF THEORY3. Abstract level4. Empirical level

PROCESS OF THEORY DEVELOPMENT1. Induction2. Deduction

1. THEORYTheory is a standardized principle on which basis we can explain the relationship between two or more concepts or

variables.

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2. Hypothesis / Research Questions

A predictive statement of a relationship between two or more variable, which may then be tested through research

TYPES OF HYPOTHESIS

1. Null Hypothesis Ho

2. Alternative Hypothesis H1

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4. Devise Measure of ConceptsConcept:

Abstract realities or generalized ideas about objects, attributes, occurrence or

processes, that can not be measured directly. Concepts are the building blocks of theory.

Examples level of motivation

Variable

Empirical realities that may have varied (different) values that can be measured directly is called variables

Example: Gender (male or female)Temperature ( 98o , 95o , 100o ) etc

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Operationalization is the process of defining a concept so that it becomes measurable variable, which is achieved by looking at behavioral dimensions and categorizing them into observable and measurable elements.

Operationalization

Cont…..

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Cont…..

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Gender1. Male2. Female

Motivation1. Highly Motivated2. Moderately Motivated3. Less Motivated

Temperature1. 97 C2. 98 C3. 99 C

Time1. 10 seconds

Means 10 seconds more than 0

ooo

Cont…..

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Binary Response formats

Numerical Response formats

Verbal formats

Bipolar numerical formats

Frequency formats

Response formats for scalesMy job is usually interesting enough to keep me from getting bored

• agree• disagree

My job is usually interesting enough to keep me for getting bored5 4 3 2 1

May job is usually interesting enough to keep me from getting boredStrongly agree__ agree__ undecided__ disagree___ strongly disagree__

I love my job 5 4 3 2 1I hate my job

My job is usually interesting enough to keep me from getting bored• All of the time ____ • often _____ • fairly often ____ • occasionally ___ • none of the time ____

Cont…..

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Face Validity

(Validity where measure apparently reflects the content of the concept in

question)

Predictive

(Researcher employs the criterion whereby a new scale predicts a future

event)

Validity(Are we Measuring the

Right thing)

Convergent

(A test has convergent validity if it has a high correlation with another test that measures the same construct)

Concurrent

(Researcher employs the criterion whereby a new scale measures a

current event)

Validity Cont…..

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Reliability

(Accuracy in

Measurement)

Test-retest reliability

Inter-item consistency

Split- half reliability

Parallel-form reliability

Cont…..Reliability

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· Populationthe universe of units(nations, cities, regions, firms, students

employees etc.) from which the sample is to be selected. · Sample

the segment of the population that is selected for the investigation. It is a subset of the population. The method of selection may be based on a probability or a non-probability approach (see below).

· Sampling framethe listing of all the units in the population from which the

sample will be selected.· Representative Sample

a sample that reflects the population accurately so that it is a microcosm of the population.

· Sampling errorthe difference between a sample and the population from

which it is selected, even though a probability sample has been selected.

5.Selecting Research respondents

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Sampling

Sampling Technique

Probability

Non-Probability

Simple random sample

Systematic sample

Stratified random sample

Convenience sampling

Snowball sampling

Quota sampling

5.Cont…..

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Methods of Data CollectionSurveys

Survey is a quantitative research strategy that involves the structured collection of data from a pre-determined sample. It involves following methods

1.Structured interview2.Structured Observation3.Questionnaire

Survey

QuestionnaireStructured Interview

On-line questionnaires

Postal questionnaires

Self administered questionnairesTelephone

InterviewsFace to face

interview

Structured Observation

Participant Observation

Non -Participant Observation

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Mystery shopping is a popular technique used in consumer research that involves sending people (mystery shoppers) into a shop to buy products with the intention to evaluate the effectiveness of retail staff. After the interaction, the shoppers typically fill out rating sheet detailing the nature of the interaction and service they receive. It’s a type of field stimulation.

Mystery Shopping

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