Qualitative Quantitative Research (1)

8/18/2019 Qualitative Quantitative Research (1)

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Qualitative and

QuantitativeResearch


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LEARNING OUTCOMESLEARNING OUTCOMES

1. List and understand the diferences betweenqualitative research and quantitative research

2. Understand the role o qualitative research in

exploratory research designs3. Describe the basic qualitative research

orientations

. !repare a ocus group interview outline

". #ecogni$e co%%on qualitative research toolsand &now the advantages and li%itations otheir use


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Flowchart of the

Business

Researchrocess

'ote( Dia%ond)shaped boxes indicate stages in the research process in which a choice o one or%ore techniques %ust be %ade. *he dotted l ine indicates an alternative path that s&ipsexploratory research.


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+hat is ,ualitative#esearch-

• ,ualitative business research – #esearch that addresses business obectives

through techniques that allow the researcher toprovide elaborate interpretations o pheno%ena

without depending on nu%erical %easure%ent• /ts ocus is on discovering true inner %eanings and

new insights.

• #esearcher)dependent

– #esearcher %ust extract %eaning ro%unstructured responses such as text ro% arecorded interview or a collage representing the%eaning o so%e experience.


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Uses o ,ualitative #esearch

• ,ualitative research is useul when( – /t is di0cult to develop specic and actionable

decision state%ents or research obectives.

– *he research obective is to develop a detailed

and in)depth understanding o so%e pheno%ena. – *he research obective is to learn how a

pheno%enon occurs in its natural setting or tolearn how to express so%e concept in colloquialter%s.

– *he behavior the researcher is studying isparticularly context)dependent.

– resh approach to studying the proble% isneeded.


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,ualitative versus4,uantitative #esearch

• ,uantitative business research – Descriptive and conclusive

• ddresses research obectives through e%piricalassess%ents that involve nu%erical %easure%ent

and statistical analysis.

• ,ualitative business research – 5xploratory

• Uses s%all versus large sa%ples• s&s a broad range o questions versus structured

questions

• 6ubective interpretation versus statistical analysis

7 i , li i d


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7o%paring ,ualitative and,uantitative #esearch


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7ontrasting 5xploratory and7onr%atory #esearch

• ,ualitative data

– Data that are not characteri$ed by nu%bersbut rather are textual8 visual8 or oral.

• 9ocus is on stories8 visual portrayals8 %eaningulcharacteri$ations8 interpretations8 and otherexpressive descriptions.

• ,uantitative data

– #epresent pheno%ena by assigningnu%bers in an ordered and %eaningul way.

i t 7 ti


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DESCRIPTIVE

RESEARCH

EXPLORATORY

RESEARCH

CAUSAL

RESEARCH

ppropriate 7onguration othe *hree :ethods in

research


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5xploratory #esearch

• !"#ective( *o provide insights andunderstanding

• $haracteristics( /nor%ation neededis dened loosely. #esearch process is;exible and unstructured. 6a%ple iss%all.

• Findings( *entative• !utcome(


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Descriptive #esearch

• !"#ective( *o describe %ar&etcharacteristics

• $haracteristics( /nor%ationneeded is largely dened.#esearch process is or%al and

structured. 6a%ple is large.• Findings( 7onclusive

• !utcome( 9indings are used as

input o decision %a&ing


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7ausal #esearch

• !"#ective( Deter%ine cause andefect relationship.

• $haracteristics( /nor%ationneeded is clearly dened. #esearchprocess is or%al and structured.6a%ple is large.

• Findings( 7onclusive

• !utcome( 9indings are used as

input o decision %a&ing


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,ualitative #esearch=rientations

• :aor =rientations o ,ualitative#esearch

1. !heno%enology>originating in philosophy

and psychology

2. 5thnography>originating in anthropology

3. originating in sociology

. 7ase studies>originating in psychologyand in business research


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+hat /s a !heno%enologicalpproach to #esearch-

• !heno%enology – philosophical approach to studying

hu%an experiences based on the idea

that hu%an experience itsel isinherently subective and deter%ined bythe context in which people live.

– 6ee&s to describe8 re;ect upon8 and

interpret experiences. – #elies on conversational interview tools

and respondents are as&ed to tell a storyabout so%e experience.


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+hat /s ?er%eneutics-

• ?er%eneutics

– n approach to understandingpheno%enology that relies on analysis o

texts through which a person tells a storyabout hi%) or hersel.

• ?er%eneutic Unit

– text passage ro% a respondent@s storythat is lin&ed with a &ey the%e ro% withinthe respondent@s story or provided by theresearcher.


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+hat /s 5thnography-

• 5thnography

– #epresents ways o studying culturesthrough %ethods that involve beco%ing

highly active within that culture.• !articipant)observation

– n ethnographic research approach where

the researcher beco%es i%%ersed withinthe culture that he or she is studying anddraws data ro% his or her observations.


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Aideo 7lip on 5thnography

%hat &eo&le are reall' doing *his is a 2B)%inute docu%entary8 createdby //* /nstitute o Design students8 which

introduces so%e &ey concepts andapproaches or efective user observation.

http(CCblog.usabilla.co%Ctop)ethnographic)research)videosC

http://blog.usabilla.com/top-ethnographic-research-videos/http://blog.usabilla.com/top-ethnographic-research-videos/http://blog.usabilla.com/top-ethnographic-research-videos/http://blog.usabilla.com/top-ethnographic-research-videos/


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+hat /s


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+hat re 7ase 6tudies-

• 7ase 6tudies

– *he docu%ented history o a particularperson8 group8 organi$ation8 or event.

• *he%es

– re identied by the requency withwhich the sa%e ter% Eor a synony%F

arises in the narrative description.

7o%%on ,ualitative #esearch


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7o%%on ,ualitative #esearch *ools


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9ocus


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9ocus


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*he 9ocus


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9ocus


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!lanning a 9ocus


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Discussion


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9ocus


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Aideoconerencing

• Aideoconerencing

– :anagers can watch on televisionrather than having to ta&e a trip to a

ocus group acility.


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/nteractive :edia and =nline9ocus


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=nline Aersus 9ace)to)ace9ocus


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Disadvantages o 9ocus


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Depth /nterviews

• Depth interview – one)on)one interview between a proessional

researcher and a research respondentconducted about so%e relevant business or

social topic.• Laddering

– particular approach to probing as&ingrespondents to co%pare diferences betweenbrands at diferent levels.

– !roduces distinctions at the(• attribute level• benet level• value or %otivation level


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7onversations

• 7onversations – n inor%al qualitative data)gathering approach

in which the researcher engages a respondentin a discussion o the relevant subect %atter.

• 6e%i)structured interviews – +ritten or% and as& respondents or short

essay responses to specic open)endedquestions.

– dvantages

• n ability to address %ore specic issues• #esponses are easier to interpret• +ithout the presence o an interviewer8 se%i)

structured interviews can be relatively cost efective


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6ocial 'etwor&ing

• =ne o the %ost i%pactul trends in recentti%es. – 9or %any8 social networ&ing sites have beco%e

the pri%ary tool or co%%unicating with riendsboth ar and near and &nown and un&nown.

• :y6pace

• 6econd Lie

• Jebo

• large portion o this inor%ation discusses

business and consu%er)related inor%ation. – 7o%panies %onitor these sites or inor%ation

related to their brands.


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9ree)ssociation and 6entence7o%pletion :ethods

• 9ree)association techniques – #ecord a respondent@s rst cognitive

reactions Etop)o)%indF to so%e sti%ulus.

– llow researchers to %ap a respondent@sthoughts or %e%ory.

• 6entence co%pletion – People who drink beer are

– A man who drinks light beer is – Imported beer is most liked by

– The woman drinking beer in the commercial


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=ther *echniques

• =bservation – 9ield notes

• *he researcher@s descriptions o what actuallyhappens in the eld.

• *hese notes then beco%e the text ro% which%eaning is extracted.

– dvantageous or gaining insight into thingsthat respondents cannot or will not verbali$e.

• 7ollages – #espondents prepare a collage to represent

their experiences. – naly$ed or %eaning.


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=ther *echniques Econt@dF

• !roective #esearch *echniques

– n indirect %eans o questioningenabling respondents to proect belies

and eelings onto a third party8 aninani%ate obect8 or a tas& situation.

– !articularly useul in studying sensitiveissues.


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=ther *echniques Econt@dF

• *he%atic pperception *est E**F

– !resents subects with an a%biguouspictureEsF in which consu%ers and

products are the center o attention. – /nvestigator as&s the subect to tell what

is happening in the pictureEsF now andwhat %ight happen next.


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EXHIBIT 7.5 An Example of a ** !icture


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5xploratory #esearch in6cience and in !ractice

• :isuses o exploratory and qualitativeresearch – /nterpretation

• ,ualitative research cannot draw conclusivereerences.

– #eplicability• +hen the sa%e conclusion is reached based

on another researcher@s interpretation. – :otivational research4 era• !roduced so%e interesting and bi$arre

reasons or consu%er@s behavior


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Iarriers to 6cientic Decisions

motionmotion

imeime Mone'Mone'

BusinessBusinessDecisionsDecisions


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LEARNING OUTCOMESLEARNING OUTCOMES

1. Discuss the advantages and disadvantages osecondary data

2. Dene types o secondary data analysis

conducted by business research %anagers3. /dentiy various internal and proprietary sources

o secondary data

.


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6econdary Data #esearch• 6econdary Data

– Data gathered and recorded byso%eone else prior to and or a purposeother than the current proect.

K dvantagesdvantages vailablevailable

9aster and less9aster and less

expensive thanexpensive than

acquiring pri%ary dataacquiring pri%ary data

#equires no access to#equires no access tosubectssubects

/nexpensive>/nexpensive>

govern%ent data isgovern%ent data is

oten reeoten ree

:ay provide:ay provide

K DisadvantagesDisadvantages Uncertain accuracyUncertain accuracy

Data not consistent withData not consistent with

needsneeds

/nappropriate units o/nappropriate units o

%easure%ent%easure%ent

*i%e period *i%e period

inappropriate EoutdatedFinappropriate EoutdatedF


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Is it possible to go to the

original data source?

5valuating 6econdary Data

6 d D t # h


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6econdary Data #esearchEcont@dF

• Data conversion

– *he process o changing the original or%o the data to a or%at suitable to achieve

the research obective• lso called data transor%ation

• 7ross)chec&s

– *he co%parison o data ro% one sourcewith data ro% another source todeter%ine the si%ilarity o independentproects.

v


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vor 6econdary)Data

6tudies

*ypical =bectives or


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*ypical =bectives or6econdary)Data #esearch

Designs• 9act 9inding – /dentication o consu%er behavior or a

product category

– *rend nalysis• :ar&et trac&ing>the observation and analysis

o trends in industry volu%e and brand shareover ti%e.

– 5nviron%ental 6canning• /nor%ation gathering and act)nding that is

designed to detect indications o environ%entalchanges in their initial stages o develop%ent.


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:odel Iuilding

Anal'sis of radeAnal'sis of rade

Areas and SitesAreas and Sites

stimatingstimating

Mar*et otentialMar*et otentialForecastingForecasting

SalesSales

ModelModelBuildingBuilding

7lassication o secondary


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7lassication o secondarydata

• /nternal data E7o%pany databaseF

– /dentication E'a%e8 address8 telephoneF

–De%ographic data E6ex8 age8 inco%e8occupation etc.F

–:onthly purchase and other internal ino.

• 5xternal data Epublished sourcesF –=nline and internet database

–!rinted %aterial


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:ar&et !otential or Ieer in 9our 7ountries


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6ales 9orecast Using 6econdary Data and :oving verages


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6econdary Data or 7alculating an /ndex o #etail 6aturation


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Data :ining

• Data :ining

– *he use o powerul co%puters to digthrough volu%es o data to discover

patterns about an organi$ation@s custo%ersand products applies to %any diferentor%s o analysis.

• 'eural 'etwor&

– or% o articial intelligence in which aco%puter is progra%%ed to %i%ic the waythat hu%an brains process inor%ation.


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Data :ining Econt@dF

• :ar&et)Ias&et nalysis

– or% o data %ining that analy$esanony%ous point)o)sale transaction

databases to identiy coinciding purchasesor relationships between products purchasedand other retail shopping inor%ation.

• 7usto%er Discovery

– /nvolves %ining data to loo& or patternsidentiying who is li&ely to be a valuablecusto%er.

Database :ar&eting and


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Database :ar&eting and7usto%er #elationship

:anage%ent• Database :ar&eting – *he use o custo%er relationship %anage%ent

E7#:F databases to pro%ote one)to)onerelationships with custo%ers and create

precisely targeted pro%otions.

– *he practice o %aintaining a custo%er databaseo(

• 'a%es and addresses

• !ast purchases

• #esponses to past eforts

• Data ro% nu%erous other outside sources

6ources o /nternal


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6ources o /nternal6econdary Data

• /nternal and !roprietary Data

– ccounting inor%ation

– 6ales inor%ation and bac&orders – 7usto%er co%plaints8 service records8

warranty card returns8 and other

records. – /ntranets

5xternal 6econdary Data


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5xternal 6econdary Data6ources

• 5xternal Data –


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7o%%ercial 6ources

• :ar&et)share data

• De%ographic and census updates

• 7onsu%er attitude and public opinionresearch

• 7onsu%ption and purchase behaviordata

• dvertising research

6ingle 6ource and


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6ingle)6ource and


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5xa%ples o 6ingle 6ourceDatabases


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Qualitative Quantitative Research (1)