Research Design :Research Design :Data Collection Methods – Data Collection Methods –

Qualitative & Quantitative ResearchQualitative & Quantitative Researchpart 1part 1

Research Design :Research Design :Data Collection Methods – Data Collection Methods –

Qualitative & Quantitative ResearchQualitative & Quantitative Researchpart 1part 1

MBA2216 BUSINESS RESEARCH PROJECTMBA2216 BUSINESS RESEARCH PROJECT

byStephen Ong

Visiting Fellow, Birmingham City University, UKVisiting Professor, Shenzhen University

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Design in the Research ProcessDesign in the Research Process

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LEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMES

1. List and understand the differences between qualitative research and quantitative research

2. Understand the role of qualitative research in exploratory research designs

3. Describe the basic qualitative research orientations

4. Recognize common qualitative research tools and know the advantages and limitations of their use

5. Know the risks associated with acting on only exploratory results

After the lecture, you should be able to

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LEARNING OUTCOMES (cont’d)LEARNING OUTCOMES (cont’d)LEARNING OUTCOMES (cont’d)LEARNING OUTCOMES (cont’d)

6. Discuss the advantages and disadvantages of secondary data

7. Define types of secondary data analysis conducted by business research managers

8. Identify various internal and proprietary sources of secondary data

9. Give examples of various external sources of secondary data

After the lecture, you should be able to

Figure 5.1 The research onionSource: © Mark Saunders, Philip Lewis and Adrian Thornhill (2008), reproduced with permission

What is Qualitative Research?What is Qualitative Research? Qualitative business research

Research that addresses business objectives Research that addresses business objectives through techniques that allow the researcher through techniques that allow the researcher to provide elaborate interpretations of to provide elaborate interpretations of phenomena without depending on numerical phenomena without depending on numerical measurementmeasurement

Its focus is on discovering true inner meanings and Its focus is on discovering true inner meanings and new insights. new insights.

Researcher-dependentResearcher-dependent Researcher must extract meaning from Researcher must extract meaning from

unstructured responses such as text from a unstructured responses such as text from a recorded interview or a collage representing recorded interview or a collage representing the meaning of some experience.the meaning of some experience.

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Uses of Qualitative ResearchUses of Qualitative Research Qualitative research is useful when:Qualitative research is useful when:

It is difficult to develop specific and actionable It is difficult to develop specific and actionable decision statements or research objectives.decision statements or research objectives.

The research objective is to develop a detailed The research objective is to develop a detailed and in-depth understanding of some phenomena.and in-depth understanding of some phenomena.

The research objective is to learn how a The research objective is to learn how a phenomenon occurs in its natural setting or to phenomenon occurs in its natural setting or to learn how to express some concept in colloquial learn how to express some concept in colloquial terms.terms.

The behaviour the researcher is studying is The behaviour the researcher is studying is particularly context-dependent.particularly context-dependent.

A fresh approach to studying the problem is A fresh approach to studying the problem is needed.needed.

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Qualitative “versus” Quantitative Qualitative “versus” Quantitative ResearchResearch

Quantitative business research Descriptive and conclusive

Addresses research objectives through empirical assessments that involve numerical measurement and statistical analysis.

Qualitative business research Exploratory

Uses small versus large samples Asks a broad range of questions versus

structured questions Subjective interpretation versus statistical

analysis

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EXHIBIT 7.EXHIBIT 7.11 Comparing Qualitative and Quantitative ResearchComparing Qualitative and Quantitative Research

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Contrasting Exploratory and Contrasting Exploratory and Confirmatory ResearchConfirmatory Research

Qualitative data Data that are not characterized by

numbers but rather are textual, visual, or oral.

Focus is on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions.

Quantitative data Represent phenomena by assigning

numbers in an ordered and meaningful way.

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Qualitative Research OrientationsQualitative Research Orientations

Major Major OrientationsOrientations of Qualitative of Qualitative ResearchResearch1.1. Phenomenology—originating in Phenomenology—originating in

philosophy and psychologyphilosophy and psychology2.2. Ethnography—originating in Ethnography—originating in

anthropologyanthropology3.3. Grounded theory—originating in Grounded theory—originating in

sociologysociology4.4. Case studies—originating in Case studies—originating in

psychology and in business researchpsychology and in business research

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What Is a Phenomenological What Is a Phenomenological Approach to Research?Approach to Research?

PhenomenologyPhenomenology A philosophical approach to studying human A philosophical approach to studying human

experiences based on the idea that human experiences based on the idea that human experience itself is inherently subjective and experience itself is inherently subjective and determined by the context in which people determined by the context in which people live.live.

Seeks to describe, reflect upon, and interpret Seeks to describe, reflect upon, and interpret experiences.experiences.

Relies on conversational interview tools and Relies on conversational interview tools and respondents are asked to tell a story about respondents are asked to tell a story about some experience.some experience.

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What Is Ethnography?What Is Ethnography? EthnographyEthnography

Represents ways of studying cultures Represents ways of studying cultures through methods that involve through methods that involve becoming highly active within that becoming highly active within that culture.culture.

Participant-observationParticipant-observation An ethnographic research approach An ethnographic research approach

where the researcher becomes where the researcher becomes immersed within the culture that he or immersed within the culture that he or she is studying and draws data from she is studying and draws data from his or her observations.his or her observations.

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What Is Grounded Theory?What Is Grounded Theory? Grounded TheoryGrounded Theory

Represents an inductive investigation in Represents an inductive investigation in which the researcher poses questions which the researcher poses questions about information provided by about information provided by respondents or taken from historical respondents or taken from historical records.records. The researcher asks the questions to him or The researcher asks the questions to him or

herself and repeatedly questions the herself and repeatedly questions the responses to derive deeper explanations.responses to derive deeper explanations.

Key questions:Key questions: What is happening here?What is happening here? How is it different?How is it different?

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What Are Case Studies?What Are Case Studies?

Case StudiesCase Studies The documented history of a The documented history of a

particular person, group, particular person, group, organization, or event.organization, or event.

ThemesThemes Are identified by the frequency with Are identified by the frequency with

which the same term (or a synonym) which the same term (or a synonym) arises in the narrative description.arises in the narrative description.

Figure 5.2 The action research spiralSource: © Saunders et al. (2009), reproduced with permission

COMMON TECHNIQUES USED COMMON TECHNIQUES USED IN QUALITATIVE RESEARCH IN QUALITATIVE RESEARCH

Some common techniques used in qualitative research are: Focus Group Interview Depth Interviews Conversations Free-Association and Sentence Completion

Methods Observation Collages Projective Research Techniques Thematic Apperception Test (TAT) 7–17

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EXHIBIT 7.2EXHIBIT 7.2 Common Qualitative Research ToolsCommon Qualitative Research Tools

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Focus Group InterviewFocus Group InterviewAn unstructured, free-flowing interview with a

small group (6-10 people) led by a moderator who encourages dialogue among respondents.

Advantages:1. Relatively fast2. Easy to execute3. Allow respondents to piggyback off each other’s

ideas – one respondent stimulates thought among the others.

4. Provide multiple perspectives5. Flexibility to allow more detailed descriptions6. High degree of scrutiny – session can be observed

since they are usually conducted in a room with a two-way mirror and are generally tape recorded or videotaped for later examination.

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Focus Group Interview - Focus Group Interview - Focus Group RespondentsFocus Group Respondents

Group Composition 6 to 10 people Relatively

homogeneous Similar lifestyles and

experiences

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Focus Group Interview - The Focus Group Moderator

Moderator A person who leads a focus group interview

and insures that everyone gets a chance to speak and contribute to the discussion.

Qualities of a good moderator: Develops rapport with the group Good listener Tries not to interject his or her own opinions Controls discussion without being overbearing

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Focus Group Interview - Focus Group Interview - Planning a Focus Group OutlinePlanning a Focus Group Outline Discussion guideDiscussion guide

Includes written introductory Includes written introductory comments informing the group comments informing the group about the focus group purpose and about the focus group purpose and rules and then outlines topics or rules and then outlines topics or questions to be addressed in the questions to be addressed in the group session.group session.

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EXHIBIT 7.3EXHIBIT 7.3 Discussion Guide for a Focus Group InterviewDiscussion Guide for a Focus Group Interview

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Disadvantages of Focus Disadvantages of Focus GroupsGroups

Focus groups: Require objective, sensitive, and effective

moderators.

May have unique sampling problems.

May not be useful for discussing sensitive topics in face-to-face situations.

Cost a considerable amount of money, particularly when they are not conducted by someone employed by the company desiring the focus group.

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Depth InterviewsDepth Interviews Depth interviewDepth interview

A one-on-one interview between a A one-on-one interview between a professional researcher and a research professional researcher and a research respondent conducted about some relevant respondent conducted about some relevant business or social topic.business or social topic.

LadderingLaddering A particular approach to probing asking A particular approach to probing asking

respondents to compare differences between respondents to compare differences between brands at different levels.brands at different levels.

Produces distinctions at the:Produces distinctions at the: attribute levelattribute level benefit levelbenefit level value or motivation levelvalue or motivation level

ConversationsConversations Conversations

An informal qualitative data-gathering approach in which the researcher engages a respondent in a discussion of the relevant subject matter.

Semi-structured interviews Written form and ask respondents for short

essay responses to specific open-ended questions.

Advantages An ability to address more specific issues Responses are easier to interpret Without the presence of an interviewer, semi-

structured interviews can be relatively cost effective

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Conversations - Social Conversations - Social NetworkingNetworking

One of the most impactful trends in recent times. For many, social networking sites have become

the primary tool for communicating with friends both far and near and known and unknown.

MySpace Second Life Zebo

A large portion of this information discusses business and consumer-related information. Companies monitor these sites for information

related to their brands.

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Free-Association and Sentence Free-Association and Sentence Completion MethodsCompletion Methods

Free-association techniquesFree-association techniques Record a respondent’s first cognitive reactions Record a respondent’s first cognitive reactions

(top-of-mind) to some stimulus.(top-of-mind) to some stimulus. Allow researchers to map a respondent’s Allow researchers to map a respondent’s

thoughts or memory.thoughts or memory. E.g. what is the No. 1 shampoo brand?E.g. what is the No. 1 shampoo brand?

Sentence completionSentence completion People who drink beer are People who drink beer are A man who drinks light beer is A man who drinks light beer is Imported beer is most liked by Imported beer is most liked by The woman drinking beer in the commercial The woman drinking beer in the commercial

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Other TechniquesOther Techniques ObservationObservation

Field notesField notes The researcher’s descriptions of what actually The researcher’s descriptions of what actually

happens in the field.happens in the field. These notes then become the text from which These notes then become the text from which

meaning is extracted.meaning is extracted.

Advantageous for gaining insight into things Advantageous for gaining insight into things that respondents cannot or will not verbalize.that respondents cannot or will not verbalize.

CollagesCollages Respondents prepare a collage to represent Respondents prepare a collage to represent

their experiences.their experiences. Analyzed for meaning.Analyzed for meaning.

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Other Techniques (cont’d)Other Techniques (cont’d) Projective Research TechniquesProjective Research Techniques

An indirect means of questioning An indirect means of questioning enabling respondents to project enabling respondents to project beliefs and feelings onto a third beliefs and feelings onto a third party, an inanimate object, or a task party, an inanimate object, or a task situation.situation.

Particularly useful in studying Particularly useful in studying sensitive issues.sensitive issues.

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Other Techniques (cont’d)Other Techniques (cont’d)

Thematic Apperception Test (TAT)Thematic Apperception Test (TAT) Presents subjects with an Presents subjects with an

ambiguous picture(s) in which ambiguous picture(s) in which consumers and products are the consumers and products are the center of attention.center of attention.

Investigator asks the subject to Investigator asks the subject to tell what is happening in the tell what is happening in the picture(s) now and what might picture(s) now and what might happen next.happen next.

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An Example of a TAT PictureAn Example of a TAT Picture

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Secondary Data ResearchSecondary Data Research Secondary DataSecondary Data

Data gathered and recorded by someone Data gathered and recorded by someone else prior to and for a purpose other than else prior to and for a purpose other than the current project.the current project.

•AdvantagesAdvantagesAvailableAvailableFaster and less expensive Faster and less expensive

than acquiring primary than acquiring primary datadata

Requires no access to Requires no access to subjectssubjects

Inexpensive—government Inexpensive—government data is often freedata is often free

May provide information May provide information otherwise not accessibleotherwise not accessible

•DisadvantagesDisadvantagesUncertain Uncertain

accuracyaccuracyData not Data not

consistent with consistent with needsneeds

Inappropriate Inappropriate units of units of measurementmeasurement

Time period Time period inappropriate inappropriate (outdated)(outdated)

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Is it possible to go to the original data

source?

Evaluating Secondary DataEvaluating Secondary Data

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Secondary Data Research…Secondary Data Research…

Data conversionData conversion The process of changing the original The process of changing the original

form of the data to a format suitable form of the data to a format suitable to achieve the research objectiveto achieve the research objective Also called data transformationAlso called data transformation

Cross-checksCross-checks The comparison of data from one The comparison of data from one

source with data from another source source with data from another source to determine the similarity of to determine the similarity of independent projects.independent projects.

Common Research Objectives Common Research Objectives for Secondary-Data Studiesfor Secondary-Data Studies

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Typical Objectives for Secondary-Typical Objectives for Secondary-Data Research DesignsData Research Designs

Fact FindingFact FindingIdentification of consumer behaviour for a Identification of consumer behaviour for a

product categoryproduct category Trend AnalysisTrend Analysis

Market trackingMarket tracking—t—the observation and analysis he observation and analysis of trends in industry volume and brand share of trends in industry volume and brand share over time.over time.

Environmental ScanningEnvironmental Scanning Information gathering and fact-finding that is Information gathering and fact-finding that is

designed to detect indications of environmental designed to detect indications of environmental changes in their initial stages of development.changes in their initial stages of development.

Cola’s Share of the Carbonated Soft-Drink MarketCola’s Share of the Carbonated Soft-Drink Market

Source: Theresa Howard, “Coca-Cola Hopes Taking New Path Leads to Success,” USA Today, March 6, 2001, p. 6b. From USA Today a division of Gannett Co., Inc. Reprinted with Permission.

Model BuildingModel Building Model building involves specifying Model building involves specifying

relationships between two or more relationships between two or more variables. variables.

3 common objectives:3 common objectives:Estimating Market Potential Estimating Market Potential

for Geographic Areasfor Geographic AreasForecasting SalesForecasting SalesAnalysis of Trade Areas and Analysis of Trade Areas and

SitesSites 7–39

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Model BuildingModel Building

Analysis of Trade Analysis of Trade Areas and SitesAreas and Sites

Analysis of Trade Analysis of Trade Areas and SitesAreas and Sites

Estimating Estimating Market PotentialMarket Potential

Estimating Estimating Market PotentialMarket Potential

ForecastingForecastingSalesSales

ForecastingForecastingSalesSales

ModelModelBuildiBuildi

ngng

ModelModelBuildiBuildi

ngng

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Data MiningData Mining Data MiningData Mining

The use of powerful computers to dig The use of powerful computers to dig through volumes of data to discover through volumes of data to discover patterns about an organization’s patterns about an organization’s customers and products; applies to customers and products; applies to many different forms of analysis.many different forms of analysis.

Neural NetworkNeural Network A form of artificial intelligence in which a A form of artificial intelligence in which a

computer is programmed to mimic the computer is programmed to mimic the way that human brains process way that human brains process information.information.

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Data Mining (cont’d)Data Mining (cont’d) Market-Basket AnalysisMarket-Basket Analysis

A form of data mining that analyzes A form of data mining that analyzes anonymous point-of-sale transaction anonymous point-of-sale transaction databases to identify coinciding purchases databases to identify coinciding purchases or relationships between products or relationships between products purchased and other retail shopping purchased and other retail shopping information.information.

Customer DiscoveryCustomer Discovery Involves mining data to look for patterns Involves mining data to look for patterns

identifying who is likely to be a valuable identifying who is likely to be a valuable customer.customer.

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Sources of Internal Secondary DataSources of Internal Secondary Data

Internal and Proprietary DataInternal and Proprietary Data

Accounting informationAccounting information

Sales information and Sales information and backordersbackorders

Customer complaints, service Customer complaints, service records, warranty card returns, records, warranty card returns, and other records.and other records.

IntranetsIntranets

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External Secondary Data SourcesExternal Secondary Data Sources External DataExternal Data

Generated or recorded by an entity other than the Generated or recorded by an entity other than the researcher’s organization.researcher’s organization.

Information as a product and its distributionInformation as a product and its distribution LibrariesLibraries InternetInternet VendorsVendors ProducersProducers

Books and periodicalsBooks and periodicals GovernmentGovernment MediaMedia Trade associationsTrade associations Commercial sourcesCommercial sources

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Information Information as a Product as a Product

and Its and Its Distribution Distribution

ChannelsChannels

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Commercial SourcesCommercial Sources Market-share dataMarket-share data Demographic and census Demographic and census

updatesupdates Consumer attitude and public Consumer attitude and public

opinion researchopinion research Consumption and purchase Consumption and purchase

behaviour databehaviour data Advertising researchAdvertising research

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Single-Source and Global Research DataSingle-Source and Global Research Data Single-Source DataSingle-Source Data

Diverse types of data offered by a single Diverse types of data offered by a single company.company.

Usually integrated on the basis of a common Usually integrated on the basis of a common variable (i.e., geographic area or store).variable (i.e., geographic area or store).

Government AgenciesGovernment Agencies Global secondary dataGlobal secondary data

Typical limitations of secondary dataTypical limitations of secondary data Additional pitfallsAdditional pitfalls

Unavailable in some countriesUnavailable in some countries Questionable accuracy (political influences)Questionable accuracy (political influences) Lack of standardized research terminologyLack of standardized research terminology

CIA’s World Factbook; National Trade Data BankCIA’s World Factbook; National Trade Data Bank

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Examples of Single-Source DatabasesExamples of Single-Source Databases

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Research Snapshot: Around the World of DataResearch Snapshot: Around the World of Data

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EXHIBIT 8.10EXHIBIT 8.10 Examples of Information Contained in the NTDBExamples of Information Contained in the NTDB

•Agricultural commodity production and trade

•Basic export information

•Calendars of trade fairs and exhibitions

•Capital markets and export financing

•Country reports on economic and social policies and trade practices

•Energy production, supply, and inventories

•Exchange rates

•Export licensing information

•Guides to doing business in foreign countries

•International trade terms directory

•How-to guides

•International trade regulations/agreements

•International trade agreements

•Labor, employment, and productivity

•Maritime and shipping information

•Market research reports

•Overseas contacts

•Overseas and domestic industry information

•Price indexes

•Small business information

•State exports

•State trade contacts

•Trade opportunities

•U.S. export regulations

•U.S. import and export statistics by country and commodity

•U.S. international transactions

•World Fact Book

•World minerals production

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Exercise : Research Design PlanExercise : Research Design Plan

BlueprintBlueprintBlueprintBlueprint

PlanPlanPlanPlan

GuideGuideGuideGuide

FrameworkFrameworkFrameworkFramework

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What Tools Are Used in Designing What Tools Are Used in Designing Research?Research?

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Example : Example : Project Plan in Project Plan in

Gantt chart formatGantt chart format

What Tools Are Used in What Tools Are Used in Designing Research?Designing Research?

Further ReadingFurther Reading COOPER, D.R. AND SCHINDLER, P.S. (2011)

BUSINESS RESEARCH METHODS, 11TH EDN, MCGRAW HILL

ZIKMUND, W.G., BABIN, B.J., CARR, J.C. AND GRIFFIN, M. (2010) BUSINESS RESEARCH METHODS, 8TH EDN, SOUTH-WESTERN

SAUNDERS, M., LEWIS, P. AND THORNHILL, A. (2012) RESEARCH METHODS FOR BUSINESS STUDENTS, 6TH EDN, PRENTICE HALL.

SAUNDERS, M. AND LEWIS, P. (2012) DOING RESEARCH IN BUSINESS & MANAGEMENT, FT PRENTICE HALL.