quantitative vs qualitative_research
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QUALITATIVE & QUANTITATIVE RESEARCH
Editor: Stephen Murray
OVERALL FRAMEWORK
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
• 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
Agenda
Definition
When to use?
TypesFOCUS GROUPSIN DEPTH INTERVIEWPROJECTIVE TECH.
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 RESEARCHFOCUS GROUPS
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?
Agenda
Definition
When to use?
TypesFOCUS GROUPSIN DEPTH INTERVIEWPROJECTIVE TECH.
Pros&Cons
QUALITATIVE RESEARCHFOCUS GROUPS
QUALITATIVE RESEARCHFOCUS GROUPS
ADVANTAGES DISADVANTAGES
SynergySpontaneitySpeedSecurityFlexibilityInexpensive
RepresentativenessMisjudgement Lack of analysisModerator 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 RESEARCHIN-DEPTH INTERVIEW
Characteristics:• 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
Agenda
Definition
When to use?
TypesFOCUS GROUPSIN DEPTH INTERVIEWPROJECTIVE TECH.
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 RESEARCHIN-DEPTH INTERVIEW
ADVANTAGES DISADVANTAGES
Concentrated issue - maximum probingFree exchange of informationEasier to arrangeBest for intimate, sensitive issuesFlexibility
ExpensiveTime consumingExhausting for InterviewerInterviewer errorsRespondent bias or reliability
QUALITATIVE RESEARCH PROJECTIVE TECHNIQUE
Definition:*• 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
Agenda
Definition
When to use?
TypesFOCUS GROUPSIN DEPTH INTERVIEWPROJECTIVE TECH.
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 TechniquesPicture 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 RESEARCHPROJECTIVE 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 RESEARCHPROJECTIVE TECH.
3. Cartoon Tests
QUALITATIVE MARKETING - PROJECTIVE TECH.
• Hth• Hntfyf• hngfhn
Let’s see if we can pick up some house
wares at Walmart
WALMARTWALMART
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 PersonWay 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 InterpretationA technique whereby respondents are shown a
picture and are asked to tell a story describing it
QUALITATIVE RESEARCH PROJECTIVE TECH.
ADVANTAGES DISADVANTAGES
Elicit responses that subjects would be unwilling to giveUnderlying Motivations, Beliefs, Attitudes
Participation of the respondentsSkills are required to analyse the responsesExpensive
QUALITATIVE RESEARCH
1. Degree of Structure2. Probing of individual
respondents3. Moderator bias4. Interpretation bias5. Uncovering
subconscious information
6. Discovering innovative information
7. Obtaining sensitive information
8. Involve unusual behavior or questioning
9. Overall usefulness
Relatively highLow
Relatively mediumRelatively lowLow
High
Low
No
Highly useful
Relatively mediumHigh
Relatively high Relatively medium Medium to high
Medium
Medium
To a limited extentUseful
Relatively lowMedium
Low to highRelatively highHigh
Low
High
Yes
Somewhat useful
Focus Groups
Depth Interviews
Projective Techniques
Criteria
QUANTITATIVE RESEARCH SURVEY
SURVEY METHOD:
• STRUCTURED QUESTIONNAIRE • GIVEN TO A SAMPLE OF A POPULATION• DESIGNED TO GAIN SPECIFIC INFORMATION
QUANTITATIVE RESEARCH - SURVEY
Traditional Telephone
Computer-Assisted Telephone Interviewing
Mail Interview
Mail Panel
In-Home By appointment
Random Personal Interviewing
E-mail Internet
Survey Methods
Telephone Personal Mail Electronic
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 DISADVANTAGES
Specific research problemClear independent and dependent variableHigh level of reliabilityMinimum personal judgement
Limited outcomes due to structured methodUnability to control the environmentExpensive(large number of respondents)
COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH
CHARACTERISTICS QUALITATIVE QUANTITATIVE
Research Objectives
Discovery of new ideas,insights and feelings
Validation of facts,estimates,
relationships
Type Of Research
Usually exploratory
Descriptive and causal
Type Of Questions
Open-ended,semi-structured,
unstructured, probing
Mostly structured
COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH
contd.CHARACTERISTICS QUALITATIVE QUANTITATIVE
Time Of Execution
Short Time Frames
Usually long time frames
Sample Size Small Large
Type Of Analyses
Subjective, Interpretitive
Statistical,Descriptive,causal
Researcher Skills Psychology, Sociology,CB, Social Psychology
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 Causal (Surveys) (Experimentation)
OVERALL FRAMEWORK
Source: http://www.informedbusinessdecisions.com/RoadMapt400c.jpg