quantitative research vs qualitative research

8/12/2019 Quantitative Research vs Qualitative Research

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Difference betweenQualitative And Quantitativeresearch methods.


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QUALITATIVE RESEARCHMETHOD.

Qualitative research is a method of inquiry employed inmany different academic disciplines, traditionally in thesocial sciences, but also in market research and furthercontexts.

Qualitative researchers aim to gather an in-depthunderstanding of :

human behaviour and the reasons that govern such behaviour.

The qualitative method investigates the why and how ofdecision making, not just what, where, when. Hence, smaller

but focused samples are more often used than large sample


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The qualitative method investigates the- why

- how of decision making,not just what, where, when.


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QUANTITATIVE RESEARCH


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Video Aid:

https://www.youtube.com/watch?v=ddx9PshVWXI.


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WHEN TO USE WHICH ?


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SCOPE OF QUALITATIVERESEARCH :

Qualitative research is by definition exploratory, andit is used when we dont know what to expect, todefine the problem or develop an approach to theproblem.

Its also used to go deeper into issues of interest and

explore nuances related to the problem at hand.


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NATURE OF QUALITATIVERESEARCH :

Experiential understanding.

Generalizations .

Emphasis on interpretation.

Recognition of risks.


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STEPS IN QUALITATIVE

RESEARCH :1. Decide on a question you want to study.

2. Do a background literature review.

3. Choose a qualitative research methodology you want to use.

4. Collect your data.

5. Analyze your data.


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QUALITATIVE RESEARCHMETHODOLOGIES

The various types are summarised below:

Market Research Depth Interviews a single respondent is interviewed based on various themes and topics (can beconducted either face to face or via the phone).

Market Research Paired Depths the same as a depth interview but there are two respondents. Particularly usefulwhen ideas need to be 'bounced off' one another.

Triads conducted with three respondents.


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Market Research Mini-Groups contain 4-5 respondents.

Focus Groups or Group Discussions

normally contain 8 respondents. With groups you benefitfrom the interaction between the different personalities.

Market Research Observation observing a respondent in their 'natural' environment.

Workshops to elicit new ideas and to evaluate ideas


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SCOPE OF QUANTITATIVERESEARCH:

Quantitative research is conclusive in itspurpose as it tries to quantify the problem and

understand how prevalent it is by looking forprojectable results to a larger population.

Here we collect data through surveys (online,phone, paper), audits, points of purchase(purchase transactions), and click-streams.


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Common data collection methods used inqualitative research are focus groups,triads, dyads, in-depth interviews,

uninterrupted observation, bulletinboards, and ethnographicparticipation/observation.


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NATURE OF QUANTITATIVERESEARCH :

Linear series of steps moving from theory toconclusion.Establishing the reliability and validity ofmeasurements .It has been subjected to many criticisms byqualitative researchers.

STEPS IN QUANTITATIVE


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STEPS IN QUANTITATIVERESEARCH :

The main steps in quantitative research :


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QUANTITATIVE RESEARCHMETHODOLOGIES :

The various types of are summarised below:

Face-to-Face Interviewing either in the street or, for more complex projects, in people's homes.

Telephone Interviewing a quick and cost effective way of achieving data.

Postal and Self-Completion Market Research cheap but takes a relatively long time to collect data.

Omnibus Market Research Surveys useful when only a few questions need to be asked. Questions areattached to other larger surveys. Data is obtained at a low cost


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DIFFERENCES :

Qualitative Primarily exploratory

research.

Help understanding ofunderlying reasons,opinions.

Uncovers trends in thoughtsand opinions.

Quantitative Secondary exploratory

research .

It is used to quantify theproblem by way ofgenerating numerical dataor data that can betransformed into useablestatistics.


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Cont.. Uses unstructured and

semi--structuredtechniques.

Some common methodsinclude focus groups (groupdiscussions), individualinterviews, andparticipation/observations .

Quantitative data collectionmethods are much morestructured than Qualitativedata collection method.

Quantitative data collectionmethods include variousforms of surveys onlinesurveys, papersurveys, mobile surveys ,face-to-face and telephoneinterviews, websiteinterceptors, online polls,and systematic observations


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The sample size istypically small, andrespondents are

selected to fulfil a givenquota .

It generalizes resultsfrom a larger samplepopulation.


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Case study : QUALITATIVERESEARCH

DJS Research Ltd have vast experience in conductingqualitative market research and are able to adopt thefull range of qualitative methodologies, including :

Focus groups or group discussions/mini groups Depth interviews Observation Telephone depth interviews Online group discussions Accompanied surfs/web enabled groups


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Cont..

All qualitative research is carried out by ourown senior team of researchers (see peoplefor our profiles).

If you are unfamiliar with qualitative marketresearch we have outlined some backgroundinformation below...
http://www.djsresearch.co.uk/about/peoplehttp://www.djsresearch.co.uk/about/people


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Qualitative research aims to provide anunderstanding of how or why things are asthey are.

For example, a Market Researcher may ask agroup of mobile phone users to explain howthey chose their tariff product and why they

chose that one. This discussion may coverhow they use their phone, how they getinformation on mobile phone tariffs, how theyselect a supplier and other things besides.


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Unlike quantitative research there is no fixed set ofquestions but, instead, a topic guide (or discussionguide) is used to explore various issues in depth.

In qualitative research the discussion between theinterviewer (or moderator) and the respondent islargely determined by the respondents ownthoughts and feelings.

The interview tends to be longer than a quantitative

interview and fewer interviews are conducted.


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There are various types of qualitative researchmethodologies:-

Research of this sort is mostly done face to face. Oneof the best known techniques is the market researchfocus group discussion.

These are usually made up of 6 to 8 targetedrespondents, a research moderator whose role is to askthe required questions, draw out answers, andencourage discussion, and an observation area usuallybehind one way mirrors, and video and/or audio tapingfacilities.

A series of market research focus groups are usually

conducted together - often around 4-6 per project.


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In addition, qualitative market research canalso be conducted on a 'one on one' basis:-

i.e. an in-depth market research interviewwith a trained executive interviewer and onerespondent, a paired depth (tworespondents), a triad (three respondents) or a

mini group discussion (4-5 respondents).


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AN ACTUAL PRACTICALINCIDENT.

Xyz firm recently completed a qualitativeresearch study for a company looking to launch a new

colour version of its handheld computing device.

Our client's objectives were to evaluate end userpreference for colors, customer willingness to pay a

premium for their preferred color, and customerreaction to transparent flip cover overlays.

The study called for a series of four focus groups in two

major cities.


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A total of 39 qualified respondents participated inthe focus groups. Each respondent examined andtested the device, then offered their personal

opinions, preferences and attitudes about price,aesthetics and functionality.

After careful analysis of the viewpoints

expressed, our client was able to optimize thelook, feel and price point of the device. This typeof intuitive, highly subjective personal input canonly be obtained through qualitative research.


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CASE STUDY: QUANTITATIVERESEARCH

a firm recently completed a quantitativeresearch study for a majortelecommunications company.

client's objective was to define their telecomstrategy of bundling local, long distance, cable,and wireless services for the next decade.

In order to make prudent, actionablerecommendations, a large sample ofcustomers would have to be surveyed-aperfect condition for a quantitative research

study.


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The firm conducted over 1,800 telephonesurveys with small business and residentialcustomers, followed by a conjoint survey withnearly 600 respondents. The successfulimplementation of quantitative research gaveour client the sound, projectable data

necessary to define their long-term telecomstrategy


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AN ACTUAL PRACTICALINCIDENT

1. Question: How many calories do Americansconsume per day?

Variable: Daily calorific intakeGroup: Americans

2 .Question: How often do Britishuniversity students useFacebook each week?

Variable : Weekly Facebook usageGroup : British university students.


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quantitative research vs qualitative research

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