QUALITATIVE & QUANTITATIVE RESEARCH

Presented By:- Guided by:-

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

• 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 spectras or 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 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 RESEARCH PROJECTIVE TECH.

2. Sentence Completion Customers are required to complete

sentences or stories in their own words

• People who are concerned about pharmacology …• When I think of a disease …• I drink a Coca-Cola, usually when .

QUALITATIVE RESEARCHPROJECTIVE TECH.

3. Cartoon Tests

QUALITATIVE RESEARCH PROJECTIVE TECH.

4. Role Playing• Respondents are asked to assume the

behavior of someone else• Useful for emphatic approaches for conflict

resolution

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

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)

Reference:1:Reasearch Methodology By

C.R.Kothari

THANK YOU…….