4 types of research

 Quantitative research aims at (causal) explanation. It
answers primarily to why? –questions
 Based on the idea that social phenomena can be
quantified, measured and expressed numerically.
 The information about a social phenomenon is
expressed in numeric terms that can be analyzed by
statistical methods.

Purpose Of Quantitative
The purpose of quantitative
research is to measure
concepts or variables that are
predetermined objectively and
to examine the relationship
between them numerically and
statistically.

Strengths Of Quantitative
Research
 Enables the research and description of social structures
and processes that are not directly observable.
 Well-suited for quantitative description, comparisons
between groups, areas etc.
 Description of change.

 Analysis and explanation of (causal) dependencies
between social phenomena.

Weaknesses Of Quantitative
Research
 Simplifies and ”compresses” the complex reality: abstract
and constrained perspective.
 Only applicable for measurable (quantifiable) phenomena
 Presumes relatively extensive knowledge on the subject
matter in order to be able to ask ”correct” questions.
 Difficult to study processes or ”dynamic” phenomena:
produces static view of the reality
 Description of actors’ perspectives, intentions and
meanings difficult.

Limitations of Quantitative
Approach
 It is difficult to understand human phenomena e.g. when
studying human behavior, it is possible only to study what is
observable. So the phenomena is revealed partially.
 Some researches claim that many influences affect people’s
response to questions i.e. it is not purely objective.
 Some standardized scales may be interpreted differently by
participants.

Quantitative Research
Techniques

Survey Research

 It is a method of descriptive research used for collecting
primary data based on verbal or written communication
with a representative sample of individuals or
respondents from the target population.
 It requires asking the respondents for information either
face-to-face or using the telephone interview, or through
mail, fax or internet.

Survey Research
 Objectives:
 Most survey research studies attempt to identify and
explain a particular marketing activity. Marketing surveys
typically have multiple objectives.
 Although surveys are generally conducted to quantify certain
factual information, certain aspects of surveys may also be
qualitative.
 For example, testing and refining new product concepts is
often a qualitative objective in a new product
development.
 Has non-business application as well. [e.g. donor research].

Example

 What survey research objectives might Daewoo
[motor car] develop to learn about car buyers?
 Consumer preference in design and features and
how best to satisfy these preferences;
shopping mall “intercepts”; mail interview etc.
 Demographic details, customer satisfaction;
 Testing certain aspects of advertising;
 Study product image.

Person Administered
Surveys

 Direct, face-to-face Interview

 Indirect, non- face-to-face Interview

Direct, Face-to-face Interview
 Interviewer and interviewee see and talk to each other face-
to-face. Includes
 In-home/In-office Interview
Appointment first,
Face to face Interview
Needs Skill
 Mall Intercept Interview
Interview outside home, in supermarkets, departmental
stores, other public places

Face To Face Interview

Advantages Disadvantages
 Direct interaction  High cost
 Clarity and display of  Longer time
exhibits  Interviewer bias
 Better quality and quantity  Anonymity not maintained
of data  Interviewer cheating
 Higher response rate  Time bias exists
 No sequence bias  Field control needed
 Identifying respondents
 Unstructured

Indirect, Non- face-to-face
Interview

The interviewer and the interviewee do not see but talk
direct to each other.
Telephone Interview

Telephone Interview
 Faster Results  No exhibits
 Inexpensive
 Long interview not
 Better geographical coverage
possible
 Irresistibility
 Reaching hard-to-reach people  Inability to make judgment
 Timing: early or late OK  Answering machines and
 Privacy and better control caller identification device
 Coincidental data: immediate  Sampling problem
feedback. Obsolete directory:
poor sampling frame

Self-administered surveys

 Wide geographical  Mailing list problem
coverage  Unidentifiable
 Providing thoughtful respondent
answers  Questionnaire exposure
 Ability to ask sensitive  Data limitation
questions  No interviewer
 No interviewer bias assistance
 Inexpensive  no exhibits
 Better control  Assumed literacy
 Anonymity  Poor response rate
 Clarity  Longer time

A Questionnaire
[Also Called Research Instrument]
 Data collection  Six important functions
instrument used for  Converts research objectives into
gathering data; specific questions
 A formalized  Standardizes the questions
 Keeps respondents motivated to
schedule of an
complete the research
assembly of a
 Serve as a permanent record
carefully formulated
 Speed-up the process of data
questions;
analysis
 Reliability and validity purposes

Advantages of
Open-ended Questions
 Since they do not restrict the respondent’s response,
the widest scope of response can be attained.
 Most appropriate where the range of possible
responses is broad, or cannot be predetermined.
 Less subject to interviewer bias.
 Responses may often be used as direct quotes to bring
realism and life to the written report.

Disadvantages Of
Open-ended Questions
 Inappropriate for self-administered questionnaire since
people tend to write more briefly than they speak.
 The interviewer may only record a summary of the
responses given by an interview and fail to capture the the
interviewer’s own ideas.
 It is difficult to categorize and summarize the diverse
responses of different respondents.
 May annoy a respondent and prompt him/her to terminate
the interview, or ignore the mail questionnaire.

Advantages and Disadvantages of
Closed-ended Questions
ADVANTAGES DISADVANTAGES
 All respondents reply on a standard  Preparing the list of responses
response set. This ensures
is time-consuming.
comparability of responses,
facilitates coding, tabulating and
 If the list of responses is long,
interpreting the data. the respondents may be
 Easier to administer and most suited confused.
for self-administered questionnaire.  If the list of responses is not
 If used in interviews, less skilled comprehensive, responses
interviewer may be engaged to do may often fail to represent the
the job. respondent’s point of views.

Considerations in choosing a
question format
 Nature of the property being measured
 Subjective Vs objective
 Previous research studies
 Need for comparison with past studies
 Data Collection Mode
 Telephone/face-to-face-interview/mail
 Scale level desired
 Statistical analysis
 Ability of the respondents

Comparative Evaluation of Various survey Methods.
________________________________________________________________________
Face-to-face Interview
Criteria In-home/ Mall- Telephone Mail
In-office intercept Interview Survey
Flexibility of data collection High High Moderate Low
Diversity of questions High High Low Moderate
Sample control Potentially Moderate Moderate to Low
high high
Control of data collection Moderate to High Moderate Low
environment high
Response rate High High Moderate Low
Show of exhibits Yes Yes No No
Quantity of data High Moderate Low High
Anonymity of the respondents Absent Absent Moderate High
Access to sensitive information Low Low High High
Speed Moderate Fast Fast Slow
Cost High Moderate Moderate Low
Potential interviewer bias High Moderate to Moderate Low

Causal Research/Experiments
 Experimental research is where participants are assigned to
groups based on some selected criterion often called treatment
variable.
 In causal research, the emphasis is on specific hypotheses
about the effects of changes of one variable on another
variable.
 Deals with cause-effect relationship.
 Involves experiment where an independent variable is changed
or manipulated to see how it affects a dependent variable by
controlling the effects of extraneous variables.

Characteristic Of Experimental
Research
 The primary characteristic of experimental research is
manipulation of at least one variables and control over the
other relevant variables so as to measure its effect on one or
more dependent variables.
 The variables (s) which is manipulated is also called an
independent variables, a treatment, an experimental variables
or the cause.
 Some of the examples of an independent variables could be:
temperature, pressure, chemical concentration, type of
material and conductivity

Continuing…….
 Experimental research will always have two or more groups for
comparison on the dependent variables.
 It is the only type of research which can establish truly the cause
and effect relations.
 Consider an Example: A researcher in technician education is
interested in studying the effects of two methods of instruction
structured lecture method and programmed instruction on the
achievement of students in a course of one semester in Applied
Mechanics.
 Sixty students in the class are divided randomly into two groups of
thirty each.

 The groups receive the specified treatment for an equal
amount of time during the semester.
 The participants are measured for their performance on the
achievement test before and after the programme so as to
measure the gain.
 In this experiment, the experimental or independent variables
is the method of instruction and the dependent variable, is the
achievement of students.
 The difference in the gain on achievement between the two
groups will show the effect of the methods of instruction.

Two Types of Experimental
Research
Quasi-experimental True experimental
 Specific hypothesis  Specific hypothesis
 Researcher manipulates  Researcher manipulates
at least 1 variable at least 1 variable
 Assigns treatment at  Assigns treatment at
random to each group random to each group
 Has a control group  Has a control group
 Cannot randomly assign  Randomly assigns
subjects to groups subjects to groups

Typically uses intact classes

Quasi-experimental
 Quasi-experimental research is where participants are Pre-
assigned to groups based on some characteristic or quality
such as differences in sex, race, age, neighborhood, etc.
 These group assignments have already taken place before
the experiment begins, and the researcher has no control as
to what the people will belong to each group.

Experimental Research
Examples
 Is teaching method A better in
bringing about student
learning than method B?
 Does a teaching unit on “Race
Relationships” improve
students’ racial tolerance?

Difference between Surveys
and
Experimental Designs
 The fundamental difference concerns the manipulation of
independent variables.
 In surveys, an effect is observed and a search for a cause
follows.
 In experimental research, on the other hand, independent
variables are manipulated to establish a cause-effect
relationship.

4 types of research

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