What Did We Learn In The Previous Lecture?

 Qualitative research

Qualitative Research

Qualitative Research
Qualitative Research involves finding out what people think, and how they feel - or at any rate, what they say they think and how they say they feel. This kind of information is subjective. It involves feelings and impressions, rather than numbers
(Bellenger, Bernhardt and Goldstucker, Qualitative Research in Marketing, American Marketing Association )

Definitions
 Findings 1990)  qualitative researchers study things in their natural settings, attempting to make sense of or interpret phenomenon in terms of the meanings people bring to them. (Source: Denzin & Lincoln, 2000, p.3) not arrived at by means of statistical procedures or quantification (Source: Strauss and Corbin

 The qualitative researcher is interested in illumination and understanding NOT causal determination or prediction.  They look beyond the faade, the superficial, to search for purpose, meaning and context.  Phenomena have meaning in a context and their meaning differs in different contexts. Helps us capture the ways in which people interpret events, experiences and

relationships (lived experiences).

Purpose of Qualitative Research

 Why do people do the things they do?  What makes an organization functional or dysfunctional?  What systems over time? effects and behavior, relationships

Methodologies Of Qualitative Research

 Action Research  Case Study  Ethnography  Grounded Theory  Phenomenology

Quantitative Research

 Quantitative research aims at 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 dependencies between social phenomena.

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 peoples 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.

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, mail interview etc.  Demographic details, customer satisfaction;  Testing certain aspects of advertising;  Study product image.

Direct, Face-to-face Interview

 Interviewer and interviewee see and talk to each other faceto-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

Indirect, Non- face-to-face Interview

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