4 types of research
DESCRIPTION
TRANSCRIPT
Quantitative
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
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
Direct, Face-to-face Interview
Face To Face Interview
Advantages Direct interaction Clarity and display of
exhibits Better quality and
quantity of data Higher response rate No sequence bias Identifying respondents Unstructured
Disadvantages High cost Longer time Interviewer bias Anonymity not
maintained Interviewer cheating Time bias exists Field control needed
Indirect, Non- face-to-face Interview
The interviewer and the interviewee do not see but
talk direct to each other.
Telephone Interview
Telephone InterviewAdvantages
Faster Results Inexpensive Better geographical
coverage Irresistibility Reaching hard-to-reach
people Timing: early or late OK Privacy and better control Coincidental data:
immediate feedback.
Disadvantages No exhibits Long interview not
possible Inability to make
judgment Answering machines and
caller identification device
Sampling problemObsolete directory:
poor sampling frame
Self-administered surveys
Advantages Wide geographical
coverage Providing thoughtful
answers Ability to ask sensitive
questions No interviewer bias Inexpensive Better control Anonymity Clarity
Disadvantages Mailing list problem Unidentifiable
respondent Questionnaire
exposure Data limitation No interviewer
assistanceno exhibits
Assumed literacy Poor response rate Longer time
A Questionnaire [Also Called Research
Instrument] Data collection
instrument used for gathering data;
A formalized schedule of an assembly of a carefully formulated questions;
Six important functions Converts research objectives
into specific questions Standardizes the questions Keeps respondents motivated
to complete the research Serve as a permanent record Speed-up the process of data
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.
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.
Disadvantages Of Open-ended Questions
Advantages and Disadvantages of Closed-ended Questions
ADVANTAGES
All respondents reply on a standard response set. This ensures comparability of responses, facilitates coding, tabulating and interpreting the data.
Easier to administer and most suited for self-administered questionnaire.
If used in interviews, less skilled interviewer may be engaged to do the job.
DISADVANTAGES
Preparing the list of responses is time-consuming.
If the list of responses is long, the respondents may be confused.
If the list of responses is not comprehensive, responses may often fail to represent the 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 MailIn-office intercept Interview Survey
Flexibility of data collection High High Moderate LowDiversity of questions High High Low ModerateSample control Potentially Moderate Moderate to Low
high highControl of data collection Moderate to High Moderate Low environment highResponse rate High High Moderate LowShow of exhibits Yes Yes No NoQuantity of data High Moderate Low HighAnonymity of the respondents Absent Absent Moderate HighAccess to sensitive information Low Low High HighSpeed Moderate Fast Fast SlowCost High Moderate Moderate LowPotential 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
Specific hypothesis
Researcher manipulates at least 1 variable
Assigns treatment at random to each group
Has a control group
Cannot randomly assign subjects to groups
True experimental
Specific hypothesis
Researcher manipulates at least 1 variable
Assigns treatment at random to each group
Has a control group
Randomly assigns 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.