4 types of research

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.