Download - Applied Business Research Methods Lecture 6
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Qualitative research
What Did We Learn In The
Previous Lecture?
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Qualitative
Research
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Qualitative Research
Qualitative Researchinvolves 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 )
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Definitions
Findings not arrived at by means of statistical
procedures or quantification (Source: Strauss and Corbin
1990)
qualitative researchers study things in their natural
settings, attempting to make sense of or interpret
phenomenon in terms of the meanings people bring tothem. (Source: Denzin & Lincoln, 2000, p.3)
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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).
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Purpose of Qualitative Research
Why do people do the things
they do?
What makes an organization
functional or dysfunctional?
What effects behavior,
systems and relationships
over time?
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Methodologies Of Qualitative
Research
Action Research
Case Study
Ethnography
Grounded Theory
Phenomenology
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Quantitative
Research
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Quantitative research aims at explanation. It answersprimarily 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.
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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.
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Strengths Of Quantitative
ResearchEnables the research and description of social structures
and processes that are not directly observable.
Well-suited for quantitative description, comparisonsbetween groups, areas etc.
Description of change.
Analysis and explanation of dependencies between
social phenomena.
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Limitations of Quantitative
ApproachIt 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.
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Quantitative Research Techniques
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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.
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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.
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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
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Indirect, Non- face-to-face
Interview
The interviewer and the interviewee do not see but talk
direct to each other.
Telephone Interview