Quantitative Research

Quantitative research aims at (causal) explanation. It answers primarily to why? questionsBased 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 QuantitativeThe 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 ResearchEnables 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 ResearchSimplifies and compresses the complex reality: abstract and constrained perspective.Only applicable for measurable (quantifiable) phenomenaPresumes 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 realityDescription of actors perspectives, intentions and meanings difficult.

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.

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 ResearchObjectives: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].

ExampleWhat 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. IncludesIn-home/In-office InterviewAppointment first, Face to face InterviewNeeds SkillMall Intercept InterviewInterview outside home, in supermarkets, departmental stores, other public places

Direct, Face-to-face Interview

Face To Face InterviewAdvantagesDirect interactionClarity and display of exhibitsBetter quality and quantity of dataHigher response rateNo sequence biasIdentifying respondentsUnstructured

DisadvantagesHigh costLonger timeInterviewer biasAnonymity not maintainedInterviewer cheatingTime bias existsField control needed

Indirect, Non- face-to-face InterviewThe interviewer and the interviewee do not see but talk direct to each other.Telephone Interview

Telephone InterviewAdvantagesFaster ResultsInexpensiveBetter geographical coverageIrresistibilityReaching hard-to-reach peopleTiming: early or late OKPrivacy and better controlCoincidental data: immediate feedback.DisadvantagesNo exhibitsLong interview not possibleInability to make judgmentAnswering machines and caller identification deviceSampling problemObsolete directory: poor sampling frame

Self-administered surveysAdvantagesWide geographical coverageProviding thoughtful answersAbility to ask sensitive questionsNo interviewer biasInexpensiveBetter controlAnonymityClarityDisadvantagesMailing list problemUnidentifiable respondentQuestionnaire exposureData limitationNo interviewer assistanceno exhibitsAssumed literacyPoor response rateLonger 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 functionsConverts research objectives into specific questionsStandardizes the questionsKeeps respondents motivated to complete the researchServe as a permanent recordSpeed-up the process of data analysisReliability and validity purposes

Advantages of Open-ended QuestionsSince they do not restrict the respondents 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 interviewers 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 QuestionsADVANTAGESAll 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.DISADVANTAGESPreparing 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 respondents point of views.

Considerations in choosing a question formatNature of the property being measuredSubjective Vs objectivePrevious research studiesNeed for comparison with past studiesData Collection ModeTelephone/face-to-face-interview/mailScale level desiredStatistical analysisAbility of the respondents

Comparative Evaluation of Various survey Methods.

________________________________________________________________________

Face-to-face Interview

Criteria

In-home/Mall-

Telephone Mail

In-officeinterceptInterview Survey

Flexibility of data collectionHigh

High

Moderate Low

Diversity of questions

High

High

Low

Moderate

Sample control

PotentiallyModerate Moderate to Low

high

high

Control of data collectionModerate toHigh

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 informationLow

Low

High

High

Speed

ModerateFast

Fast

Slow

Cost

High

Moderate Moderate Low

Potential interviewer biasHigh

Moderate to Moderate Low

Causal Research/ExperimentsExperimental 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 ResearchThe 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 ResearchQuasi-experimentalSpecific hypothesisResearcher manipulates at least 1 variableAssigns treatment at random to each groupHas a control groupCannot randomly assign subjects to groupsTrue experimentalSpecific hypothesisResearcher manipulates at least 1 variableAssigns treatment at random to each groupHas a control groupRandomly assigns subjects to groups

Typically uses intact classes

Quasi-experimentalQuasi-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 ExamplesIs 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 DesignsThe 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.