sumit kr.quantitative research12

7/27/2019 Sumit Kr.quantitative Research12

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QUANTITATIVERESEARCH

name - sumit kumarSEM MBA 3rdroll no - 1273656


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Quantitative Research

It is descriptive in nature and this

method is used to predict the consumer

behavior. This method always consists ofexperiments, surveys techniques, and

observations. The findings are empirical

and if collected randomly this can begeneralized to large population and the

data are quantitative, they lend to

sophisticated statistical analysis.


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Cons.

o Advantages of quantitative research

The advantages of quantitative research are as follows:

1.Quantitative research allows the researcher to measure and

analyses data. The relationship b\w an independent and dependent

variable is studied. This is advantageous because the researcher

has more objective about the findings of the research.

2. Quantitative research can also be used to test hypotheses inexperiments because of its ability to measure data usingstatistics.

o Disadvantages of quantitative research

Following are the disadvantage of quantitative research :1. The main disadvantage of quantities research is the context of

the study or experiment is ignored. Quantitative research

does.

2. Another disadvantage is that a large sample of the population

must be studied; the large the sample of people researched, themore


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Application of quantitative research in

consumer behaviour

1. As the name suggest, the approach makes application of

quantitative research techniques to the study of consumer

behaviour. it comprises research techniques that are used to gather

quantitative data over large samples randomly, and statistical tools

and techniques, inclusive of survey techniques , observation and

experiments.

2. Quantitative research is descriptive and empirical in nature. It is primarily

used by the positivists while studying consumer behaviour, with a focus

On prediction of consumer behaviour. The findings can be generalized to

marketing situations.3. The quantitative techniques are also used by dialectics. In some areas

of marketing research especially understanding of consumer behaviour, a

more flexible approach is required, rather than a rigid approach as

provided by a structured questionnaire, hence qualitative research could

be used.


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Consumer Research process. Shows various steps in consumer research

Define Research problem

Secondary data collection and

evaluation

Design quantitative research

1. Method .

2. Technique.

3. Sampling Design.

Data Analysis and report

Primary data collection by

field staff under supervision

of experience researchers


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Consumer Research process.

1. Developing research objectives:- The consumer research process starts

with identification of management problem or an opportunity, on the

basic of which the research problem and objectives are formulated. A

management problem\opportunity relates to decisions the management

has to take and there search problem looks at the information needed to

facilitate that decision.

2. Collecting secondary data:- After defining the research problem and

clearly stating the objectives of the research, the next step is to collect

the relevant information from the available sources of information. This

from of secondary data collection is called exploratory research.

Exploratory or secondary research involves collection and analysis of

any published data for a purpose other than the current one. it is

important here to differentiate b\w exploratory and conclusive

research.

3. Designing primary research:- research involves collecting data from the

primary source of information, i.e. consumers, retailers ,etc.


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Consumer Research process.

Quantitative research:- A quantitative research study consists of a

research design ,the data collection methods and instruments to be

used, and the sample design. Three basic designs are used in

quantitative research: observational ,experimentation or survey.

a. Observational research :- observation involves recording the behaviouralpatterns of people, objective and events in a systematic manner to

obtain information about the phenomenon of interest.

b. Experimentation :- experimentation seeks to fine-out the cause-and-

effect relationship of the phenomenon under study. Under this design,

two similar groups, one called experimentgroup and the other controlgroup are chosen. The experiment group is exposed to pre-designed

procedures while the control group is kept constant.

c. Surveys :- in survey method research, participants answer questions

administered through interviews or questionnaires. After participants

answer the questions, researchers describe the responses given.


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sumit kr.quantitative research12

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