QUALITATIVE QUANTITATIVE RESEARCH Editor Stephen Murray

QUALITATIVE & QUANTITATIVE RESEARCH Editor: Stephen Murray

OVERALL FRAMEWORK RESEARCH DATA SECONDARY DATA PRIMARY DATA QUALITATIVE DATA EXPLORATION QUANTITATIVE DATA DESCRIPTION CAUSE AND EFFECT

KEEP IN MIND THAT … • Qualitative research • Quantitative research generally deals in words, generally deals in images and the subjective numbers, logic and the objective

QUALITATIVE RESEARCH Agenda ØDefinition Ø When to use? ØTypes ØFOCUS GROUPS ØIN DEPTH INTERVIEW ØPROJECTIVE TECH. ØPros&Cons • Research used in range of activities from exploratory designs to means of completing explanations • Qualitative research assumes that people have meaningful actions or experiences that can be interpreted

QUALITATIVE RESEARCH POPULARITY COMES FROM: *ECONOMICAL *FLEXIBLE *OPENS A DOOR TO “WHY, HOW” *RICHNESS OF DATA *BEST TO START WITH. . .

QUALITATIVE RESEARCH • Identification of a given question; opportunity or information requirements • Interest in obtaining insights for motivational /social (group) or emotional and attitudinal (individual) factors • In IR: primary data of events or personalities supporting explanations and argument • (Cf. In marketing: for new product launch, new service development or repositioning current product

QUALITATIVE RESEARCH FOCUS GROUPS Agenda ØDefinition Ø When to use? ØTypes ØFOCUS GROUPS ØIN DEPTH INTERVIEW ØPROJECTIVE TECH. ØPros&Cons Characteristics: • 6 -12 people • Lead by a trained moderator • in-depth discussion on 1 particular topic or concept • Relaxed, informal atmosphere • 1 -3 hour duration Goal: • Learn and understand what people say and why?

QUALITATIVE RESEARCH FOCUS GROUPS PLANNING THE FOCUS GROUP STUDY CONDUCTING FOCUS GROUP STUDY ANALYSIS AND REPORTING THE RESULTS

QUALITATIVE RESEARCH FOCUS GROUPS ADVANTAGES DISADVANTAGES l. Synergy l. Representativeness l. Spontaneity l. Misjudgement l. Speed l l. Security l. Flexibility l. Inexpensive Lack of analysis l. Moderator Subjectivity

QUALITATIVE RESEARCH DESIGN Qualitative Research: • Examples • Case studies on effect of vocational training in Papua • Ethnographic studies on indigenous populations in Oaxaca, Mexico Qualitative Research Types: • Case studies • Developmental research • Historical research • Ethnograph studies • Case Studies: • Purpose: to do an in depth study • In brief: Background, current status and/or environmental factors that interact for each group (individual, institution or community)

• • Characteristics of Case Studies: It gives very detailed information about individuals / group / community It may give a detailed explanation of a complete life cycle or part of it Number of cases studied may be small but the number of variables studied are usually more in-depth (e. g. if compared to a survey) • • Developmental Research: Conducted to research on the development of individuals / group / institution / community TWO TYPES: Cross-sectional and Longitudinal • • Historical Research: Used to gain information on an event, development and/or previous educational experience Process may involve studying previous situation, checking on current situation, and to predict if the same situation will occur again Conclusion on previous event is done based on collected facts and evidences to answer why and how the event and repercussions occurred Useful to solve questions that involve sensitive issues Important for systematically & objectively collecting and defining facts and evidences

• Procedure for Historical Research: • • Define the problem Specify source of evidence Collect evidence / reference materials Primary source / original (observation or witnesses of events or authentic objects – e. g. artifacts, speech text, records etc. ) Secondary source (materials or information collected from primary sources – e. g. paintings, films, news reports, documents Critique of evidences • • – – External critique: confirming if collected sources are genuine and reliable (authenticity of paintings, signatures, chemical analysis etc. ) Internal critique: conducted after authenticity of source of information is confirmed – involves evaluation of collected evidences– is it important? Required? • • Able to explain the researched phenomenon? Prepare the report • Ethnographic Research: • • In-depth study of natural behaviours in a culture or social group Purpose – to understand relationships between behaviour and culture – • Example: In education – to understand schooling process (e. g. , immigrant children) Involves widespread observations (participant & nonparticipant) Here often starts research without hypothesis – hypothesis is developed in the process of observations, and the researcher explores and test his hypothesis

QUALITATIVE RESEARCH IN-DEPTH INTERVIEW Characteristics: Agenda ØDefinition Ø When to use? ØTypes ØFOCUS GROUPS ØIN DEPTH INTERVIEW ØPROJECTIVE TECH. ØPros&Cons • A well trained interviewer+interviewee • Interviewee is exposed to set of probing questions • Usually face to face • Interviewer encourages the interviewee to talk more Goal: • To collect as much as memory, attitudinal and behavioral data from the subject

QUALITATIVE RESEARCH IN-DEPTH INTERVIEW Applications: -Interviews with professionals -Interviews with witnesses -When detailed probing is needed -Discussion of sensitive, confidential issues -When strong, social norms exist -Interviews with competitors

QUALITATIVE RESEARCH IN-DEPTH INTERVIEW ADVANTAGES DISADVANTAGES l. Concentrated l. Expensive issue maximum probing l. Free exchange of information l. Easier to arrange l. Best for intimate, sensitive issues l. Flexibility l. Time consuming l. Exhausting for Interviewer l. Interviewer errors l. Respondent bias or reliability

QUALITATIVE RESEARCH PROJECTIVE TECHNIQUE Definition: * Agenda ØDefinition Ø When to use? ØTypes ØFOCUS GROUPS ØIN DEPTH INTERVIEW ØPROJECTIVE TECH. ØPros&Cons • These are unstructured prompts or stimulus that encourage the respondent to project their underlying motivations, beliefs, attitudes, or feelings onto an ambiguous situation • They are all indirect techniques that attempt to disguise the purpose of the research *Source: http: //en. wikipedia. org/wiki/Qualitative_marketing_research

QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES Projective Techniques Word Association Sentence Completion Tests Cartoon Tests Role Playing Third-Person Techniques Picture Interpretation /Story Telling

QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES Types: 1. Word Association Customers are required to show response to the concept they are told within 2 -3 sec.

QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES *Source: http: //www. nielsenbuzzmetrics. com/images/uploaded/Nike. BAM. gif

QUALITATIVE RESEARCH PROJECTIVE TECH. 2. Sentence Completion Customers are required to complete sentences or stories in their own words • • People who are concerned about ecology … When I think of a city … I drink a Coca-Cola, usually when. Starbucks reminds me of…

QUALITATIVE RESEARCH PROJECTIVE TECH. 3. Cartoon Tests

QUALITATIVE MARKETING - PROJECTIVE TECH. • Hth • Hntfyf • hngfhn WALMART Let’s see if we can pick up some house wares at Walmart

QUALITATIVE RESEARCH PROJECTIVE TECH. 4. Role Playing • Respondents are asked to assume the behavior of someone else • Useful for emphatic approaches for conflict resolution Sales Supervisors are asked to become Sales Represantatives, and vice versa.

QUALITATIVE RESEARCH PROJECTIVE TECH. 5. Third Person Way of learning respondents feelings or opinions by asking them to answer for a third party : “your neighbour” “most people” “typical person”

QUALITATIVE RESEARCH PROJECTIVE TECH. 6. Picture Interpretation A technique whereby respondents are shown a picture and are asked to tell a story describing it

QUALITATIVE RESEARCH PROJECTIVE TECH. ADVANTAGES DISADVANTAGES l. Elicit l. Participation responses that subjects would be unwilling to give l. Underlying Motivations, Beliefs, Attitudes of the respondents l. Skills are required to analyse the responses l. Expensive

QUALITATIVE RESEARCH Criteria Focus Groups 1. Degree of Structure Relatively high 2. Probing of individual Low respondents 3. Moderator bias Relatively medium 4. Interpretation bias Relatively low 5. Uncovering Low subconscious information 6. Discovering innovative High information 7. Obtaining sensitive Low information 8. Involve unusual No behavior or questioning 9. Overall usefulness Highly useful Depth Interviews Projective Techniques Relatively medium Relatively low High Medium Relatively high Low to high Relatively medium Relatively high Medium to high High Medium Low Medium High To a limited extent Useful Yes Somewhat useful

QUANTITATIVE RESEARCH SURVEY METHOD: • STRUCTURED QUESTIONNAIRE • GIVEN TO A SAMPLE OF A POPULATION • DESIGNED TO GAIN SPECIFIC INFORMATION

QUANTITATIVE RESEARCH - SURVEY Survey Methods Telephone Personal In-Home Traditional Telephone By appointment Computer-Assisted Telephone Interviewing Mail Random Personal Interviewing Mail Interview Electronic E-mail Mail Panel Internet

QUANTITATIVE RESEARCH - EXPERIMENTATION METHOD: • Scientific investigation in which • an investigator manipulates and controls one or more independent variables and • observes the dependent variable for variation concomitant to the manipulation of the independent variables. *

QUANTITATIVE RESEARCH ADVANTAGES DISADVANTAGES l. Specific l. Limited research problem l. Clear independent and dependent variable l. High level of reliability l. Minimum personal judgement outcomes due to structured method l. Unability to control the environment l. Expensive(large number of respondents)

COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH CHARACTERISTICS Research Objectives Type Of Research Type Of Questions QUALITATIVE QUANTITATIVE Discovery of new Validation of ideas, insights facts, estimates, and feelings relationships Usually Descriptive and exploratory causal Openended, semi. Mostly structured, unstructured, probing

COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH contd. CHARACTERISTICS Time Of Execution Sample Size Type Of Analyses Researcher Skills QUALITATIVE Short Time Frames Small Subjective, Interpretitive QUANTITATIVE Usually long time frames Large Statistical, Psychology, Sociology, CB, Social Psychology Statistics, MR, DSS, Decision Models Representativeness Limited Descriptive, causal Good

SUMMARY • Qualitative methods focus on generating exploratory initial/progressive insights into questions and problems • Depth probing of hidden attitudes, feelings or behaviour • Focus Groups • In depth Interviews • Projective Techniques

SUMMARY • Quantitative Research is interested in using formalised, standard structured questioning, whereby response options are pre-determined • Usually to be administered to significantly large numbers of people. Descriptive Causal (Surveys) (Experimentation)

OVERALL FRAMEWORK Source: http: //www. informedbusinessdecisions. com/Road. Mapt 400 c. jpg