Differences Between Qualitative and Quantitative Research

8/10/2019 Differences Between Qualitative and Quantitative Research

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Dr. Nazia Iqbal


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Qualitative research

Qualitative researchis a method of inquiryappropriated in many different academic disciplines,traditionally in the social sciences, but also in marketresearch and further contexts. Qualitative researchers

aim to gather an in-depth understanding of humanbehavior and the reasons that govern such behavior.The qualitative method investigates the whyand howofdecision making, not just what, where, when. Hence,smaller but focused samples are more often needed,

rather than large samples.

All research ultimately has a qualitative grounding-Donald T. Campbell


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Quantitative research In the social sciences, quantitative researchrefers to

the systematic empirical investigation of quantitativeproperties and phenomena and their relationships. Theobjective of quantitative research is to develop and

employ mathematical models, theories and/orhypotheses pertaining to phenomena. The process ofmeasurement is central to quantitative researchbecause it provides the fundamental connectionbetween empirical observation and mathematical

expression of quantitative relationships.

There's no such thing as qualitative data.Everything iseither 1 or 0- Fred Kerlinger


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PurposeQualitative

Contextualization

Interpretation Understanding actors'

perspectives

Quantitative

Generalizability

Prediction Causal explanations


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Features

Qualitative1. The aim is a complete,

detailed description.

2. Researcher may only

know roughly inadvance what he/she islooking for.

3. Recommended during

earlier phases ofresearch projects.

Quantitative1. The aim is to classify

features, count them,and construct statisticalmodels in an attempt toexplain what isobserved.

2. Researcher knowsclearly in advance what

he/she is looking for.3. Recommended during

latter phases of researchprojects.


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Features

Qualitative

4. The design emerges asthe study unfolds.

5. Researcher is the data

gathering instrument.6. Data is in the form of

words, pictures orobjects.

Quantitative

4. All aspects of the studyare carefully designedbefore data is collected.

5. Researcher uses tools,such as questionnairesor equipment to collectnumerical data.

6. Data is in the form ofnumbers and statistics.


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Features

Qualitative7. Subjective - individuals

interpretation of events isimportant, e.g., usesparticipant observation, in-

depth interviews etc.8. Qualitative data is more

rich, time consuming, andless able to be generalized.

9. Researcher tends tobecome subjectivelyimmersed in the subjectmatter.

Quantitative7. Objective seeks precise

measurement & analysis oftarget concepts, e.g., usessurveys, questionnaires etc.

8. Quantitative data is moreefficient, able to testhypotheses, but may misscontextual detail.

9. Researcher tends to remainobjectively separated fromthe subject matter.


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Main points

Qualitative researchinvolves analysis of data such as words(e.g., from interviews), pictures (e.g., video), or objects (e.g.,an artefact).

Quantitative researchinvolves analysis of numerical data.

The personality / thinking styleof the researcher and/or

the culture of the organization is under-recognized as a keyfactor in preferred choice of methods.

Overly focusing on the debateof qualitative versusquantitative frames the methods in opposition. It isimportant to focus also on how the techniques can be

integrated, such as in mixed methods research. More goodcan come of social science researchers developing skills inboth realms than debating which method is superior.


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Research Objectives

ExploratoryResearch

CausalResearch

Test hypotheses aboutcause and-effectrelationships.

Gather preliminaryinformation that will helpdefine the problem andsuggest hypotheses

DescriptiveResearch

Describe customers

attitudes anddemographicsDetermine products

market potential

ExploratoryResearch


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Primary Data

Primary data are survey,

observation, or experimental data

collected to address the current

research problem

Recall that secondary data is

information that was previously been

collected for a different purpose


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Research DesignPrimary research requires a research design:

The research design is a detailed blueprint

used to guide the conduct of marketingresearch so that the research questions areanswered and the research objectives arerealized

Research may be either qualitative orquantitative


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Research design is the plan of action prior toimplementation. Like a blue print for a house. We aretrying to build a new house. Drawing up our plans.

Two story, master down, kids bedroom as far awayfrom the master bedroom, Jack&Jill bathroom. Realtortells us a lot of these decisions have to be made beforeframing. Research design is similar. Decision planprior to implementation.

First step - need to understand whether Exploratory - Getting an initial feel for the market,

preliminary qualitative insights. Descriptive - Want information in terms of concrete

numbers Causal - Want to infer causal relationship


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Qualitative ResearchQualitative research is a loosely defined

term. It implies that the research findings

are not determined by quantification orquantitative analysis.


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Qualitative vs. Quantitative Research(1 of 2)

Comparison Dimension Qualitative Research Quantitative Research

Types of questions Probing Limited probing

Sample size Small LargeInformation per Much Varies

respondent

Administration Requires interviewers Fewer specialized skills

with special skills required

Types of analysis Subjective, interpretive Statistical, summarization


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Qualitative vs. Quantitative Research(2 of 2)

Comparison Dimension Qualitative Research Quantitative Research

Tools Tape recorders, projection Questionnaires, computers

devices, video, pictures printouts

Ability to replicate Low High

Training needed by Psychology, sociology, Statistics, decision models,

the researcher social psychology, DSS, computer program-consumer behavior ming, marketing

Type of research Exploratory Descriptive or causal


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Qualitative Research MethodsInclude

Depth Interviews

Projective Techniques Focus Groups

Observation (Ethnography)

and other methods


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Depth Interview

Example: Wide Seats in an Airplane

I: Why do you like wide seats in an airplane?

R: It makes me comfortable.

I: Why is it important to be comfortable?R: I can accomplish more.

I: Why is important that you can accomplishmore?

R: I feel good about myself.

Implication: Wide seats may relate to self-esteem!


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Projective TechniquesEliciting deep-seated feelings/opinions by enablingthe respondents to project themselves into

unstructured situations. Word Association

Sentence Completion

Role playing

Story telling with pictures

and several others


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Popularity of Focus Group Research

Most marketing research firms, advertising agencies,and consumer goods manufacturers use focus groups.

Focus groups tend to be used more extensively by

consumer goods companies than by industrial goodsorganizations.


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Focus Group

Spot source of marketing problem

Spark new product ideas

Develop questionnaires for quantitative research

Identify new advertising themes

Diagnose competitors strengths and weaknesses

A group of people who discuss a subject under the

direction of a moderator. Focus groups are used to:


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Focus Group Research - Overview The goal of focus group research is to learn

and understand what people have to say and

why

The emphasis is on getting people to talk at

length and in detail about the subject at hand

The intent is to find out how they feel about aproduct, concept, idea, or organization, how it

fits into their lives, and their emotional

involvement with it


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Benefits of Focus Group Research

Synergy - together, the group can provide moreinsights than insights obtained individually.

Snowballing - chain reaction to comment by oneindividual.

Stimulation - group interaction excites people.

Spontaneity/serendipity - participants may getideas on the spot and discuss them.


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Focus Group Research - Steps1. Define objectives of study

2. Develop questions for discussion - Moderator

Guide3. Recruit participants

4. Conduct Session with a moderator

5. Analyze and report results to decision makers

Results can be misleading if the focus group is notconducted properly.


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Focus Group Issues(1 of 2) How many people in a focus group?

What type of people should be recruited?

Should participants be

Knowledgeable?

Diverse?

Representative?


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Focus Group Issues

(2 of 2)

How should participants be recruited?

Should they be given monetary incentives?

Where should the focus group be held?

How much interaction among participants?

What is the role and qualification of the moderator?

How to write the moderator guide?

Should management observe the focus group?

How should the report be written?


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Differences in Qualitative Research

between the U.S. and the U.K.

Area U.S. U.K.

Focus group size 10 to 12 6 to 8

Focus group length 2 hours 1.5 to 4 hours

Location Professional facility Recruiters homes

Client viewing Common Rare

Topic guides Long and detailed Short and flexible

Recruitment By income/occupation By social classSample size Of more concern Of little concern

Credibility Moderate High

Trends in Focus Group


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Trends in Focus Group

Research Telephone Focus Groups

Focus groups that are conducted via conferencecalling.

Videoconference Focus Groups Staffers can watch focus groups via

videoconferencing and avoid the costs of travel.

On-line focus groups Focus groups that are conducted through internet

(Chat rooms) - http://www.greenfieldonline.com


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Summary of Key Points Exploratory or qualitative research is used to

obtain deep insights into the behavior of fewconsumers, or to gain preliminary informationabout the market

Common exploratory research methods include

depth interviews, projective techniques, andfocus groups

The focus group is the most common methodof conducting qualitative research

The method consists of five simple steps; caremust be taken to implement those stepscorrectly


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Differences Between Qualitative and Quantitative Research

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