Quantitative Research Quantitative research aims at causal explanation

Quantitative Research

Ø Quantitative research aims at (causal) explanation. It answers primarily to why? –questions Ø Based on the idea that social phenomena can be quantified, measured and expressed numerically. Ø The information about a social phenomenon is expressed in numeric terms that can be analyzed by statistical methods.

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.

Strengths Of Quantitative Research Ø Enables the research and description of social structures and processes that are not directly observable. Ø Well-suited for quantitative description, comparisons between groups, areas etc. Ø Description of change. Ø Analysis and explanation of (causal) dependencies between social phenomena.

Weaknesses Of Quantitative Research Ø Simplifies and ”compresses” the complex reality: abstract and constrained perspective. Ø Only applicable for measurable (quantifiable) phenomena Ø Presumes relatively extensive knowledge on the subject matter in order to be able to ask ”correct” questions. Ø Difficult to study processes or ”dynamic” phenomena: produces static view of the reality Ø Description of actors’ perspectives, intentions and meanings difficult.

Limitations of Quantitative Approach Ø It 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. Ø Some researches claim that many influences affect people’s response to questions i. e. it is not purely objective. Ø Some standardized scales may be interpreted differently by participants.

Quantitative Research Techniques

Survey Ø 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. Ø It requires asking the respondents for information either face-to-face or using the telephone interview, or through mail, fax or internet.

Survey Research Ø Objectives: Ø Most survey research studies attempt to identify and explain a particular marketing activity. Marketing surveys typically have multiple objectives. Ø Although surveys are generally conducted to quantify certain factual information, certain aspects of surveys may also be qualitative. Ø For example, testing and refining new product concepts is often a qualitative objective in a new product development. Ø Has non-business application as well. [e. g. donor research].

Example Ø What survey research objectives might Daewoo [motor car] develop to learn about car buyers? Ø Consumer preference in design and features and how best to satisfy these preferences; Øshopping mall “intercepts”; mail interview etc. Ø Demographic details, customer satisfaction; Ø Testing certain aspects of advertising; Ø Study product image.

Person Administered Surveys Ø Direct, face-to-face Interview Ø Indirect, non- face-to-face Interview

Direct, Face-to-face Interview Ø Interviewer and interviewee see and talk to each other face-to -face. Includes Ø In-home/In-office Interview ØAppointment first, ØFace to face Interview ØNeeds Skill Ø Mall Intercept Interview ØInterview outside home, in supermarkets, departmental stores, other public places

Face To Face Interview Advantages Ø Direct interaction Ø Clarity and display exhibits of Ø Better quality and quantity of data Ø Higher response rate Ø No sequence bias Ø Identifying respondents Ø Unstructured Disadvantages Ø High cost Ø Longer time Ø Interviewer bias Ø Anonymity not maintained Ø Interviewer cheating Ø Time bias exists Ø Field control needed

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

Telephone Interview Advantages Ø Faster Results Ø Inexpensive Ø Better geographical coverage Ø Irresistibility Ø Reaching hard-to-reach people Ø Timing: early or late OK Ø Privacy and better control Ø Coincidental data: immediate feedback. Disadvantages Ø No exhibits Ø Long interview not possible Ø Inability to make judgment Ø Answering machines and caller identification device Ø Sampling problem ØObsolete directory: poor sampling frame

Self-administered surveys Ø Ø Ø Ø Advantages Wide geographical coverage Providing thoughtful answers Ability to ask sensitive questions No interviewer bias Inexpensive Better control Anonymity Clarity Ø Ø Ø Ø Disadvantages Mailing list problem Unidentifiable respondent Questionnaire exposure Data limitation No interviewer assistance Ø no exhibits Assumed literacy Poor response rate Longer time

A Questionnaire [Also Called Research Instrument] Ø Data collection instrument used for gathering data; Ø A formalized schedule of an assembly of a carefully formulated questions; Ø Six important functions Ø Converts research objectives into specific questions Ø Standardizes the questions Ø Keeps respondents motivated to complete the research Ø Serve as a permanent record Ø Speed-up the process of data analysis Ø Reliability and validity purposes

Advantages of Open-ended Questions Ø Since they do not restrict the respondent’s response, the widest scope of response can be attained. Ø Most appropriate where the range of possible responses is broad, or cannot be predetermined. Ø Less subject to interviewer bias. Ø Responses may often be used as direct quotes to bring realism and life to the written report.

Disadvantages Of Open-ended Questions Ø Inappropriate for self-administered questionnaire since people tend to write more briefly than they speak. Ø The interviewer may only record a summary of the responses given by an interview and fail to capture the interviewer’s own ideas. Ø It is difficult to categorize and summarize the diverse responses of different respondents. Ø May annoy a respondent and prompt him/her to terminate the interview, or ignore the mail questionnaire.

Advantages and Disadvantages of Closed-ended Questions ADVANTAGES DISADVANTAGES Ø All respondents reply on a standard response set. This ensures comparability of responses, facilitates coding, tabulating and interpreting the data. Ø Preparing the list of responses is time-consuming. Ø Easier to administer and most suited for self-administered questionnaire. Ø If used in interviews, less skilled interviewer may be engaged to do the job. Ø If the list of responses is long, the respondents may be confused. Ø If the list of responses is not comprehensive, responses may often fail to represent the respondent’s point of views.

Considerations in choosing a question format Ø Nature of the property being measured Ø Subjective Vs objective Ø Previous research studies Ø Need for comparison with past studies Ø Data Collection Mode Ø Telephone/face-to-face-interview/mail Ø Scale level desired Ø Statistical analysis Ø Ability of the respondents

Causal Research/Experiments Ø Experimental research is where participants are assigned to groups based on some selected criterion often called treatment variable. Ø In causal research, the emphasis is on specific hypotheses about the effects of changes of one variable on another variable. Ø Deals with cause-effect relationship. Ø 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 Research Ø The 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. Ø The variables (s) which is manipulated is also called an independent variables, a treatment, an experimental variables or the cause. Ø Some of the examples of an independent variables could be: temperature, pressure, chemical concentration, type of material and conductivity

Continuing……. Ø Experimental research will always have two or more groups for comparison on the dependent variables. Ø It is the only type of research which can establish truly the cause and effect relations. Ø 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. Ø Sixty students in the class are divided randomly into two groups of thirty each.

Ø The groups receive the specified treatment for an equal amount of time during the semester. Ø The participants are measured for their performance on the achievement test before and after the programme so as to measure the gain. Ø In this experiment, the experimental or independent variables is the method of instruction and the dependent variable, is the achievement of students. Ø The difference in the gain on achievement between the two groups will show the effect of the methods of instruction.

Two Types of Experimental Research Quasi-experimental True experimental Ø Specific hypothesis Ø Researcher manipulates at least 1 variable Ø Assigns treatment at random to each group Ø Has a control group Ø Cannot randomly assign subjects to groups Ø Randomly assigns subjects to groups Typically uses intact classes

Quasi-experimental Ø Quasi-experimental research is where participants are Preassigned to groups based on some characteristic or quality such as differences in sex, race, age, neighborhood, etc. Ø 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 Examples Ø Is teaching method A better in bringing about student learning than method B? Ø Does a teaching unit on “Race Relationships” improve students’ racial tolerance?

Difference between Surveys and Experimental Designs Ø The fundamental difference concerns the manipulation of independent variables. Ø In surveys, an effect is observed and a search for a cause follows. Ø In experimental research, on the other hand, independent variables are manipulated to establish a cause-effect relationship.