applied business research methods lecture 6

8/3/2019 Applied Business Research Methods Lecture 6

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Qualitative research

What Did We Learn In The

Previous Lecture?


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Qualitative

Research


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Qualitative Research

Qualitative Researchinvolves finding out what

people think, and how they feel - or at any rate, what

they say they think and how they say they feel. This

kind of information is subjective. It involves feelings

and impressions, rather than numbers

(Bellenger, Bernhardt and Goldstucker, Qualitative Research in

Marketing, American Marketing Association )


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Definitions

Findings not arrived at by means of statistical

procedures or quantification (Source: Strauss and Corbin

1990)

qualitative researchers study things in their natural

settings, attempting to make sense of or interpret

phenomenon in terms of the meanings people bring tothem. (Source: Denzin & Lincoln, 2000, p.3)


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The qualitative researcher is interested in illumination and

understanding NOT causal determination or prediction.

They look beyond the faade, the superficial, to search for

purpose, meaning and context.

Phenomena have meaning in a context and their meaning

differs in different contexts. Helps us capture the ways in

which people interpret events, experiences and

relationships (lived experiences).


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Purpose of Qualitative Research

Why do people do the things

they do?

What makes an organization

functional or dysfunctional?

What effects behavior,

systems and relationships

over time?


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Methodologies Of Qualitative

Research

Action Research

Case Study

Ethnography

Grounded Theory

Phenomenology


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Quantitative

Research


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Quantitative research aims at explanation. It answersprimarily to why? questions

Based 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.


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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.


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Strengths Of Quantitative

ResearchEnables the research and description of social structures

and processes that are not directly observable.

Well-suited for quantitative description, comparisonsbetween groups, areas etc.

Description of change.

Analysis and explanation of dependencies between

social phenomena.


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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.


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Quantitative Research Techniques


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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.


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Example

What 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, mail interview etc.

Demographic details, customer satisfaction;

Testing certain aspects of advertising;Study product image.


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Interviewer and interviewee see and talk to each other face-

to-face. Includes

In-home/In-office Interview

Appointment first,

Face to face Interview

Needs Skill

Mall Intercept Interview

Interview outside home, in supermarkets, departmental

stores, other public places

Direct, Face-to-face Interview


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Indirect, Non- face-to-face

Interview

The interviewer and the interviewee do not see but talk

direct to each other.

Telephone Interview

applied business research methods lecture 6

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