quantitative research
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In the name of Allah Kareem,Most Beneficent, Most Gracious, the Most Merciful !
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Quantitative ResearchQuantitative research is "a formal, objective, systematic process in which numerical data are utilised to obtain information about the world" (Burns and Grove cited by Cormack 1991). Quantitative research is inclined to be deductive. In other words it tests theory.
General aims of quantitative research
• To generalize • To be objective• To test theories
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1. Theory
4. Devise measures of concepts
2. Hypothesis
5. Select research site / Respondents
6. Data Collection
7. Preparation of data
10. Report Writing
9. Drawing Conclusions
8. Analysis and interpretations
Quantitative Research Process
PURPOSE OF THEORY 1.Prediction
2.Understanding
LEVELS OF THEORY3. Abstract level4. Empirical level
PROCESS OF THEORY DEVELOPMENT1. Induction2. Deduction
1. THEORYTheory is a standardized principle on which basis we can explain the relationship between two or more concepts or
variables.
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2. Hypothesis / Research Questions
A predictive statement of a relationship between two or more variable, which may then be tested through research
TYPES OF HYPOTHESIS
1. Null Hypothesis Ho
2. Alternative Hypothesis H1
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4. Devise Measure of ConceptsConcept:
Abstract realities or generalized ideas about objects, attributes, occurrence or
processes, that can not be measured directly. Concepts are the building blocks of theory.
Examples level of motivation
Variable
Empirical realities that may have varied (different) values that can be measured directly is called variables
Example: Gender (male or female)Temperature ( 98o , 95o , 100o ) etc
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Operationalization is the process of defining a concept so that it becomes measurable variable, which is achieved by looking at behavioral dimensions and categorizing them into observable and measurable elements.
Operationalization
Cont…..
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Cont…..
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Gender1. Male2. Female
Motivation1. Highly Motivated2. Moderately Motivated3. Less Motivated
Temperature1. 97 C2. 98 C3. 99 C
Time1. 10 seconds
Means 10 seconds more than 0
ooo
Cont…..
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Binary Response formats
Numerical Response formats
Verbal formats
Bipolar numerical formats
Frequency formats
Response formats for scalesMy job is usually interesting enough to keep me from getting bored
• agree• disagree
My job is usually interesting enough to keep me for getting bored5 4 3 2 1
May job is usually interesting enough to keep me from getting boredStrongly agree__ agree__ undecided__ disagree___ strongly disagree__
I love my job 5 4 3 2 1I hate my job
My job is usually interesting enough to keep me from getting bored• All of the time ____ • often _____ • fairly often ____ • occasionally ___ • none of the time ____
Cont…..
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Face Validity
(Validity where measure apparently reflects the content of the concept in
question)
Predictive
(Researcher employs the criterion whereby a new scale predicts a future
event)
Validity(Are we Measuring the
Right thing)
Convergent
(A test has convergent validity if it has a high correlation with another test that measures the same construct)
Concurrent
(Researcher employs the criterion whereby a new scale measures a
current event)
Validity Cont…..
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Reliability
(Accuracy in
Measurement)
Test-retest reliability
Inter-item consistency
Split- half reliability
Parallel-form reliability
Cont…..Reliability
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· Populationthe universe of units(nations, cities, regions, firms, students
employees etc.) from which the sample is to be selected. · Sample
the segment of the population that is selected for the investigation. It is a subset of the population. The method of selection may be based on a probability or a non-probability approach (see below).
· Sampling framethe listing of all the units in the population from which the
sample will be selected.· Representative Sample
a sample that reflects the population accurately so that it is a microcosm of the population.
· Sampling errorthe difference between a sample and the population from
which it is selected, even though a probability sample has been selected.
5.Selecting Research respondents
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Sampling
Sampling Technique
Probability
Non-Probability
Simple random sample
Systematic sample
Stratified random sample
Convenience sampling
Snowball sampling
Quota sampling
5.Cont…..
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Methods of Data CollectionSurveys
Survey is a quantitative research strategy that involves the structured collection of data from a pre-determined sample. It involves following methods
1.Structured interview2.Structured Observation3.Questionnaire
Survey
QuestionnaireStructured Interview
On-line questionnaires
Postal questionnaires
Self administered questionnairesTelephone
InterviewsFace to face
interview
Structured Observation
Participant Observation
Non -Participant Observation
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Mystery shopping is a popular technique used in consumer research that involves sending people (mystery shoppers) into a shop to buy products with the intention to evaluate the effectiveness of retail staff. After the interaction, the shoppers typically fill out rating sheet detailing the nature of the interaction and service they receive. It’s a type of field stimulation.
Mystery Shopping
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