Quantitativ

e
Research

 Quantitative

research

aims

at

(causal)

explanation. It answers primarily 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

analyzed by statistical methods.

that

can

be

Purpose Of Quantitative
The purpose of quantitative
research

is

to

measure

concepts or variables that

are

predetermined

objectively and to examine

the
them

relationship

between

numerically

statistically.

and

Strengths Of Quantitative
Research
Enables the research and description of social
structures and processes that are not directly
observable.

Well-suited

for

quantitative

description,

comparisons between groups, areas etc.

Description of change.

Analysis

and

explanation

of

(causal)

dependencies between social phenomena.

Weaknesses Of Quantitative
Research
Simplifies and compresses the complex reality:
abstract and constrained perspective.
Only applicable
phenomena

for

measurable

(quantifiable)

Presumes relatively extensive knowledge on the

subject matter in order to be able to ask correct
questions.
Difficult
to
study
processes
or
dynamic
phenomena: produces static view of the reality
Description of actors perspectives, intentions and
meanings difficult.

Limitations of Quantitative
Approach
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.
Some researches claim that many influences affect
peoples response to questions i.e. it is not purely
objective.
Some standardized scales
differently by participants.

may

be

interpreted

Quantitative Research
Techniques

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.

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

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
interview etc.

intercepts;

mail

Demographic details, customer satisfaction;

Testing certain aspects of advertising;
Study product image.

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

Direct, Face-to-face Interview

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

Face To Face Interview

Advantages
Direct interaction
Clarity and display of
exhibits
Better
quality
and
quantity of data
Higher response rate
No sequence bias
Identifying respondents
Unstructured

Disadvantages
High cost
Longer time
Interviewer bias
Anonymity
not
maintained
Interviewer cheating
Time bias exists
Field control needed

Indirect, Non- face-to-face

Interview
The interviewer and the interviewee do not see but
talk direct to each other.
Telephone Interview

Telephone Interview
Advantages
Faster Results
Inexpensive
Better geographical
coverage
Irresistibility
Reaching hard-toreach people
Timing: early or late
OK
Privacy and better
control
Coincidental data:

Disadvantages
No exhibits
Long interview not
possible
Inability to make
judgment
Answering machines
and caller
identification device
Sampling problem
Obsolete directory:
poor sampling
frame

Self-administered surveys

Advantages
Wide geographical
coverage
Providing thoughtful
answers
Ability to ask sensitive
questions
No interviewer bias
Inexpensive
Better control
Anonymity
Clarity

Disadvantages
Mailing list problem
Unidentifiable
respondent
Questionnaire
exposure
Data limitation
No interviewer
assistance
no exhibits
Assumed literacy
Poor response rate
Longer time

A Questionnaire
[Also Called Research
Instrument]
Data collection
instrument used
for gathering
data;
A formalized
schedule of an
assembly of a
carefully
formulated
questions;

Six important functions

Converts research
objectives into specific
questions
Standardizes the
questions
Keeps respondents
motivated to complete
the research
Serve as a permanent
record
Speed-up the process of

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

Disadvantages Of
Open-ended Questions
Inappropriate for self-administered questionnaire
since people tend to write more briefly than they
speak.
The interviewer may only record a summary of the
responses given by an interview and fail to capture
the the interviewers own ideas.
It is difficult to categorize and summarize the diverse
responses of different respondents.
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

All respondents reply on a

standard response set. This
ensures comparability of
responses,
facilitates
coding,
tabulating
and
interpreting the data.

Preparing
the
responses
is
consuming.

Easier to administer and

most
suited
for
selfadministered questionnaire.

If the list of responses is

not
comprehensive,
responses may often fail to
represent
the
respondents
point
of
views.

If used in interviews, less

skilled interviewer may be
engaged to do the job.

list

of
time-

If the list of responses is

long, the respondents may
be confused.

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

Comparative Evaluation of Various survey Methods.

________________________________________________________________________
Face-to-face Interview
Criteria
In-home/
MallTelephone
Mail
In-office
intercept
Interview
Survey
Flexibility of data collection
Diversity of questions
Sample control

High
High
Potentially
high
Control of data collection
Moderate to
environment
high
Response rate
High
Show of exhibits
Yes
Quantity of data
High
Anonymity of the respondents Absent
Access to sensitive information Low
Speed
Moderate
Cost
High
Potential interviewer bias
High

High
High
Moderate

Low
Moderate
Low

High

Moderate
Low
Moderate to
high
Moderate

High
Yes
Moderate
Absent
Low
Fast
Moderate
Moderate to

Moderate
No
Low
Moderate
High
Fast
Moderate
Moderate

Low
No
High
High
High
Slow
Low
Low

Low

Causal
Research/Experiments

Experimental research is where participants are

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

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

 The groups receive the specified treatment for an

equal amount of time during the semester.
The participants are measured for their performance
on the achievement test before and after the
programme so as to measure the gain.
In this experiment, the experimental or independent
variables is the method of instruction and the
dependent variable, is the achievement of students.
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

Specific hypothesis

Specific hypothesis

Researcher
manipulates at least 1
variable

Researcher
manipulates at least
1 variable

Assigns treatment at
random to each group
Has a control group
Cannot
assign
groups

randomly
subjects
to

Assigns treatment at
random to each group
Has a control group
Randomly
assigns
subjects to groups

Typically uses intact classes

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

Difference between Surveys

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