Difference between

Qualitative And Quantitative

research methods.

SESSION OBJECTIVES :
Introduction .
Scope .
Basic set of differences .
Effect of different variables.
Mode of conduct .
Case studies.

QUALITATIVE RESEARCH
METHOD.
Qualitative research is a method of inquiry employed in
many different academic disciplines, traditionally in the
social sciences, but also in market research and further
contexts.

Qualitative researchers aim to gather an in-depth
understanding of :

human behaviour and
the reasons that govern such behaviour.

The qualitative method investigates the why and how of
decision making, not just what, where, when. Hence, smaller
but focused samples are more often used than large sample
The qualitative method investigates the
- why
- how of decision making,
not just what, where, when.
QUANTITATIVE RESEARCH

Video Aid :

https://www.youtube.com/watch?v=d
dx9PshVWXI.
WHEN TO USE WHICH ?

SCOPE OF QUALITATIVE
RESEARCH :

Qualitative research is by definition exploratory, and
it is used when we dont know what to expect, to
define the problem or develop an approach to the
problem.

Its also used to go deeper into issues of interest and
explore nuances related to the problem at hand.

NATURE OF QUALITATIVE
RESEARCH :

Experiential understanding.

Generalizations .

Emphasis on interpretation.

Recognition of risks.
STEPS IN QUALITATIVE
RESEARCH :
1. Decide on a question you want to study.

2. Do a background literature review.

3. Choose a qualitative research methodology you want to use.

4. Collect your data.

5. Analyze your data.

QUALITATIVE RESEARCH
METHODOLOGIES

The various types are summarised below:

Market Research Depth Interviews
a single respondent is interviewed based on various themes and topics (can be
conducted either face to face or via the phone).

Market Research Paired Depths
the same as a depth interview but there are two respondents. Particularly useful
when ideas need to be 'bounced off' one another.

Triads
conducted with three respondents.



Market Research Mini-Groups
contain 4-5 respondents.

Focus Groups or Group Discussions
normally contain 8 respondents. With groups you benefit
from the interaction between the different personalities.

Market Research Observation
observing a respondent in their 'natural' environment.

Workshops
to elicit new ideas and to evaluate ideas
SCOPE OF QUANTITATIVE
RESEARCH:
Quantitative research is conclusive in its
purpose as it tries to quantify the problem and
understand how prevalent it is by looking for
projectable results to a larger population.

Here we collect data through surveys (online,
phone, paper), audits, points of purchase
(purchase transactions), and click-streams.
Common data collection methods used in
qualitative research are focus groups,
triads, dyads, in-depth interviews,
uninterrupted observation, bulletin
boards, and ethnographic
participation/observation.
NATURE OF QUANTITATIVE
RESEARCH :
Linear series of steps moving from theory to
conclusion.
Establishing the reliability and validity of
measurements .
It has been subjected to many criticisms by
qualitative researchers.
STEPS IN QUANTITATIVE
RESEARCH :

The main steps in quantitative research :

QUANTITATIVE RESEARCH
METHODOLOGIES :
The various types of are summarised below:

Face-to-Face Interviewing
either in the street or, for more complex projects, in people's homes.

Telephone Interviewing
a quick and cost effective way of achieving data.

Postal and Self-Completion Market Research
cheap but takes a relatively long time to collect data.

Omnibus Market Research Surveys
useful when only a few questions need to be asked. Questions are
attached to other larger surveys. Data is obtained at a low cost
DIFFERENCES :
Qualitative
Primarily exploratory
research.

Help understanding of
underlying reasons,
opinions.

Uncovers trends in thoughts
and opinions.


Quantitative
Secondary exploratory
research .

It is used to quantify the
problem by way of
generating numerical data
or data that can be
transformed into useable
statistics.
Cont..
Uses unstructured and
semi--structured
techniques.

Some common methods
include focus groups (group
discussions), individual
interviews, and
participation/observations .

Quantitative data collection
methods are much more
structured than Qualitative
data collection method.

Quantitative data collection
methods include various
forms of surveys online
surveys, paper
surveys, mobile surveys ,
face-to-face and telephone
interviews, website
interceptors, online polls,
and systematic observations
The sample size is
typically small, and
respondents are
selected to fulfil a given
quota .

It generalizes results
from a larger sample
population.
Case study : QUALITATIVE
RESEARCH
DJS Research Ltd have vast experience in conducting
qualitative market research and are able to adopt the
full range of qualitative methodologies, including :

Focus groups or group discussions/mini groups
Depth interviews
Observation
Telephone depth interviews
Online group discussions
Accompanied surfs/web enabled groups


Cont..
All qualitative research is carried out by our
own senior team of researchers (see people
for our profiles).

If you are unfamiliar with qualitative market
research we have outlined some background
information below...
Qualitative research aims to provide an
understanding of how or why things are as
they are.

For example, a Market Researcher may ask a
group of mobile phone users to explain how
they chose their tariff product and why they
chose that one. This discussion may cover
how they use their phone, how they get
information on mobile phone tariffs, how they
select a supplier and other things besides.

Unlike quantitative research there is no fixed set of
questions but, instead, a topic guide (or discussion
guide) is used to explore various issues in depth.

In qualitative research the discussion between the
interviewer (or moderator) and the respondent is
largely determined by the respondents own
thoughts and feelings.

The interview tends to be longer than a quantitative
interview and fewer interviews are conducted.
There are various types of qualitative research
methodologies:-

Research of this sort is mostly done face to face. One
of the best known techniques is the market research
focus group discussion.
These are usually made up of 6 to 8 targeted
respondents, a research moderator whose role is to ask
the required questions, draw out answers, and
encourage discussion, and an observation area usually
behind one way mirrors, and video and/or audio taping
facilities.
A series of market research focus groups are usually
conducted together - often around 4-6 per project.
In addition, qualitative market research can
also be conducted on a 'one on one' basis:-
i.e. an in-depth market research interview
with a trained executive interviewer and one
respondent, a paired depth (two
respondents), a triad (three respondents) or a
mini group discussion (4-5 respondents).

AN ACTUAL PRACTICAL
INCIDENT.
Xyz firm recently completed a qualitative
research study for a company looking to launch a new
colour version of its handheld computing device.

Our client's objectives were to evaluate end user
preference for colors, customer willingness to pay a
premium for their preferred color, and customer
reaction to transparent flip cover overlays.

The study called for a series of four focus groups in two
major cities.
A total of 39 qualified respondents participated in
the focus groups. Each respondent examined and
tested the device, then offered their personal
opinions, preferences and attitudes about price,
aesthetics and functionality.
After careful analysis of the viewpoints
expressed, our client was able to optimize the
look, feel and price point of the device. This type
of intuitive, highly subjective personal input can
only be obtained through qualitative research.

CASE STUDY: QUANTITATIVE
RESEARCH
a firm recently completed a quantitative
research study for a major
telecommunications company.
client's objective was to define their telecom
strategy of bundling local, long distance, cable,
and wireless services for the next decade.
In order to make prudent, actionable
recommendations, a large sample of
customers would have to be surveyed-a
perfect condition for a quantitative research
study.
The firm conducted over 1,800 telephone
surveys with small business and residential
customers, followed by a conjoint survey with
nearly 600 respondents. The successful
implementation of quantitative research gave
our client the sound, projectable data
necessary to define their long-term telecom
strategy

The firm conducted over 1,800 telephone
surveys with small business and residential
customers, followed by a conjoint survey with
nearly 600 respondents.
The successful implementation of
quantitative research gave our client the
sound, projectable data necessary to define
their long-term telecom strategy

AN ACTUAL PRACTICAL
INCIDENT
1. Question:
How many calories do Americans
consume per day?
Variable: Daily calorific intake
Group: Americans
2 .Question: How often do British
university students use
Facebook each week?

Variable : Weekly Facebook usage
Group : British university students.