QUALITATIVE AND

QUANTITATIVE RESEARCH
 INTERNAL MARKS ASSESSMENT

 ATTANDENCE- 10 marks
 ASSIGNMENTS- 1Omarks
 CASE STUDIES -10 marks
 PRESENTATIONS -10 marks
 CLASS TESTS- 10 marks
 TOTAL LECTURES-10
(July to September)

1. Introduction to Marketing Research

2. Quantitative and Qualitative methods-Case Study method in marketing research
3. Research Design, Attitude measurement and scaling
4. Data collection, Sample and Sample Distribution
5. Testing of hypothesis
6. Univariate and Multivariate Analysis
7. Applications of Marketing research
8. Product research and Consumer research
9. Distribution research and advertising research
10. Motivation research and report writing
 MARKETING RESEARCH
PROCESS
1. Information 4. Plan and do
Need Felt Secondary Research

2. Define the 5. Plan and do

Research Primary Research
Objective

3. Design the 6. Tabulation

Research and Analysis
Methodology
7. Report Writing
and Presentation

8. Marketing Action
Quantitative and Qualitative
research
Quantitative Research Approach
-Paradigm
 “logical positivism”. This paradigm maintains that
truth is absolute and consists of a single reality
that can be determined by careful measurement.

 The researchers believe that phenomena are

best understood by examining their component
parts and the relationship between these parts,
this is often referred to as a reductionistic
perspective.
 Purpose

 Quantitative researchers are particularly interested

in discovering cause-and effect relationships and
generating data that allow outcomes to be predicted.
 An additional purpose of quantitative research is to
generalize sample findings to more broadly defined
populations.
• What causes?
• Which treatment for ---- is more effective?
• Characteristics
• Factors associated
• Predict the outcome
 Strategies

defines how the variables of interest will be measured (i.e.

develops operational definitions for the variables), collects
and quantifies (i.e, assigns numerical values to) the data,
and then analysis the data by means of statistical
procedures.
 Quantitative studies are characterized by relatively
structured designs and data-collection methods (example
surveys, structured interviews, or structured observations)
and relatively large samples.

 Sample size is predetermined by taking into account the

statistical techniques that will be used to analyse the study
data.
 Strategies- Contd…

 Subjectivity is taboo in quantitative

research and is viewed as a source of
bias.
 The numerical data and statistical findings
generated in a quantitative study are seen
as ensuring objectivity and replicability.
 Limitations
Quantitative research is associated with the following
limitations;
 The high degree of control in many quantitative studies may
compromise real-world generalisability of findings.
 Quantitative data can provide a rather superficial view of
what is being studied because breadth of investigation and
coverage of an issue are emphased over depth of coverage
of a phenomenon.
 Numbers and statistics may create only an illusion of
objectivity. That is, numbers can be manipulated and
statistical findings can be interpreted inappropriately, thus
leading to a biased response to a problem or issue.
 The results section of a quantitative study, which is usually
replete with reports of statistical analysis, can be difficult to
read.
 Qualitative approach
 It involves the collection of extensive narrative data
in order to gain insights into phenomena of interest
 data analysis includes the coding of the data and
production of a verbal synthesis (inductive
process)
 Paradigm
 truth is dynamic and can be found only by studying persons
as they interact “as unitary (beings) in mutual process with
the Universe”.
 Qualitative researchers believe that the basis of knowing is
meaning, discovery, words, and uniqueness
 The logic of quantitative approaches, thus, is that there is
not a singly reality and there are no categories or norms for
comparison. Rather, reality is fluid and different for each
person and has meaning only within a given situation or
context.
 Qualitative research then is research “from and of the
perspective of the subjects under study”
 Strategies
 Rather than being predetermined as it is in a quantitative
study, the design in a qualitative study is evolving and
flexible.
 The researcher functions is the data collection
instrument and collects narrative data from a small,
purposively chosen sample.
 Sample size is determined by informational “adequacy or
saturation” during the data collection process
 Samples of six to ten individuals are common in
qualitative studies.
 Typical data-collection strategies include observation,
interview, and document review.
 Purpose
 to discover, explore and describe phenomena.
 to identify the dimension of the phenomenon under
study from the subject’s viewpoint in order to interpret
the totality of the phenomenon
 greatest contribution in areas in which little research
has been done and theory testing cannot be carried
out because the variables related to the concept of
interest have not yet been identified.
 What is going on here?
 What does -----mean to those experiencing it?
 How do people go about adapting to…?
 What process do people use to cope with?
 Strategies
 Where as quantitative researcher
emphasis objectivity, a qualitative
researcher relies on subjectivity to
enhance a study. Indeed, the researcher’s
(subjective) field notes become part of the
data set in a qualitative study.
 Types of qualitative research
 The types of qualitative research used most frequently by
researchers are phenomenology, ethnography, and
grounded theory.

Phenomenology
 It is specific type of qualitative research that attempts to
provide insider information and develop understanding
about lived experiences
 Focus: develop understanding about lived experiences
 Generic question: what is the structure and essence of this
experience?
 Methods: unstructured interviews; inductive analysis
 Out come: a description of subjects’ personal meanings of a
experience.
 Types of qualitative research
Ethnography
 Focus: provide understanding of cultural norms, rules
(survival skills or behaviour), and values.
 Generic question: what is the culture of this group of
people? How do they behave, and the way they do?
 Methods: participant observation, interviews, document
review.
 Out come: a guide for reorganizing needs; information
about survival skills.
 Types of qualitative research
Grounded theory
 Focus: eliciting and describing the psychological and social process
that people use to help them make sense of their world and handle
problematic situations.
 Generic question: what is the experience of (population of interest)
with?
 What is the basic social process of ….?
 Methods: participant observation, interviews, document review.
 Out come: a substantive theory
 Limitations
 The following characteristics are usually identified
as limitations of qualitative research
 Qualitative studies are generally very time-
consuming to conduct
 Though findings may be selectively transferable,
they are not generalisable in the traditional sense.
 Because of the subjective and context –
dependent nature of qualitative data, findings are
not replicable.
 Because they are not replicable, qualitative
findings can be hard to sell to decision makers.
 Stereotype of Quantitative and Qualitative research
Characteristic Quantitative Qualitative
Reality Stable Personal contextual
Data Numbers hard data Words soft data
Perspective Outsider Insider
Approach to Reductionistic Contextual holistic
knowing
Research Objective, rational empirical Subjective intuitive
approach
Research Controlled, laboratory Naturalistic, fieldwork
conditions
Goal Verification, test Discovery, generate
hypotheses hypotheses
Methods Measurement Description
Data analysis Deductive ; statistics Inductive, intuitive; themes
Outcome Facts Meaning, understanding
Findings / Replicable; reliable; Valid, creditable,
results generalisable transferable.
 Choosing a research approach: personal preference consideration
If you prefer to explore Then choose a
Incidence Quantitative approach
Performance
Facts
Relationships
Cause and effect
Meaning
Experience Qualitative approach
Understanding
Culture
Adaption
Processes
If you prefer to Then choose a
Create questionnaires Quantitative approach
Design interventions, develop protocols
Work with numbers
Write concise, factual reports
Talk and listen Qualitative approach
Search for meaning in words
Write expressive essays and stories
 TYPES OF QUALITATIVE
RESEARCH
 In-depth Interviews
 Focus Group Discussions
 Case study
 CASE STUDY METHOD IN
MARKETING RESEARCH
 The case method places the student in a
simulated business environment to make a
set of decisions
 The goal is not to develop a set of right
answers but to learn to reason well with
the data available. This process is truly
learning by doing.
 A Good Case Study Method
 Be Complete
 Avoid restating facts
 Make reasonable assumptions
 Don’t confuse symptoms with problems
 Don’t confuse opportunities with faking
actions
 Deal with objectives realistically
 Recognize alternatives
 Don’t be assertive
 Discuss the pros and cons of each
alternative
 Make effective use of functional and other
quantitative information
 Reach a clear decision
 Make good use of evidence developed in
your situation analysis
 Outline for Case-study Method
1. Situation Analysis
 Extent of demand
 Nature of competition
 Environmental climate
 Stage of product life-cycle
 Cost structure of the industry
 Skills of the firms
 Financial resources of the firm
 Distribution structure
 Problems and opportunities
 Key problem areas
 Key opportunities
 On balance, the situation is.
 Generation and evaluation of
alternative marketing program
 Objectives defined
 Marketing mix/ program decision
 Decision
 Hints for solving cases
 Read the case material twice
 Underline the important statements and
data
 Take notes of key issues, problems,
organizational reactions, individual
reactions.
 Do not underline unrealistic assumptions
 Read each question twice
 Two question will have different answers
so do not give similar answer
 Ensure that your response is accurate,
bold and clear
 How to analyze the market
potential for a product.
 See yourself as consultant.

 Steps in a Survey Project.


1) Decide on your survey goal (what you what to learn)
2) Determine your sample (who you will ask)
3) Select interviewing methodology (how you will ask the questions)
4) Design you questionnaire
5) Pre-test the questionnaire (known as piloting)
6) Administer the interviews (ask the questions)
7) Enter the data (collect/record the answers)
8) Analyze the data
9) Present the data

You are not to carry out an actual segmentation of the market when analyzing
the market potential for a product.
 The primary determinants of demand

1. Quantitative conditions-
 Number of people
 Households
 Occupation
 Distribution of income
 Age
 gender distribution - tendency
2. Qualitative conditions-

 Buying behaviour

 Attitude towards/opinion of product category


-here you want to deal with details and really work with the
material you gathered:

 1)questionaires
 2)interviews
 3)observations
 4)surveys.
The secondary determinants of demand

 Present competitive situation

 Competitor description (not who to work with)

 Distribution: How are similar products distributed in

the market (connect this with the customers' buying
behavior and the behaviour of the competitors)
You are not to give suggestions of distribution
form/channels or discuss how the company may
survive this competitive situation.
 The Tertiary determinants of demand

-Relevant macro economic conditions:

culture, economy, political situation,
legal aspects etc.

 -Seasonal fluctuations

 -Porter's 5 forces
 1) Make sure to be specific in what you are asking.
2) Do research on what you are writing and then later on do
interviews.
3) Observations "the actions of noticing things carefully"
Secretive - where the subject are unaware they are being
observed.
Non-participatory - subjects are aware but experimenter takes
no part.
Participatory - where the subject and the experimenter interact.
(I see you brought milk....WHY?)
 4. It depends on the product and the market which determinants of
demand are important or relevant. A good idea would be to explain
why?

 5. If you are writing the report/assignment for a particular company

you should keep in mind that your answer should be just as useful for
other companies within that line of in industry.

 6. Take care with your sources - they may not all be objective, so you
should make sure that you get information from more than one source
and you should also include a discussion of the reliability of your
data.

 7. You are NOT to put forward any suggestions or solutions /(e.g.

target groups/segments or suggestions to the parameter mix). This is
how an analysis of the market potential should be designed - nothing
else.
 ASSIGNMENT
 Determine the market potential of a
company coming out with new insurance
policy clubbed with pension planning.