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    Lecture 3 (Week 2)

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    Aiman

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    Lecture 3 (Week 2)

    Uploaded by

    Aiman
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    Copyright:

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    Download as pptx, pdf, or txt
    3 views30 pages

    Lecture 3 (Week 2)

    Uploaded by

    Aiman

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 30

    Quantitative &

    Qualitative Research
    Methods
    Introduction
    Week 1
    What is research?
    Research is the careful consideration of study regarding a particular
    concern or research problem using scientific methods.

    According to the American sociologist Earl Robert, “research is a


    systematic inquiry to describe, explain, predict, and control the observed
    phenomenon.”
    TYPES OF BUSINESS RESEARCH: APPLIED AND BASIC
    ● Applied research is research that seeks to answer a question in the real
    world and to solve a problem. For instance, a company may hire an applied
    researcher to look into the best way of hiring applicants and placing
    employees in connection with the organization’s various positions.

    ● Basic research is research that fills in the knowledge we don't have; it tries
    to learn things that aren't always directly applicable or useful immediately.
    For instance, a university professor may be interested in investigating the
    factors that contribute to absenteeism as a matter of mere academic
    interest.
    Research is conducted with a purpose to:
    ● Identify potential and new customers
    ● Understand existing customers
    ● Set realistic goals
    ● Develop productive market strategies
    ● Address business challenges
    ● Put together a business expansion plan
    ● Identify new business opportunities
    Types of research methods and Examples
    ● Qualitative methods
    Qualitative research is a method that collects data using conversational
    methods, usually open-ended questions. The responses collected are
    essentially non-numerical. This method helps a researcher understand what
    participants think and why they think in a particular way.

    Types of qualitative methods include:

    • One-to-one Interview
    • Focus Groups
    • Text Analysis
    • Case Study
    Quantitative Methods
    ● Quantitative methods deal with numbers and measurable forms. It
    uses a systematic way of investigating events or data. It answers
    questions to justify relationships with measurable variables to
    either explain, predict, or control a phenomenon.

    Types of quantitative methods include:

    • Survey research
    • Descriptive research
    • Correlational research
    ● Research Objective
    ● Qualitative Research: Explores and understands complex phenomena
    through in-depth examination of experiences, perceptions, and behaviors.
    ● Quantitative Research: Aims to quantify relationships, patterns, and trends
    using numerical data, seeking statistical associations.

    ● Data Types
    ● Qualitative Research: Involves non-numeric data such as words, images, or
    observations.
    ● Quantitative Research: Utilizes numeric data, often collected through
    structured surveys, experiments, or observations.
    ● Sample Size
    ● Qualitative Research: Employs smaller, purposive samples for depth of
    understanding.
    ● Quantitative Research: Requires larger, random or stratified samples for
    statistical validity.

    ● Analysis Approach
    ● Qualitative Research: Analyzes thematically, identifying patterns and trends
    subjectively.
    ● Quantitative Research: Uses statistical analyses to identify relationships
    objectively.
    ● Flexibility
    ● Qualitative Research: More flexible, adapting to emerging insights during
    the study.
    ● Quantitative Research: Follows a predetermined design for objectivity and
    replicability.

    ● Generalization
    ● Qualitative Research: Context-specific findings may not be easily
    generalized.
    ● Quantitative Research: Aims for generalizability to larger populations
    through statistical inference.
    ● Subjectivity vs. Objectivity

    ● Qualitative Research: Acknowledges subjectivity, involves interpretation.


    ● Quantitative Research: Strives for objectivity, minimizing researcher bias.

    ● Conclusion
    ● Both approaches have their strengths. Choosing between qualitative and
    quantitative research depends on the research question, goals, and
    available resources.
    Process of Business Research
    ● 1. Literature Review:
    ● What to do: Conduct a comprehensive review of existing literature
    related to the research topic, identifying key theories, concepts, and
    methodologies used by other researchers. Analyze the gaps,
    controversies, or areas where further investigation is needed.
    ● Why: Establish a theoretical foundation for the study by
    understanding what is already known. This step helps in refining the
    research question and ensuring that the study contributes to
    existing knowledge.
    Process of Business Research
    ● 2. Concepts and Theories:

    ● What to do: Define and explain core concepts and theories relevant
    to the research. Develop a conceptual framework to guide the
    study.

    ● Why: Provide a theoretical lens through which the research will be


    conducted. This framework shapes the study's direction, ensuring a
    solid theoretical basis for analysis and interpretation.
    Process of Business Research
    ● 3. Research Questions:

    ● What to do: Formulate clear and focused questions that the


    research aims to answer, ensuring alignment with the study's
    objectives.

    ● Why: These questions act as a roadmap, guiding the research


    process. They help in maintaining focus, shaping the research
    design, and determining the scope of the study.
    Process of Business Research
    ● 4. Sampling:

    ● What to do: Define the target population, choose a sampling


    method, and select participants or entities based on the chosen
    method.

    ● Why: This step ensures that the sample is representative of the


    broader population, enhancing the generalizability of the research
    findings to a larger context.
    Process of Business Research
    ● 5. Data Collection:

    ● What to do: the process of gathering and measuring information on


    variables of interest, in an established systematic manner that
    enables one to answer stated research questions, test hypotheses,
    and evaluate outcomes.

    ● Why: Data collection provides the information that's needed to


    answer questions, analyze business performance or other
    outcomes, and predict future trends, actions and scenarios.
    Process of Business Research
    ● 6. Data Analysis:

    ● What to do: The process of systematically applying statistical and/or


    logical techniques to describe and illustrate, summarize and recap,
    and evaluate data.

    ● Why: Data analytics is important because it helps businesses


    optimize their performances.
    Process of Business Research
    ● 7. Writeup / Conclusion:

    ● What to do: Summarize key findings from the analysis and relate
    them back to the research questions.

    ● Why: Formulating clear and concise conclusions is essential for


    communicating the outcomes of the research. This step ensures
    that the study's objectives are addressed and contributes to the
    body of knowledge in the field.
    Research ‘Musts’
    ● Problem must be clearly recognized
    ● Determine information already available and what
    further information is required, as well as the best
    approach for obtaining it
    ● Obtain and assess information objectively to help inform
    the decision
    Inductive vs Deductive Methods
    Inductive methods analyze an observed event, while deductive
    methods verify the observed event.

    Inductive approaches are associated with qualitative research, and


    deductive methods are more commonly associated with quantitative
    analysis.

    Inductive Research: From specific observations to general theories.


    Deductive Research: From general theories or hypotheses to specific
    observations.
    Inductive vs Deductive Methods
    Inductive methods analyze an observed event, while deductive
    methods verify the observed event.

    Inductive approaches are associated with qualitative research, and


    deductive methods are more commonly associated with quantitative
    analysis.

    Inductive Research: From specific observations to general theories.


    Deductive Research: From general theories or hypotheses to specific
    observations.
    Research Scenario Match-Up
    Launching a New Product:

    Scenario: Your company is planning to launch a new


    beverage in the market. Explore the most effective way to
    advertise and promote the product.
    Launching a New Product:

    Scenario: Your company is planning to launch a new


    beverage in the market. Explore the most effective way to
    advertise and promote the product.

    Research Method: Qualitative


    Reasoning: Conduct focus groups or in-depth interviews to explore
    consumer perceptions, preferences, and emotional responses to the
    new product.
    Exploring Customer Satisfaction:

    Scenario: Your company wants to understand the satisfaction


    levels of customers who recently purchased a particular
    product. Identify areas of improvement and gather feedback.
    Exploring Customer Satisfaction:

    Scenario: Your company wants to understand the satisfaction


    levels of customers who recently purchased a particular
    product. Identify areas of improvement and gather feedback.

    Research Method: Quantitative


    Reasoning: Use surveys to gather quantifiable data on customer
    satisfaction levels, allowing for statistical analysis and the
    identification of specific areas for improvement.
    Assessing the Impact of a Training Program:

    Scenario: Your organization recently implemented a training


    program for employees. Determine the effectiveness of the
    training program and its impact on job performance
    Assessing the Impact of a Training Program:

    Scenario: Your organization recently implemented a training


    program for employees. Determine the effectiveness of the
    training program and its impact on job performance

    Research Method: Quantitative


    Reasoning: Implement pre- and post-training surveys to
    quantitatively measure changes in knowledge, skills, and job
    performance.

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