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Qualitative and
QuantitativeResearch
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LEARNING OUTCOMESLEARNING OUTCOMES
1. List and understand the diferences betweenqualitative research and quantitative research
2. Understand the role o qualitative research in
exploratory research designs3. Describe the basic qualitative research
orientations
. !repare a ocus group interview outline
". #ecogni$e co%%on qualitative research toolsand &now the advantages and li%itations otheir use
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Flowchart of the
Business
Researchrocess
'ote( Dia%ond)shaped boxes indicate stages in the research process in which a choice o one or%ore techniques %ust be %ade. *he dotted l ine indicates an alternative path that s&ipsexploratory research.
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+hat is ,ualitative#esearch-
• ,ualitative business research – #esearch that addresses business obectives
through techniques that allow the researcher toprovide elaborate interpretations o pheno%ena
without depending on nu%erical %easure%ent• /ts ocus is on discovering true inner %eanings and
new insights.
• #esearcher)dependent
– #esearcher %ust extract %eaning ro%unstructured responses such as text ro% arecorded interview or a collage representing the%eaning o so%e experience.
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Uses o ,ualitative #esearch
• ,ualitative research is useul when( – /t is di0cult to develop specic and actionable
decision state%ents or research obectives.
– *he research obective is to develop a detailed
and in)depth understanding o so%e pheno%ena. – *he research obective is to learn how a
pheno%enon occurs in its natural setting or tolearn how to express so%e concept in colloquialter%s.
– *he behavior the researcher is studying isparticularly context)dependent.
– resh approach to studying the proble% isneeded.
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,ualitative versus4,uantitative #esearch
• ,uantitative business research – Descriptive and conclusive
• ddresses research obectives through e%piricalassess%ents that involve nu%erical %easure%ent
and statistical analysis.
• ,ualitative business research – 5xploratory
• Uses s%all versus large sa%ples• s&s a broad range o questions versus structured
questions
• 6ubective interpretation versus statistical analysis
7 i , li i d
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7o%paring ,ualitative and,uantitative #esearch
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7ontrasting 5xploratory and7onr%atory #esearch
• ,ualitative data
– Data that are not characteri$ed by nu%bersbut rather are textual8 visual8 or oral.
• 9ocus is on stories8 visual portrayals8 %eaningulcharacteri$ations8 interpretations8 and otherexpressive descriptions.
• ,uantitative data
– #epresent pheno%ena by assigningnu%bers in an ordered and %eaningul way.
i t 7 ti
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DESCRIPTIVE
RESEARCH
EXPLORATORY
RESEARCH
CAUSAL
RESEARCH
ppropriate 7onguration othe *hree :ethods in
research
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5xploratory #esearch
• !"#ective( *o provide insights andunderstanding
• $haracteristics( /nor%ation neededis dened loosely. #esearch process is;exible and unstructured. 6a%ple iss%all.
• Findings( *entative• !utcome(
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Descriptive #esearch
• !"#ective( *o describe %ar&etcharacteristics
• $haracteristics( /nor%ationneeded is largely dened.#esearch process is or%al and
structured. 6a%ple is large.• Findings( 7onclusive
• !utcome( 9indings are used as
input o decision %a&ing
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7ausal #esearch
• !"#ective( Deter%ine cause andefect relationship.
• $haracteristics( /nor%ationneeded is clearly dened. #esearchprocess is or%al and structured.6a%ple is large.
• Findings( 7onclusive
• !utcome( 9indings are used as
input o decision %a&ing
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,ualitative #esearch=rientations
• :aor =rientations o ,ualitative#esearch
1. !heno%enology>originating in philosophy
and psychology
2. 5thnography>originating in anthropology
3. originating in sociology
. 7ase studies>originating in psychologyand in business research
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+hat /s a !heno%enologicalpproach to #esearch-
• !heno%enology – philosophical approach to studying
hu%an experiences based on the idea
that hu%an experience itsel isinherently subective and deter%ined bythe context in which people live.
– 6ee&s to describe8 re;ect upon8 and
interpret experiences. – #elies on conversational interview tools
and respondents are as&ed to tell a storyabout so%e experience.
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+hat /s ?er%eneutics-
• ?er%eneutics
– n approach to understandingpheno%enology that relies on analysis o
texts through which a person tells a storyabout hi%) or hersel.
• ?er%eneutic Unit
– text passage ro% a respondent@s storythat is lin&ed with a &ey the%e ro% withinthe respondent@s story or provided by theresearcher.
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+hat /s 5thnography-
• 5thnography
– #epresents ways o studying culturesthrough %ethods that involve beco%ing
highly active within that culture.• !articipant)observation
– n ethnographic research approach where
the researcher beco%es i%%ersed withinthe culture that he or she is studying anddraws data ro% his or her observations.
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Aideo 7lip on 5thnography
%hat &eo&le are reall' doing *his is a 2B)%inute docu%entary8 createdby //* /nstitute o Design students8 which
introduces so%e &ey concepts andapproaches or efective user observation.
http(CCblog.usabilla.co%Ctop)ethnographic)research)videosC
http://blog.usabilla.com/top-ethnographic-research-videos/http://blog.usabilla.com/top-ethnographic-research-videos/http://blog.usabilla.com/top-ethnographic-research-videos/http://blog.usabilla.com/top-ethnographic-research-videos/
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+hat /s
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+hat re 7ase 6tudies-
• 7ase 6tudies
– *he docu%ented history o a particularperson8 group8 organi$ation8 or event.
• *he%es
– re identied by the requency withwhich the sa%e ter% Eor a synony%F
arises in the narrative description.
7o%%on ,ualitative #esearch
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7o%%on ,ualitative #esearch *ools
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9ocus
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9ocus
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*he 9ocus
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9ocus
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!lanning a 9ocus
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Discussion
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9ocus
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Aideoconerencing
• Aideoconerencing
– :anagers can watch on televisionrather than having to ta&e a trip to a
ocus group acility.
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/nteractive :edia and =nline9ocus
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=nline Aersus 9ace)to)ace9ocus
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Disadvantages o 9ocus
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Depth /nterviews
• Depth interview – one)on)one interview between a proessional
researcher and a research respondentconducted about so%e relevant business or
social topic.• Laddering
– particular approach to probing as&ingrespondents to co%pare diferences betweenbrands at diferent levels.
– !roduces distinctions at the(• attribute level• benet level• value or %otivation level
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7onversations
• 7onversations – n inor%al qualitative data)gathering approach
in which the researcher engages a respondentin a discussion o the relevant subect %atter.
• 6e%i)structured interviews – +ritten or% and as& respondents or short
essay responses to specic open)endedquestions.
– dvantages
• n ability to address %ore specic issues• #esponses are easier to interpret• +ithout the presence o an interviewer8 se%i)
structured interviews can be relatively cost efective
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6ocial 'etwor&ing
• =ne o the %ost i%pactul trends in recentti%es. – 9or %any8 social networ&ing sites have beco%e
the pri%ary tool or co%%unicating with riendsboth ar and near and &nown and un&nown.
• :y6pace
• 6econd Lie
• Jebo
• large portion o this inor%ation discusses
business and consu%er)related inor%ation. – 7o%panies %onitor these sites or inor%ation
related to their brands.
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9ree)ssociation and 6entence7o%pletion :ethods
• 9ree)association techniques – #ecord a respondent@s rst cognitive
reactions Etop)o)%indF to so%e sti%ulus.
– llow researchers to %ap a respondent@sthoughts or %e%ory.
• 6entence co%pletion – People who drink beer are
– A man who drinks light beer is – Imported beer is most liked by
– The woman drinking beer in the commercial
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=ther *echniques
• =bservation – 9ield notes
• *he researcher@s descriptions o what actuallyhappens in the eld.
• *hese notes then beco%e the text ro% which%eaning is extracted.
– dvantageous or gaining insight into thingsthat respondents cannot or will not verbali$e.
• 7ollages – #espondents prepare a collage to represent
their experiences. – naly$ed or %eaning.
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=ther *echniques Econt@dF
• !roective #esearch *echniques
– n indirect %eans o questioningenabling respondents to proect belies
and eelings onto a third party8 aninani%ate obect8 or a tas& situation.
– !articularly useul in studying sensitiveissues.
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=ther *echniques Econt@dF
• *he%atic pperception *est E**F
– !resents subects with an a%biguouspictureEsF in which consu%ers and
products are the center o attention. – /nvestigator as&s the subect to tell what
is happening in the pictureEsF now andwhat %ight happen next.
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EXHIBIT 7.5 An Example of a ** !icture
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5xploratory #esearch in6cience and in !ractice
• :isuses o exploratory and qualitativeresearch – /nterpretation
• ,ualitative research cannot draw conclusivereerences.
– #eplicability• +hen the sa%e conclusion is reached based
on another researcher@s interpretation. – :otivational research4 era• !roduced so%e interesting and bi$arre
reasons or consu%er@s behavior
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Iarriers to 6cientic Decisions
motionmotion
imeime Mone'Mone'
BusinessBusinessDecisionsDecisions
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LEARNING OUTCOMESLEARNING OUTCOMES
1. Discuss the advantages and disadvantages osecondary data
2. Dene types o secondary data analysis
conducted by business research %anagers3. /dentiy various internal and proprietary sources
o secondary data
.
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6econdary Data #esearch• 6econdary Data
– Data gathered and recorded byso%eone else prior to and or a purposeother than the current proect.
K dvantagesdvantages vailablevailable
9aster and less9aster and less
expensive thanexpensive than
acquiring pri%ary dataacquiring pri%ary data
#equires no access to#equires no access tosubectssubects
/nexpensive>/nexpensive>
govern%ent data isgovern%ent data is
oten reeoten ree
:ay provide:ay provide
K DisadvantagesDisadvantages Uncertain accuracyUncertain accuracy
Data not consistent withData not consistent with
needsneeds
/nappropriate units o/nappropriate units o
%easure%ent%easure%ent
*i%e period *i%e period
inappropriate EoutdatedFinappropriate EoutdatedF
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Is it possible to go to the
original data source?
5valuating 6econdary Data
6 d D t # h
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6econdary Data #esearchEcont@dF
• Data conversion
– *he process o changing the original or%o the data to a or%at suitable to achieve
the research obective• lso called data transor%ation
• 7ross)chec&s
– *he co%parison o data ro% one sourcewith data ro% another source todeter%ine the si%ilarity o independentproects.
v
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vor 6econdary)Data
6tudies
*ypical =bectives or
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*ypical =bectives or6econdary)Data #esearch
Designs• 9act 9inding – /dentication o consu%er behavior or a
product category
– *rend nalysis• :ar&et trac&ing>the observation and analysis
o trends in industry volu%e and brand shareover ti%e.
– 5nviron%ental 6canning• /nor%ation gathering and act)nding that is
designed to detect indications o environ%entalchanges in their initial stages o develop%ent.
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:odel Iuilding
Anal'sis of radeAnal'sis of rade
Areas and SitesAreas and Sites
stimatingstimating
Mar*et otentialMar*et otentialForecastingForecasting
SalesSales
ModelModelBuildingBuilding
7lassication o secondary
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7lassication o secondarydata
• /nternal data E7o%pany databaseF
– /dentication E'a%e8 address8 telephoneF
–De%ographic data E6ex8 age8 inco%e8occupation etc.F
–:onthly purchase and other internal ino.
• 5xternal data Epublished sourcesF –=nline and internet database
–!rinted %aterial
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:ar&et !otential or Ieer in 9our 7ountries
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6ales 9orecast Using 6econdary Data and :oving verages
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6econdary Data or 7alculating an /ndex o #etail 6aturation
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Data :ining
• Data :ining
– *he use o powerul co%puters to digthrough volu%es o data to discover
patterns about an organi$ation@s custo%ersand products applies to %any diferentor%s o analysis.
• 'eural 'etwor&
– or% o articial intelligence in which aco%puter is progra%%ed to %i%ic the waythat hu%an brains process inor%ation.
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Data :ining Econt@dF
• :ar&et)Ias&et nalysis
– or% o data %ining that analy$esanony%ous point)o)sale transaction
databases to identiy coinciding purchasesor relationships between products purchasedand other retail shopping inor%ation.
• 7usto%er Discovery
– /nvolves %ining data to loo& or patternsidentiying who is li&ely to be a valuablecusto%er.
Database :ar&eting and
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Database :ar&eting and7usto%er #elationship
:anage%ent• Database :ar&eting – *he use o custo%er relationship %anage%ent
E7#:F databases to pro%ote one)to)onerelationships with custo%ers and create
precisely targeted pro%otions.
– *he practice o %aintaining a custo%er databaseo(
• 'a%es and addresses
• !ast purchases
• #esponses to past eforts
• Data ro% nu%erous other outside sources
6ources o /nternal
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6ources o /nternal6econdary Data
• /nternal and !roprietary Data
– ccounting inor%ation
– 6ales inor%ation and bac&orders – 7usto%er co%plaints8 service records8
warranty card returns8 and other
records. – /ntranets
5xternal 6econdary Data
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5xternal 6econdary Data6ources
• 5xternal Data –
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7o%%ercial 6ources
• :ar&et)share data
• De%ographic and census updates
• 7onsu%er attitude and public opinionresearch
• 7onsu%ption and purchase behaviordata
• dvertising research
6ingle 6ource and
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6ingle)6ource and
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5xa%ples o 6ingle 6ourceDatabases
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Reea!"# Snap#o$% A!o&n' $#e (o!l' of )a$a