Your SlideShare is downloading. ×
0
QUALITATIVE & QUANTITATIVE
RESEARCH

Presented By:-

Guided by:-
OVERALL FRAMEWORK
KEEP IN MIND THAT …
• Qualitative research
generally deals in words,
images and the subjective

• Quantitative research
ge...
QUALITATIVE RESEARCH
Agenda
Definition
 When to
use?
Types
FOCUS GROUPS
IN DEPTH
INTERVIEW
PROJECTIVE TECH.

Pros&C...
QUALITATIVE RESEARCH
• Identification of a given question; opportunity
or information requirements
• Interest in obtaining...
QUALITATIVE RESEARCH
FOCUS GROUPS
Agenda
Definition
 When to
use?
Types
FOCUS GROUPS
IN DEPTH
INTERVIEW
PROJECTIVE T...
QUALITATIVE RESEARCH
FOCUS GROUPS
QUALITATIVE RESEARCH
FOCUS GROUPS
ADVANTAGES

DISADVANTAGES

Synergy

Representativeness

Spontaneity

Misjudgement

...
QUALITATIVE RESEARCH
IN-DEPTH INTERVIEW
Characteristics:
Agenda
Definition
 When to
use?
Types
FOCUS GROUPS
IN DEPTH
...
QUALITATIVE RESEARCH
IN-DEPTH INTERVIEW
Applications:
-Interviews with professionals
-Interviews with witnesses
-When deta...
QUALITATIVE RESEARCH
IN-DEPTH INTERVIEW
ADVANTAGES

DISADVANTAGES

Concentrated

Expensive

issue maximum probing
Free ...
QUALITATIVE RESEARCH
PROJECTIVE TECHNIQUE
Definition:*
Agenda
Definition
 When to
use?
Types
FOCUS GROUPS
IN DEPTH
IN...
QUALITATIVE RESEARCH
PROJECTIVE TECHNIQUES
Projective Techniques

Word Association

Sentence Completion Tests

Cartoon Tes...
QUALITATIVE RESEARCH
PROJECTIVE TECHNIQUES
Types:
1. Word Association
Customers are required to show response
to the conce...
QUALITATIVE RESEARCH
PROJECTIVE TECH.
2. Sentence Completion
Customers are required to complete
sentences or stories in th...
QUALITATIVE RESEARCH
PROJECTIVE TECH.
3. Cartoon Tests
QUALITATIVE RESEARCH
PROJECTIVE TECH.
4. Role Playing
• Respondents are asked to assume the
behavior of someone else
• Use...
QUALITATIVE RESEARCH
PROJECTIVE TECH.
5. Third Person
Way of learning respondents feelings or
opinions by asking them to a...
QUALITATIVE RESEARCH
PROJECTIVE TECH.
6.Picture Interpretation
A technique whereby respondents are shown a
picture and are...
QUALITATIVE RESEARCH
PROJECTIVE TECH.
ADVANTAGES

DISADVANTAGES

Elicit

Participation

responses that
subjects would be...
QUANTITATIVE RESEARCH SURVEY
SURVEY METHOD:
• STRUCTURED QUESTIONNAIRE
• GIVEN TO A SAMPLE OF A POPULATION
• DESIGNED TO G...
QUANTITATIVE RESEARCH SURVEY
Survey
Methods

Telephone

Personal

In-Home

Traditional
Telephone

By
appointment

Computer...
QUANTITATIVE RESEARCH - EXPERIMENTATION
EXPERIMENTATION METHOD:
• Scientific investigation in which
• an investigator mani...
QUANTITATIVE RESEARCH
ADVANTAGES

DISADVANTAGES

Specific

Limited

research

problem
Clear independent and
dependent v...
COMPARISON OF
QUALITATIVE-QUANTITATIVE RESEARCH
CHARACTERISTICS

Research
Objectives

QUALITATIVE
QUANTITATIVE
Discovery o...
COMPARISON OF
QUALITATIVE-QUANTITATIVE RESEARCH
contd.
Time Of
Execution

QUALITATIVE
Short Time
Frames

QUANTITATIVE
Usua...
SUMMARY
• Qualitative methods focus on generating exploratory
initial/progressive insights into questions and problems
• D...
SUMMARY
• Quantitative Research is interested in using formalised,
standard structured questioning, whereby response optio...
Reference:
1:Reasearch Methodology By
C.R.Kothari
THANK YOU…….
Upcoming SlideShare
Loading in...5
×

Rahul's research

660

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
660
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
13
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Quantitative research focuses on the left brain - objective, comfortable with logic, numbers, and unchanging static data and detailed, convergent reasoning rather than divergent reasoning. Qualitative research deals with the right brain - the hemisphere accountable for processing data as words, emotions, feelings, emotions, colour, and music.
  • Transcript of "Rahul's research"

    1. 1. QUALITATIVE & QUANTITATIVE RESEARCH Presented By:- Guided by:-
    2. 2. OVERALL FRAMEWORK
    3. 3. KEEP IN MIND THAT … • Qualitative research generally deals in words, images and the subjective • Quantitative research generally deals in numbers, logic and the objective
    4. 4. QUALITATIVE RESEARCH Agenda Definition  When to use? Types FOCUS GROUPS IN DEPTH INTERVIEW PROJECTIVE TECH. Pros&Cons • Research used in range of activities from exploratory designs to means of completing explanations • Qualitative research assumes that people have meaningful actions or experiences that can be interpreted
    5. 5. QUALITATIVE RESEARCH • Identification of a given question; opportunity or information requirements • Interest in obtaining insights for motivational /social (group) or emotional and attitudinal (individual) factors • In IR: primary data of spectras or supporting explanations and argument • (Cf. In marketing: for new product launch, new service development or repositioning current product
    6. 6. QUALITATIVE RESEARCH FOCUS GROUPS Agenda Definition  When to use? Types FOCUS GROUPS IN DEPTH INTERVIEW PROJECTIVE TECH. Pros&Cons Characteristics: • 6-12 people • Lead by a trained moderator • in-depth discussion on 1 particular topic or concept • Relaxed, informal atmosphere • 1-3 hour duration Goal: • Learn and understand what people say and why?
    7. 7. QUALITATIVE RESEARCH FOCUS GROUPS
    8. 8. QUALITATIVE RESEARCH FOCUS GROUPS ADVANTAGES DISADVANTAGES Synergy Representativeness Spontaneity Misjudgement Speed  Security Flexibility Inexpensive Lack of analysis Moderator Subjectivity
    9. 9. QUALITATIVE RESEARCH IN-DEPTH INTERVIEW Characteristics: Agenda Definition  When to use? Types FOCUS GROUPS IN DEPTH INTERVIEW PROJECTIVE TECH. Pros&Cons • A well trained interviewer+interviewee • Interviewee is exposed to set of probing questions • Usually face to face • Interviewer encourages the interviewee to talk more Goal: • To collect as much as memory, attitudinal and behavioral data from the subject
    10. 10. QUALITATIVE RESEARCH IN-DEPTH INTERVIEW Applications: -Interviews with professionals -Interviews with witnesses -When detailed probing is needed -Discussion of sensitive, confidential issues -When strong, social norms exist -Interviews with competitors
    11. 11. QUALITATIVE RESEARCH IN-DEPTH INTERVIEW ADVANTAGES DISADVANTAGES Concentrated Expensive issue maximum probing Free exchange of information Easier to arrange Best for intimate, sensitive issues Flexibility Time consuming Exhausting for Interviewer Interviewer errors Respondent bias or reliability
    12. 12. QUALITATIVE RESEARCH PROJECTIVE TECHNIQUE Definition:* Agenda Definition  When to use? Types FOCUS GROUPS IN DEPTH INTERVIEW PROJECTIVE TECH. Pros&Cons • These are unstructured prompts or stimulus that encourage the respondent to project their underlying motivations, beliefs, attitudes, or feelings onto an ambiguous situation • They are all indirect techniques that attempt to disguise the purpose of the research *Source: http://en.wikipedia.org/wiki/Qualitative_marketing_research
    13. 13. QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES Projective Techniques Word Association Sentence Completion Tests Cartoon Tests Role Playing Third-Person Techniques Picture Interpretation /Story Telling
    14. 14. QUALITATIVE RESEARCH PROJECTIVE TECHNIQUES Types: 1. Word Association Customers are required to show response to the concept they are told within 2-3 sec.
    15. 15. QUALITATIVE RESEARCH PROJECTIVE TECH. 2. Sentence Completion Customers are required to complete sentences or stories in their own words • • • People who are concerned about pharmacology … When I think of a disease … I drink a Coca-Cola, usually when .
    16. 16. QUALITATIVE RESEARCH PROJECTIVE TECH. 3. Cartoon Tests
    17. 17. QUALITATIVE RESEARCH PROJECTIVE TECH. 4. Role Playing • Respondents are asked to assume the behavior of someone else • Useful for emphatic approaches for conflict resolution
    18. 18. QUALITATIVE RESEARCH PROJECTIVE TECH. 5. Third Person Way of learning respondents feelings or opinions by asking them to answer for a third party : “your neighbour” “most people” “typical person”
    19. 19. QUALITATIVE RESEARCH PROJECTIVE TECH. 6.Picture Interpretation A technique whereby respondents are shown a picture and are asked to tell a story describing it
    20. 20. QUALITATIVE RESEARCH PROJECTIVE TECH. ADVANTAGES DISADVANTAGES Elicit Participation responses that subjects would be unwilling to give Underlying Motivations, Beliefs, Attitudes of the respondents Skills are required to analyse the responses Expensive
    21. 21. QUANTITATIVE RESEARCH SURVEY SURVEY METHOD: • STRUCTURED QUESTIONNAIRE • GIVEN TO A SAMPLE OF A POPULATION • DESIGNED TO GAIN SPECIFIC INFORMATION
    22. 22. QUANTITATIVE RESEARCH SURVEY Survey Methods Telephone Personal In-Home Traditional Telephone By appointment Computer-Assisted Telephone Interviewing Mail Random Personal Interviewing Mail Interview Electronic E-mail Mail Panel Internet
    23. 23. QUANTITATIVE RESEARCH - EXPERIMENTATION EXPERIMENTATION METHOD: • Scientific investigation in which • an investigator manipulates and controls one or more independent variables and • observes the dependent variable for variation concomitant to the manipulation of the independent variables.*
    24. 24. QUANTITATIVE RESEARCH ADVANTAGES DISADVANTAGES Specific Limited research problem Clear independent and dependent variable High level of reliability Minimum personal judgement outcomes due to structured method Unability to control the environment Expensive(large number of respondents)
    25. 25. COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH CHARACTERISTICS Research Objectives QUALITATIVE QUANTITATIVE Discovery of new Validation of ideas,insights facts,estimates, and feelings relationships Type Of Research Usually exploratory Type Of Questions Openended,semistructured, unstructured, probing Descriptive and causal Mostly structured
    26. 26. COMPARISON OF QUALITATIVE-QUANTITATIVE RESEARCH contd. Time Of Execution QUALITATIVE Short Time Frames QUANTITATIVE Usually long time frames Sample Size Type Of Analyses Small Subjective, Interpretitive Large Statistical, Researcher Skills Psychology, Sociology,CB, Social Psychology Statistics, MR, DSS, Decision Models CHARACTERISTICS Representativeness Limited Descriptive,causal Good
    27. 27. SUMMARY • Qualitative methods focus on generating exploratory initial/progressive insights into questions and problems • Depth probing of hidden attitudes, feelings or behaviour • Focus Groups • In depth Interviews • Projective Techniques
    28. 28. SUMMARY • Quantitative Research is interested in using formalised, standard structured questioning, whereby response options are pre-determined • Usually to be administered to significantly large numbers of people. Descriptive (Surveys) Causal (Experimentation)
    29. 29. Reference: 1:Reasearch Methodology By C.R.Kothari
    30. 30. THANK YOU…….
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×