1. Quantitative research uses numerical data to obtain objective information about the world in a systematic process. It aims to generalize findings, be objective, and test theories. 2. The quantitative research process involves developing a theory and hypotheses, devising measures of concepts, selecting respondents, collecting and preparing data, analyzing and interpreting results, and reporting conclusions. 3. Key aspects of quantitative research include operationalizing concepts as measurable variables, ensuring the validity and reliability of measures, using probability or non-probability sampling techniques, and collecting data through surveys, questionnaires, interviews, or observation.

1. In the name of Allah Kareem,
Most Beneficent, Most Gracious,
the Most Merciful !

3. SUPERIOR GROUP OF COLLEGES
Quantitative Research
Quantitative research is "a formal, objective, systematic process in
which numerical data are utilised to obtain information about the
world" (Burns and Grove cited by Cormack 1991). Quantitative
research is inclined to be deductive. In other words it tests theory.
General aims of quantitative research
•To generalize
•To be objective
•To test theories

4. 1. Theory
4. Devise measures of concepts
2. Hypothesis
5. Select research site / Respondents
6. Data Collection
7. Preparation of data
10. Report Writing
9. Drawing Conclusions
8. Analysis and interpretations
Quantitative Research Process

5. PURPOSE OF THEORY
1. Prediction
2. Understanding
LEVELS OF THEORY
1. Abstract level
2. Empirical level
PROCESS OF THEORY DEVELOPMENT
1. Induction
2. Deduction
1. THEORY
Theory is a standardized principle on which basis we can
explain the relationship between two or more concepts or
variables.

6. 2. Hypothesis / Research Questions
A predictive statement of a relationship between two or more
variable, which may then be tested through research
TYPES OF HYPOTHESIS
1. Null Hypothesis Ho
2. Alternative Hypothesis H1

7. 4. Devise Measure of Concepts
Concept:
Abstract realities or generalized ideas about objects,
attributes, occurrence or processes, that can not be
measured directly. Concepts are the building
blocks of theory.
Examples
level of motivation
Variable
Empirical realities that may have varied (different) values
that can be measured directly is called variables
Example: Gender (male or female)
Temperature ( 98o , 95o , 100o ) etc

8. Operationalization is the process of
defining a concept so that it becomes
measurable variable, which is
achieved by looking at behavioral
dimensions and categorizing them
into observable and measurable
elements.
Operationalization
Cont…..

9. Cont…..

10. Gender
1. Male
2. Female
Motivation
1. Highly Motivated
2. Moderately Motivated
3. Less Motivated
Temperature
1. 97 C
2. 98 C
3. 99 C
Time
1. 10 seconds
Means 10
seconds
more than 0
o
o
o
Cont…..

11. Binary Response
formats
Numerical Response
formats
Verbal formats
Bipolar numerical
formats
Frequency formats
Response formats for scales
My job is usually interesting enough to keep me from getting bored
• agree
• disagree
My job is usually interesting enough to keep me for getting bored
5 4 3 2 1
May job is usually interesting enough to keep me from getting bored
Strongly agree__ agree__ undecided__ disagree___ strongly disagree__
I love my job 5 4 3 2 1I hate my job
My job is usually interesting enough to keep me from getting bored
• All of the time ____
• often _____
• fairly often ____
• occasionally ___
• none of the time ____
Cont…..

12. Face Validity
(Validity where measure apparently
reflects the content of the concept in
question)
Predictive
(Researcher employs the criterion whereby
a new scale predicts a future event)Validity
(Are we Measuring the
Right thing)
Convergent
(A test has convergent validity if it has a high
correlation with another test that measures the
same construct)
Concurrent
(Researcher employs the criterion whereby
a new scale measures a current event)
Validity
Cont…..

13. Reliability
(Accuracy in
Measurement)
Test-retest reliability
Inter-item consistency
Split- half reliability
Parallel-form reliability
Cont…..
Reliability

14. Population
the universe of units(nations, cities, regions, firms, students employees
etc.) from which the sample is to be selected.
Sample
the segment of the population that is selected for the investigation. It is
a subset of the population. The method of selection may be based on a
probability or a non-probability approach (see below).
Sampling frame
the listing of all the units in the population from which the sample will
be selected.
Representative Sample
a sample that reflects the population accurately so that it is a microcosm
of the population.
Sampling error
the difference between a sample and the population from which it is
selected, even though a probability sample has been selected.
5.Selecting Research respondents

15. Sampling
Sampling Technique
Probability Non-Probability
Simple random sample
Systematic sample
Stratified random sample
Convenience sampling
Snowball sampling
Quota sampling
5.Cont…..

16. Methods of Data Collection
Surveys
Survey is a quantitative research strategy that involves the structured collection of
data from a pre-determined sample. It involves following methods
1.Structured interview
2.Structured Observation
3.Questionnaire
Survey
Questionnaire
Structured
Interview
On-line
questionnaires
Postal
questionnaires
Self administered
questionnairesTelephone
Interviews
Face to face
interview
Structured
Observation
Participant
Observation
Non -Participant
Observation

17. Mystery shopping is a popular technique used in consumer research
that involves sending people (mystery shoppers) into a shop to buy
products with the intention to evaluate the effectiveness of retail staff.
After the interaction, the shoppers typically fill out rating sheet
detailing the nature of the interaction and service they receive. It’s a
type of field stimulation.
Mystery Shopping

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