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QUANTITATIVE RESEARCH Vs. QUALITATITIVE RESEARCH
- 1. QUANTITATIVE RESEARCH VS. QUALITATITIVE RESEARCH Name Arnab Bhattacharjee Atul Kumar Sahay
- 2. Contents ✗Quantitative Research -Research Designs -Analyzing the Data -Pros & Cons -When to use ✗Qualitative Research -Research Designs -Analyzing the Data -Pros & Cons -When to use ✗Conclusion
- 3. Etymology - Research Derived from the French Word “recherche” meaning “ to go about seeking” • Scientific Research • Historical Research • Artistic Research 3
- 4. “Research is to see what everybody else has seen and to think nobody else has thought” - Albert Szent-Györgyi (Nobel Prize in Physiology or Medicine in 1937) 4
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- 7. 7 Methods for collecting data • Qualitative vs. Quantitative • Primary vs. Secondary • Descriptive vs. Experimental Analyze the data For quantitative data, you can use statistical analysis methods to test relationships between variables. For qualitative data, you can use methods such as thematic analysis to interpret patterns and meanings in the data.
- 8. 1.WhAT is QuAntitative Research? ✗ Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics and numerical comparisons ✗ Generalize results from a larger sample ✗ Uses measurable data to formulate facts and uncover patterns in research. ✗ Assumes a fixed reality ✗ Examples – Census , Satisfaction level of consumer 8
- 9. 1.1 Types OF Quantitative Research Designs 9 Quantitative Research Experimental Cross Sectional Quasi experimental According to Purpose According to time Longitudinal Survey Correlation Non experimental True Experimental
- 10. 1.2 Analyzing Quantitative Data 10 • Data Preparation Step 1: Data Validation - Fraud, Screening, Procedure, Completeness Step 2: Data Editing - Basic Data Check, Pre-processing ( Missing ,Outliners) Step 3: Data Coding - Grouping, Assigning Values, Selecting Variables • Analysis Methods Method 1: Descriptive Statistics - Mean ,Median, Mode, Percentage Method 2: Inferential Analysis - Correlation, Regression, Variation
- 11. 1.3 Two Sides of A coin ( Quantitative Research) 11 Advantages Disadvantages Systematically describes large collection of data Lack of depth , explanation and emotion Generates reproducible knowledge & More acceptable Difficulty setting up a research model & Expensive Reliable – Easier to summarize & Fast Standard Question lead to “structural bias” and false representation Avoid personal bias Limited Outcome due to structured methods. More control over how data is gathered Follow up on answers is not possible Focused - Objective oriented Data collection. Requires Statistical Training Wider Scope of Data Analysis & Comparison Data gathered can be superficial.
- 12. 1.4 When to use Quantitative Research 12 Quantitative research ends with statistical conclusions/recommendations : • To give a acceptable results to society or client. • A/B testing for validating or choosing a design based on user satisfaction scores. • You want to gather feedback from a diverse population of users not all located in the same place. • Have a limited budget
- 13. 2.What is QuAlitative Research? ✗ Qualitative research is used to gain an understanding of underlying reasons, opinions, and motivations ✗ Helps to develop ideas or hypotheses for potential quantitative research ✗ Data is reported in the language of informant and analyzed by themes. ✗ Dynamic and negotiated Reality ✗ Examples- Job Interview, Student Counselling 13
- 14. 2.1 Types OF Quantitative Research Designs 14 One-on-One Interviews Case study research Focus Groups Qualitative Research Ethnographic Research Record Keeping Process of observation
- 15. 2.2 Analyzing Qualitative Data 15 •Data Preparation and Basic Data Analysis Getting familiar with the data - Basic observation Revisiting research objectives - Identifying questions Developing a framework - Broad ideas ,concepts, structuring Identifying patterns and connections – Themes , Patterns •Analysis Methods Content analysis - Analyze responses Narrative analysis - Stories and experiences shared Discourse analysis - Interactions with people , social context Grounded theory - Derive causal explanations Interpretive Phenomenological Analysis (IPA) - Reflect on the subjective biases
- 16. 2.3 Two Sides of A coin ( Qualitative Research) 16 Advantages Disadvantages Focus in depth explanation , subjective aspects Can’t be analyzed statistically Can be conducted with small samples Difficult to standardize and make systematic comparison Flexible – Method can be adjusted once new knowledge is gained. Not Replicable in nature as emotion varies with every participant Gives greater insight of process and events Time Consuming Creative Relies on the Skill of researcher Methods are simpler to understand and implement Difference of opinion leads to different interpretation Involves Reality Sometimes exhausting
- 17. 2.4 When to use Qualitative Research 17 Researchers make use of qualitative research techniques when they need to capture accurate, in-depth insights. It is very useful to capture “factual data”. •Developing a new product or generating an idea. •Understanding purchase behavior. •To study the reactions of your audience. •Gathering perception data of a brand, company, or product
- 18. Key Take Away ✗ Numbers are good to generalize but it does lie sometimes. ✗ Words give more understanding but are not convincing enough. So lets review what we have learnt. 18
- 19. 19 ATTRIBUTES QUALITATIVE RESEARCH METHODS QUANTITATIVE RESEARCH METHODS Analytical objective To formulate a hypotheses To test a hypotheses Types of questions asked & Flexibility Open-ended questions & affected by previous response Closed-ended questions & not affected by previous response Data collection Semi-structured methods (in-depth interviews, focus groups, and participant observation) Highly structured methods (structured observation using questionnaires and surveys) Form of data produced Descriptive & Flexible data Numerical & Standardized data Sample Size Smaller Larger
- 20. Thanks for Your Attention 20
Editor's Notes
- Time Consuming- Entails long period in the field and even in analyzing data