1. QUALITATIVE & QUANTITATIVE
RESEARCH
Presented By:-
Guided by:-

2. OVERALL FRAMEWORK

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. 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. 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. 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. QUALITATIVE RESEARCH
FOCUS GROUPS

8. QUALITATIVE RESEARCH
FOCUS GROUPS
ADVANTAGES
DISADVANTAGES
Synergy
Representativeness
Spontaneity
Misjudgement
Speed

Security
Flexibility
Inexpensive
Lack of analysis
Moderator
Subjectivity

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. 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. 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. 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. QUALITATIVE RESEARCH
PROJECTIVE TECHNIQUES
Projective Techniques
Word Association
Sentence Completion Tests
Cartoon Tests
Role Playing
Third-Person Techniques
Picture Interpretation /Story
Telling

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. 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. QUALITATIVE RESEARCH
PROJECTIVE TECH.
3. Cartoon Tests

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. 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. 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. 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. QUANTITATIVE RESEARCH SURVEY
SURVEY METHOD:
• STRUCTURED QUESTIONNAIRE
• GIVEN TO A SAMPLE OF A POPULATION
• DESIGNED TO GAIN SPECIFIC INFORMATION

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. 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. 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. 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. 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. 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. 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. Reference:
1:Reasearch Methodology By
C.R.Kothari

30. THANK YOU…….