Qualitative data and Quantitative data

Data collection approach in Quantitative research is STRUCTURED RESPONSE

CATEGORIES PROVIDED
Quantitative research - specific research questions/measure and test/Objective
results/Large samples to produce generalizable results/Descriptive and Causal
research designs
Qualitative research

Research objective to develop detailed and indepth understanding onnf the

subject
Express terms in colloquial terms
Context dependent
Orientations
o Phenomenology
o Ethnography
o Grounded theory
o Case studies
Focus group

Research design

Causal
o A cause needs to be there
o Causal effect
Descriptive
o Back tracing of work
Exploratory
o No ones ever done it, completely new.
o You start with research interviews
Problem statement
o Start with TO
o Symptoms should be there
Define the problem, factors affecting, sampling definition, result and analysis
Questionnaire design
o 3 types of questions
Fact
Opinion based
Behavior based no of times you visit.
o Advantages of questionnaire
Larger number of people
o Types of questions
Open ended no options
Closed ended with options (fixed alternative)
Scales of measurement (Pg.321)

Interval/Ratio/continuous (starts with 0,

equidistant)
o Ordinal scale (Ranking eg, rank the brands in
order of preference), eg: likert scale
o Nominal scale - yes or no, Discrete data
Kinds of quantitative research based on objectives
Profiling and descriptive
A product who is customer of the product
Characteristic of a sample
Predictive and analytical
Develop a relationship between variables
Predicting the relation
Developing and testing measurement scale
Complex variable like measuring loyalty or innovation
Types of quantitative research
Deductive
Have prior data, already have theory
And researching based on that
Inductive
Make questionnaire, and then proceed
Sampling (Pg. 413)
Probabilistic
In your population, everyone has equal chance of getting
selected
Types (Pg. 430)
o Simple Random
o Stratified Specific randomization , selecting from
every strata
o Cluster will call manali
o Systematic
Non Probabilistic
Convenience select at our own convenience
Quota
Purposive Hand pick the people to get the result,
judgement ( TWEETY lakme wrinkle free cream
example)
Snow ball Combination of purposive and convenience
(Spread the word or flood marketing)
Interpretation
Cross tabulation
o Simplest form of analysis
o Compare 2 ordinal variables find relation between
them
o Descriptive
Chi square (pg. 553)
o Test of goodness of fit
o

o
o

To test if the data is good to work with

Survey data, it analyses with each other, finds
outliers
Consistency of data is found

o
T-test
o For small sample size smaller than 30
o Standard deviation is unknown
o Using t table, we find the t value
One tailed
2 tailed
ANOVA
o 2 variables, compare its mean
2 way ANOVA
o