Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior.

Qualitative research is used to gain insight into people's attitudes, behaviors, concerns, motivations, aspirations, culture or lifestyles. Its used to inform business decisions, policy formation, communication and research. Focus groups, in-depth interviews, content analysis, Unlike quantitative research, which is concerned with objectively measurable variables, qualitative research tries to understand the reasons why something is the way it is.

Qualitative Research uses for past events known as historical research. When uses for current events it is known as qualitative research.

Historical research is a type of analysis to determine past

social attitudes and community structure and how these have changed over time.

Examples of qualitative research falling under the category of descriptive research:

Case studies Development research Cross Sectional Research Longitudinal Research Correlation Research

Descriptive research.As name suggests is to describe

something fore example, The degree to which product use varies with income, age, sex, or other characteristics.

Case studies
Case study research is used to conduct an in-depth investigation of an issue at a specific instance and location. Case studies involve in-depth, contextual analysis of similar situation in other organizations, where the nature and definition of the problem happen to be the same as experienced in the current situation. Techniques in Case studies include: Interviews Observations Experiment

Case studies

Data collected through case studies lead to the formation of the theories Results may be affected by researchers own perceptions. Time consuming Results cannot be generalized.

Development Research This research is conducted to understand the changes that occur throughout the process of development.
Two types of development research:
1. 2.

Longitudinal Research Cross Section Research

Longitudinal Research This observational research technique involves studying the same group of individuals over an extended period of time.

Data is first collected at the outset of the study, and may then be gathered repeatedly throughout the length of the study. In some cases, longitudinal studies can last several decades. Same people are studied at more than one time to record the development. People hesitate to become the sample of these studies due to its long duration. For example, when trying to discover the causes of criminality, a researcher may track 50 children over a 30 year period in order to find a common factor between those children who have become criminal.

Cross Sectional Research

Involves study many people at one point of time. Involves limited time and cost Describe linear relationship between the variables Relationship is shown through correlation coefficient. Relationship between the variables can be positive or negative.

For example, To examine young people's awareness of tobacco marketing and to determine the association, if any, between this and their smoking behavior.

Survey Research
It is conducted to get the opinion of people about some issue.

Also referred as Field Research Large sample and extensive data collection is involved Can be extended over a long period of time

Types of Surveys
1.
2.

Questionnaires Interviews

Example: Budgetary constraints adversely impact on managers responses to their work, several interviews might be conducted with managers after budgeting restrictions are imposed

When we talk about Quantitative Research, its all means that:

Data can be analyzed in terms of numbers.

Involves the collection of numerical data.

Predicts and explains data in the form of statistical analysis.

Uses the numerical methods to analyze and interpret the results.

Not only describes the data but also finds out the relationship among quantifiable variables and the results are inferred.

Overall Purpose
Explain and gain insight and understanding of phenomena through intensive collection of narrative data.

Explain predict or/ and control phenomena through focused collection of numerical data.

Approach to Inquiry

Inductive Subjective Process oriented

Deductive Objective Focused Outcome oriented

Hypothesis

Tentative Evolving Specific Testable

Literature Review

Limited Does not significantly affect particular study Extensive Does significantly affect particular study

Sampling

Small Not necessarily representative In order to acquire in depth understanding Random Large Representative sample in order to generalize results to a population.

Measurement

Non standardized Narrative Ongoing Standardized Numerical At the end

Design and Method

Flexible Historical Case Study

Structured Inflexible Co-relational Experimental

Data Collection

Document collection Participant observation Unstructured, informal interviews Taking extensive, detailed field notes Non-participant observation Semi-structured, formal interviews Administration of tests and questionnaires

Data Analysis

Raw data are words Essentially ongoing Raw data are numbers Performed at the end of study Involves statistics

Data Interpretation

Conclusions tentative Reviewed on ongoing basis Generalizations speculative Conclusions and generalizations formulated at the end of study. Stated with predetermined degree of certainty