What is research?

- Research is a scientific way of answering questions and testing hypothesis.

- Research is the systematic and objective analysis and recording of controlled observations
that may lead to the development of generalizations, principles, or theories, resulting in
prediction and possible control of events.

What are the methods of research? Differentiate it and give example.

1.) Quantitative Methods – it is where everything that forms the research process – objectives,
design, sample, and the question that you plan to ask of respondents- is predetermined; it is
more appropriate to determine the extent of a problem, issue or phenomenon by quantifying
the variation.

- Numerical, measurable data

- Traditional or positivist approach
o Clearly stated questions
o Rational hypothesis
o Developed research procedures
o Extraneous variable controls
o Large samples
o Traditional, statistical analyses

Example: Primary Quantitative Research- is the most widely used method of conducting market
research. The distinct feature of primary research is that the researcher focuses on collecting data
directly rather than depending on data collected from previously done reseach.

2.) Qualitative Methods – this approach allows flexibility in all aspects of the research process. It is
more appropriate to explore the nature of a problem, issue or phenomenon without quantifying
it. Main objective is to describe the variation in a phenomenon, situation or attitude.

- Generally non-numerical data

- Typically anthropological and sociological research methods
- Observation of a “natural” setting
- In-depth descriptions of situations
- Interpretive and descriptive

Example: Focus Groups – one of the commonly used qualitative research methods, used in data
collection. A focus group usually includes a limited number of respondents (6-10) from within the target
market. Its main aim is to find answers to the why what and how questions.
 3.) Mixed Methods – using of quantitative and qualitative methods together to get a complete
understanding of the phenomenon into a single study. Usually have two databases that, at some
stage, bring together and integrate.

Example: Convergent Design- Qualitative ad qualitative data are collected in parallel, analysed
separately and then merged to see if the data converged in a meaningful way.
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