Académique Documents
Professionnel Documents
Culture Documents
Qualitative research
Qualitative Research
Qualitative Research
Qualitative Research involves finding out what people think, and how they feel - or at any rate, what they say they think and how they say they feel. This kind of information is subjective. It involves feelings and impressions, rather than numbers
(Bellenger, Bernhardt and Goldstucker, Qualitative Research in Marketing, American Marketing Association )
Definitions
Findings 1990) qualitative researchers study things in their natural settings, attempting to make sense of or interpret phenomenon in terms of the meanings people bring to them. (Source: Denzin & Lincoln, 2000, p.3) not arrived at by means of statistical procedures or quantification (Source: Strauss and Corbin
The qualitative researcher is interested in illumination and understanding NOT causal determination or prediction. They look beyond the faade, the superficial, to search for purpose, meaning and context. Phenomena have meaning in a context and their meaning differs in different contexts. Helps us capture the ways in which people interpret events, experiences and
Quantitative Research
Quantitative research aims at explanation. It answers primarily to why? questions Based on the idea that social phenomena can be quantified, measured and expressed numerically. The information about a social phenomenon is expressed in numeric terms that can be analyzed by statistical methods.
Purpose Of Quantitative
The purpose of quantitative research is to measure concepts or variables that are predetermined objectively and to examine the relationship between them numerically and statistically.
Survey Research
It is a method of descriptive research used for collecting primary data based on verbal or written communication with a representative sample of individuals or respondents from the target population. It requires asking the respondents for information either face-to-face or using the telephone interview, or through mail, fax or internet.
Example
What survey research objectives might Daewoo [motor car] develop to learn about car buyers? Consumer preference in design and features and how best to satisfy these preferences; shopping mall, mail interview etc. Demographic details, customer satisfaction; Testing certain aspects of advertising; Study product image.