Fundamentals of Research 2

8/12/2019 Fundamentals of Research 2

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Qualitative Approach Qualitative approach is a vast and complex area of

methodology that can easily take up whole textbookson its own.

The purpose of this section is to introduce you to theidea of qualitative research (and how it is related toquantitative research) and give you some orientation to

the major types of qualitative research data, approachesand methods.


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Qualitative Approach One of the major reasons for doing qualitative research is to become

more experienced with the phenomenon you're interested in. E.g.Before looking at the effects of a new psychotropic drug for thementally ill, go spend some time visiting several mental healthtreatment contexts to observe what goes on.

If you do, you're likely to begin to formulate your own ideas aboutwhat causes what else to happen. This is where most of the moreinteresting and valuable new theories and hypotheses will originate.

Of course, there's a need for balance here as in anything else. Weneed to use qualitative research as the basis for direct experience,but we also need to know when and how to move on to formulatesome tentative theories and hypotheses that can be explicitly tested.


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Qualitative Approach ITS ABOUT WHAT PEOPLE THINK AND NOT HOW

MANY.

Concerned with subjective assessment of attitudes,

opinions and behavior i.e. phenomenon relating to orinvolving quality or kind.

E.g. Research undertaken to investigate the reasons

for Human behavior.

Here the researcher must know roughly in advance,what he wants to research.


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Qualitative Approach Focus of research is complex and broad. Thus,

qualitative research is exploratory in nature.

Qualitative Research is basically the study of datasuch as words, picture or objects but this data is not

very effective and cannot be generalized so easily.

This type of research is used in early phases ofresearch cycle.

In qualitative research, the researcher is moreconcerned with process, rather than outcomes orproducts.


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Ethnographic Research

Phenomenological Research

Field Research
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Ethnographic Research Ethnographic Research is derived from the field

of anthropology. Anthropology is a sciencewhich deals with study of the entire culture .

The researchers study an integral culturalgroup in a natural setting over specific periodof time.

For example studying the culture of a defined

group (rotary club or a group of children inkindergarten).


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Phenomenological Research

Phenomenology is a school of thought thatemphasizes a focus on peoples subjectiveexperiences and interpretations of the world.

It aims at understanding the livedexperienceof the individual being studied.

People have ways of understanding the worldexternal to their own consciousness e.g. a

customer who argues too much is identifiedas argumentative customer.


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Field Research Field Research means collecting first hand

information by actually visiting markets ormeeting consumers and dealers.

The essential idea is the researcher goes intothe field to observe the phenomenon in itsnatural state or situation.

The field researcher typically takes extensivefield notes which are subsequently coded and

analyzed in variety of ways.


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Quantitative Approach SIMPLY PUT IT ABOUT NUMBERS AND NOT ABOUT

WHAT YOU FEEL.

Based on measurement of quantity or amount

Applicable to phenomena that can be measured interms of quantity.

Here the researcher is aware as to what he wants toresearch before he starts to research.

Focus of research is concise and narrow. Thus,quantitative research is conclusive.


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Quantitative Approach This type of research is used in latter phases of

research cycle.

Quantitative Research is basically the study ofnumbers and statistics.

The researcher can use different types of tools likequestionnaires or equipments to gather the numericalinformation.

The data collected in quantitative research is moreeffective than qualitative research, since it is moreprecise.


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Inferential Research

Experimental Research

Simulation Research
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Inferential Research The purpose of inferential research is to form a database from

which to infer characteristics or relationship of population.

This usually means the survey research where a sample ofpopulation is studied to determine its characteristics and then areinferred that the population has that characteristics.

For example, a board of examiners may want to compare the

performance of 1000 students that completed an examination. Ofthese, 500 students are girls and 500 students are boys. The 1000students represent our population. Since it is impractical toexamine the marks of all these students because of time and costrequired to collate all these marks, we can choose to examine asample of these students and then use the results to make

generalization of these students about the performance of all1000 students. For this purpose, we may choose a sample size of200 students. Since we are looking to compare boys and girls, wemay select 100 girls and 100 boys in our sample.


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Experimental Research

This approach aims to establish a cause- effectrelationship among the group of subjects thatmake up the research study.

Research requires the measurement ofvariables. Variables are the observable andmeasurable elements of an item or event. Theythe qualities the researcher specify, studies anddraws conclusion about. They change withsituation and time. For example, the carhas variables like model, price, color, mileageper litre of fuel etc.


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Simulation Research It involves creation of artificial environment within

which the relevant data and information can begenerated.

If other methods answers the questions, what

happened, and how , and why?simulation helps answerthe question whatif?

It is useful in building models for understanding thefuture conditions.

For example, infrastructural invention like the Bandra

Worli sea link was first put through simulation researchto study the possible difficulties that can be faced, andit cannot be studied unless we create the environmentin which it will exist .


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Marketing research

Government policies and economic systems

Social relationship Planning and operational problems of research in

business


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Marketing ResearchMarketing research is undertaken to assist the

marketing function. Marketing research stimulatesthe flow of marketing data from the consumer andhis environment to marketing information systemof the enterprise. Market research involves theprocess of

Systematic collection Compilation Analysis Interpretation of relevant data for marketing

decisions

This information goes to the executive in the formof data. On the basis of this data the executivedevelop plans and programmers.


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Marketing Researchi. Product Research: Assessment of suitability of

goods with respect to design and price.ii. Market Characteristics Research Qualitative):Who uses the product? Relationship betweenbuyer and user, buying motive, how a product isused, analysis of consumption rates, units inwhich product is purchased, customs and habitsaffecting the use of a product, consumerattitudes, shopping habits of consumers, brandloyalty, research of consumer groups, survey oflocal markets etc.


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Marketing Researchiii. Size of Market Quantitative): Market potential,

total sales quota, territorial sales quota, quotafor individuals, concentration of sales andadvertising efforts; etc.

iv. Competitive position and Trends Researchv. Sales Research: Analysis of sales records.vi. Distribution Research: Channels of distribution,

distribution costs.vii. Advertising and Promotion Research: Testing

and evaluating, advertising and promotionviii. New product launching and ProductPositioning.


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Production Research helps you in an enterprise to decide in the field of

production on:

What to produce

How much to produce

When to produce

For whom to produce

Materials The materials department uses research to frame suitable

policies regarding:

Where to buy

How much to buy When to buy

At what prices to buy.


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Human Resource DevelopmentHuman Resource Development department uses research

to study wage rates, incentive schemes, cost of living,employee turnover rates, employment trends, andperformance appraisal. It also uses research effectively forits most important activity namely manpower planning.

Solving Various Operational and Planning Problemsof Business and IndustryVarious types of researches, e.g., market research,operations research and motivational research, whencombined together, help in solving various complexproblems of business and industry in a number of ways.These techniques help in replacing intuitive businessdecisions by more logical and scientific decisions


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Social Relationships Social relationship includes every individual and efforts of the

management .

Regular feedback is obtained from the people so that themanagement is aided to prepare and implement such policiesand plans that make way towards improved social

relationships.

Here the research is concerned with both-knowledge for selfand knowledge for helping in solving immediate problems ofhuman relations.

The outcome of this research, may help researchers, ingeneral, to generalize new theories.


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Fundamentals of Research 2