Session-2 Types of research

Observational
Objectives:

• 1- Differentiate between quantitative and qualitative research.

• 2- Assess when to apply quantitative/ qualitative research.

• 3- Explain exploratory, correlational, causal, and descriptive research.

 (Data)

Explanatory Research
(causal studies)
Two basic classes of research in terms of data, research
philosophy, and research methods.
 Philosophy behind quantitative research (social and pure sciences)

• Quantitative approach is emerged from positivist paradigm with emphasis on “rationality,

objectivity, prediction and control” while gathering research data.

• Assumption is that there is one reality, which exists and can be validated through the senses”

• “All human behavior is objective and measurable”.

• The researcher needs to develop the instrument or tool to measure the phenomenon of concern
while researcher remain detached from the study in order to prevent personal values and biases
to influence the study results.

• Research is driven by numerical data collection than it is subjected to statistical analysis and is
generalizable to a larger population.
Quantitative Research

• Quantitative research is mostly conducted in the social sciences using

quantitative data from the research study.

• The quantitative data is analyzed by using different statistical techniques.

• The results hence obtained are considered to be more objective and

generalizable to a bigger population.

• It deals with larger samples…usually in hundreds.

 Philosophy behind qualitative research (Social sciences)

• It places significant importance to the subjectivity. The assumption is that every individual
perceives, interprets and experiences a situation from their own point of view hence there is no
single reality but multiple realities for any phenomenon (relativism/subjectivism).

• Qualitative researchers believe that “truth is both complex and dynamic and can be found only
by studying persons as they interact with and within their sociohistorical settings”. Hence, its
highly contextualized. 

• Researcher interacts with the participants, explore perceptions, feelings, thoughts, beliefs,
expectations, and behavior to obtain knowledge about the phenomena of interest so researchers
has an active part in the study.

• Data is collected through in-depth conversations, diary keeping, extensive interviewing,

extended observation, and focus groups interviews to acquire insights regarding these subjective
realities which are NOT GENERALIZABLE to different contexts or cultures.
Qualitative Research….subjectivity
• Qualitative research is a type of social science research that collects and works
with non-numerical data.

•  Verbal data written/obtained by the researcher through

observation/interviews/questionnaires. Audio or video recordings carried out by
the researcher in natural settings.
• Small data
•  The researcher seeks to interpret meaning from this verbal data that help
understand social and psychological aspects of human life. The results are highly
subjective and usually not generalizable to larger population.
 When to use it:
• To test theories/ assumptions. • Baby boomers have more brand loyalty than
millennials.

• To determine causes and effects of • Will job rotation cause stress/work-overload

certain variables of interest. in employees?

• When you have to make conclusive

statements (more useful for decision • Whether customers are satisfied with our
making). Facts and figures. service.

• When the results of research need to be

generalized………………………………
• Consumer satisfaction from test launch of a
product………..may call for quantitative
research.
When to use qualitative research

• Researchers make use of qualitative research techniques when they need to

gather in-depth insights into a human problem/human behavior.

• Study the behavior of new interns.

• Studying your product/brand or service to strengthen your marketing strategy.

• Understanding purchase behavior.

• Exploring market demographics, segments, and customer groups for a new

business idea.
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Summing up:
• Qualitative VS Quantitative Research | Research Methods | MIM
Learnovate - YouTube
 Which research method is more suitable?????
• A company’s director wants to have an in-depth knowledge of the attitudes of company’s
employees about the company’s practices.

• A restaurant manager wants to see the response of the customers on the opening of their
new branch. He believes that a good research will enable him to decide whether they can
open a new branch.

• A doctor wants to see what are the effects of a certain medicine on the blood pressure of
the patients.

• A researcher is interested in knowing reasons for employee turnover. She believes that
her research work could be generalized to organizations of all types.
Class activity…… 15 minutes.
• You will be split into breakout rooms. All the members of a breakout
room will think together to come up with one business
problem/situation which needs to be researched.

• Group Quantitative, with explanation why they think so

• Group Qualitative, with explanation why they think so

• This will be presented by a group rep from each group though other
members can also participate in explaining/answering questions.
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Exploratory Research

• Exploratory research is conducted to clarify ambiguous situations or discover

potential business opportunities
• As the name implies, exploratory research is not intended to provide conclusive
evidence from which to determine a particular course of action
• Usually exploratory research is a first step, conducted with the expectation that
additional research will be needed to provide more conclusive evidence
• Exploratory research is particularly useful in new product development.

• The research into consumer behavior.

• The research into the effects of social media on consumer’s intention to buy.

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Descriptive Research
• As the name implies, the major purpose of descriptive research is to describe
characteristics of objects, people, groups, organizations, or environments.

• It describes certain aspects of a collected samples usually in % form. For example in a

survey conducted to see the popularity of a soft drink, a descriptive research might be
conducted to see what percentage of customers like it, whether men preferred it over
women/ which age bracket favored it most.

• Unlike exploratory research, descriptive studies are conducted after the researcher has
gained a firm grasp of the situation being studied.

• Example: the popularity of a TV channel/ population census / Covid vaccine

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Causal Research

• Causal research seeks to identify cause and- effect relationships

• Whether variable A causes any effect (positive or negative) in variable B?

• The different types of research discussed here are often building blocks—exploratory
research builds the foundation for descriptive research, which usually establishes the
basis for causal research.

• Examples??????

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