Methods in

business
research
Session 15.
Dr. Ubedullah Khoso
Applied Business Research-Quantitative

S1: Introduction to Quantitative

Research
Dr. Ubedullah Khoso
What is quantitative research?
What is quantitative research?
 Quantitative research is a systematic approach to gather and analyze
numerical data through statistical, computational, or mathematical methods
to uncover patterns, trends, and relationships.

 It involves the use of structured research instruments, such as surveys,

experiments, and observations, to generate empirical evidence that can be
measured, tested, and replicated.

 The goal of quantitative research is to provide objective and verifiable

information to support or refute hypotheses and inform decision-making
processes.
Differences
Logic: Quantitative Deductive and Qualitative
Often Inductive

Philosophy: Quantitative Positivist and

Qualitative Constructivist or Interpretivisit

Reality Ontology: Quantitative Objective and

Qualitative Subjective
Quantitative Research Process
Measurement Fundamentals
• Natural science deals with concepts that are well defined and to great
extent standardized measures (e.g. speed, distance, volume, weight,
size, etc.) . We have scientific instrument to measure them right !!!!!!!!

• On the contrary the social science often uses concepts that are ill
defined and therefore the standardization in terms of how it is
measured varies or there is little agreement (e.g. social class,
development, poverty, etc.)
• Statistics cannot be used until we understand the “the fundamental
nature” of measurement (McNabb)
What is a concept?
Concepts are the way that we make sense of the social world.

Concepts are:
• Building blocks of theory
• Labels that we give to elements of the social world
• Categories for the organization of ideas and observations (Bulmer, 1984)

Concepts are useful for:

• Providing an explanation of a certain aspect of the social world
• Standing for things we want to explain
• Giving a basis for measuring variation
What is measure? And why do we need it?
• A tool used to assess or quantify a particular concept or construct of
interest.

• To delineate fine differences between people, organizations, or any

other unit of analysis
• To provide a consistent device for gauging distinctions
• To produce precise estimates of the degree of the relationship between
concepts
Indicators of concepts
• There is a difference between an indicator and a measure

• Produced by the operational definition of a concept

• Less directly quantifiable than measures

• Common sense understandings of the form a concept might take

• Multiple-indicator measures
• concept may have different dimensions
Variables
• Independent Variable: a variable that is manipulated by the marketer
to observe its effect on the dependent variable. For example, a
marketer may change the price of a product to see how it affects sales.

• Dependent Variable: a variable that is measured to determine the

effect of the independent variable. For example, in the above example,
the dependent variable would be sales.
Variables
• Mediating Variable: a variable that explains the relationship between
the independent and dependent variables. For example, in the above
example, the mediating variable might be the perceived value of the
product.

• Moderating Variable: a variable that affects the strength or direction

of the relationship between the independent and dependent variables.
For example, the moderating variable might be the type of customer
being targeted
Research Hypothesis
• What is Null-Hypothesis H0?

• What is Alternative-Hypothesis H1?

The main preoccupations of quantitative
researchers
1. Measurement

2. Causality

3. Generalization

4. Replication
1. Measurement

• Can a concept be quantified?

• Comparisons between measures

• Variation in a variable
2. Causality
• Explanation
• why things are the way they are

• Direction of causal influence

• relationship between dependent & independent variables

• Confidence
• in the researcher's causal inferences
Impact or Category…?
3. Generalization

• Can findings be generalized from sample to

population?
• How representative are samples?
Generalization (ability)
Replication
• Detailed description of procedures allows other researchers to replicate study
• Low incidence of published replications