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Research Methods |
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Quantitative Method |
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The main objective in quantitative studies
is to evaluate a population, the market
environment or phenomena. The results that
are obtained are numeric indicators
that reflect the reality for the universe
being studied. Such results are expressed
through absolute numbers, proportions or
indexes. For example: the distribution of
electrical energy for a certain population,
the average income of the residents of an
area, the proportion of voters for a
candidate, the number of wireless buyers
within a determined period of time, the
population that wishes to purchase certain
product or services, etc. Some of its
characteristics include:
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Determination of representative samples from
the universe;
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Use of structured questionnaires with open
and/or closed-ended questions;
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Use of gathering methods such as personal
interviews, phone interviews, direct mail (mail
and/or internet), home visits;
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Enables statistical analysis.
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Qualitative Method |
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The qualitative method tries to find the
answers “why”, tries to investigate concepts,
motivation and feelings that arise before or
a behavior or that are present during the
behavior of individuals as well as in the
social aspects. Its characteristics include:
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Analytical reports generated from the
content communicated by the interviewees
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Provides a more in-depth study of certain
variables which he quantitative method is
unable to capture
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Uses some techniques such as Discussion
Groups, Focus Groups and In-depth Interviews
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Secret Client / Mystery Shopper: simulation
in which the researcher pretends to be a
consumer in order to evaluate/test products
or services
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Methods |
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... Quantitative |
... Qualitative |
| Objective |
Subjective |
| Hard
Science |
Soft
Science |
| Test Theories |
Develops theories |
| Reduction,
Control, Precision |
Descovery, description,
understanding, shared interpretation |
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"Mechanist": Parts are like the whole |
"Organicist" : the whole is more than its parts |
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Enables statistical analysis |
Enables rich narratives and
individual interpretation |
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The basic elements for the analysis are the numbers |
The basic elements for the
analysis are words and ideas |
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The researcher maintains his/her distance from the
process |
The researcher participates in
the process |
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Independent from the context |
Dependent from the context |
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Test hypothesis |
Generates ideas and questions
for the research |
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Logical thought, and deductive |
Thought process is dialectic and
inductive |
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Establishes relationships of cause |
Describes the meaning of the
findings |
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Seeks generalization |
Seeks peculiarities |
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Is concerned with quantiies |
Is concemed with the quality of
the information and answers |
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Uses specific tools |
Uses communication and
observation |
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