Module 3: Quantitative Vs Qualitative Research Design

Scenario 3: A restaurant chain is planning to expand its

operations into a new place: Japan.

The company wants to orient the business by using menu,

ambiance, and overall customer experience aligning

specifically with the cultural preferences of the Japanese

population.

Ethnographic Research

Scenario 2: A supermarket chain is looking to optimize the

layout and product placement within their stores to enhance

the shopping experience and increase sales.

They are particularly interested in understanding how

customers behave in front of a specific shopping aisle

dedicated to organic products.

Observational/Clinical Research Approach

Scenario 1: A technology company is developing a new type

of smart home device that merges AI with household

appliances.

They have limited knowledge of how potential users might

interact with this technology and the challenges they might

face.

Exploratory Research Approach

Scenario 1: An interviewer, working for a company

seeking positive feedback, asks a question like, "You

were satisfied with our excellent service, weren't you?"

which nudges the respondent toward a favorable

response. This is example of what?

Leading Question

Scenario 2: A respondent, wanting to appear healthier,

overstates the frequency and intensity of their exercise

routine in a health survey, providing inaccurate

information about their habits.

Inaccuracy

What is qualitative research?

A market research method that focuses on obtaining data through open-ended and conversational communication to explore the why and how of human behavior

What does quantitative research focus on?

Identifying patterns and trends such as how many or how much, using numerical data.

What does qualitative research focus on?

Understanding attitudes, opinions, motivations, and behaviors — the why and how behind actions.

What is the main advantage of qualitative research over quantitative research?

It provides deeper insights when numbers alone cannot explain behavior or motivation.

What is Grounded Theory?

A research approach that systematically collects and analyzes data to develop theories grounded in real-world observations.

What is Narrative Research?

A method focusing on an individual’s story—what happened, how they tell it, and what it means to them over time.

What is Phenomenology in qualitative research?

The study of multiple people’s core feelings and emotions about a shared experience to find common themes.

What is Ethnographic Research?

The study of a specific group by living among them and observing their daily life to understand their culture and behavior

What is Observation in qualitative research?

Watching people’s actions without interfering to gather surface-level behavioral data

What are One-on-One Interviews?

In-depth interviews used to explore participants’ thoughts, feelings, and beliefs.

What are Case Studies?

Detailed explorations of one or more events or cases over time to understand complex issues in real-life contexts.

What are Focus Groups?

Moderated group discussions designed to capture diverse perspectives on a topic.

What is the Exploratory Research Approach?

Used when a topic is new or not well understood; aims to gather initial insights using open-ended methods like interviews or focus groups

What is the Orientation Research Approach?

Research conducted to orient businesses toward target customers by studying factors like culture, language, and socioeconomic background.

What is the Observational/Clinical Research Approach?

Research that observes people in natural settings to gain insights into behaviors that are difficult to capture through structured methods.

Limitations or Challenges of Qualitative Research

Time and resource limits, subjectivity and bias, interpretation challenges, and participant availability

What is meant by time and resource constraints in qualitative research?

Qualitative methods often take longer and require more effort and cost than surveys or quantitative studies

What is subjectivity and bias in qualitative research?

Researcher or participant opinions may influence how data is interpreted or reported.

What are interpretation challenges in qualitative data?

Difficulty in analyzing open-ended, complex data and ensuring interpretations are accurate.

What is participant availability?

Limited access to participants willing or able to provide in-depth qualitative insights.

What are errors in qualitative data collection?

Mistakes that occur during data collection caused by respondents or interviewers that affect data accuracy.

What are respondent errors?

Errors that occur when participants provide inaccurate, incomplete, or misleading information.

What are interviewer errors?

Mistakes made by the interviewer that bias or distort responses during qualitative data collection.

What is a respondent inaccuracy error?

When participants provide incorrect answers due to memory lapses, exaggeration, or social desirability

What is a respondent inability to answer error?

When participants cannot form an adequate answer due to misunderstanding, fatigue, or lack of knowledge.

What is a non-response error?

When participants refuse to answer or skip sensitive questions, leading to missing or skewed data.

What is a leading question?

A question phrased in a way that subtly guides respondents toward a specific answer.

What is interviewer bias?

When the interviewer’s tone, body language, or reactions influence how the respondent answers.

What is probing insufficiently?

When the interviewer fails to ask follow-up questions, missing valuable insights or depth.

What are recording errors?

Mistakes made when documenting or typing respondents’ answers incorrectly.

What are the pros of survey data collection?

• Quick and efficient for large samples.

• Provides structured, comparable data.

• Anonymity can encourage honest responses.

What are the cons of survey data collection?

1. Limited depth compared to interviews.

2. Question wording can bias answers.

3. Low response rates can reduce reliability.

What are the main modules of the Marketing Research course?

• Foundations of Marketing Research

• Marketing Insights using Data

• Data Collection for Marketing Research

• Data Analysis & Communicating Findings

• Reviews, Presentations, and Finals