Research Design: Qualitative, Quantitative Methods & Error Types

Posted on Feb 22, 2025 in Marketing

Research Design

Probabilistic Methods (Random Sampling)

  • Simple Random Sampling: Each member of the population has an equal chance of being selected. May not preserve population characteristics.
  • Stratified Random Sampling: Divide the population into subgroups (strata) based on relevant characteristics, then randomly sample from each subgroup. Requires knowledge of population subgroups.

Non-Probabilistic Methods (Non-Random Sampling)

  • Quota Sampling: Select participants based on predetermined quotas for specific characteristics. Easy to implement, doesn’t require a full population list. Less representative than random sampling.
  • Snowball Sampling: Start with a few individuals who meet your criteria and ask them to identify others who fit the profile. Useful when the target population is difficult to access. Can lead to biased samples.

Exploratory vs. Conclusive Research

  • Exploratory Research: Understand something new. Qualitative (words, comments, focus groups), flexible and unstructured, open-ended questions, not representative (small samples), input for further research.
  • Conclusive Research: Test hypotheses and make decisions. Quantitative (numbers, surveys), structured and defined, closed-ended questions, representative (large samples), input for decision making.

Types of Research

  1. Descriptive Research: Describes characteristics.
    • Cross-Sectional: (one-time data). Snapshot of a population at one point in time, uses surveys, questionnaires, one-time interviews. +Fast, inexpensive, captures current trends. -No cause-and-effect, prone to cohort effects (differences due to age groups).
    • Cohort Analysis: Technique for analyzing trends across age groups in cross-sectional data. Collect data from multiple samples representing different cohorts at the same time. Analyze diagonals of the data table to see changes within each cohort over time.
    • Longitudinal Design: (data over time). Tracks the same group (cohort) over time through multiple data collections, uses repeated surveys, interviews, observations. +Cause-and-effect possible, valuable insights into change over time. -Time-consuming, expensive, potential for sample attrition (participants dropping out).
  2. Causal Research: Tests cause-and-effect relationships. Requires identifying dependent (outcome), independent (cause), and confounding variables, controlled environment (Field/Lab).

Understanding Research Error

  • Total Error: The overall inaccuracy in your research design. We strive to minimize it.
  • Sampling Error: Inaccuracy due to using a sample instead of the entire population. Minimized by Larger sample size, Proper sampling methods (e.g., random sampling).
  • Non-Sampling Error: Errors unrelated to the sample.
    • Non-Response Error: Missing data due to unreachable or non-participating individuals. Minimized by Persistence, Incentives for participation.
    • Response Error: Inaccurate or misleading information from participants.
      • Surrogate Information Error (Measuring something similar but easier)
      • Measurement Error (Using the wrong tool)
      • Population/Sampling Frame Error (Incorrectly defining or listing the target population)
      • Data Analysis Error (Applying the wrong statistical techniques)
      • Interviewer Errors (Respondent Selection, Questioning, Recording, Cheating errors)

The goal is to minimize total error, not each individual type.

Qualitative Research

Focus Group (FG) Procedure

  1. Determine the managerial decision problem and the research problem.
  2. Specify the objectives/questions to be answered by the focus group.
  3. Establish the participant recruiting criteria.
  4. Develop a moderator outline.
  5. Conduct the focus group interviews.
  6. Data entering and analysis.
  7. Summarize your findings.

Screening Questionnaire

Who is suitable for FG. A quality control tool to ensure that the FG has the right people to give the best results.

Focus Group Advantages and Disadvantages

  • Advantages: Group synergies, wealth of data, speed of data collection, cost effectiveness.
  • Disadvantages: Lack of representativeness, group thinking, messy data and researcher bias.

Traditional (Face-to-Face) vs. Online Focus Groups

  • Traditional (Face-to-Face):
    • Advantages: Richer data through nonverbal cues and group interaction. Moderator can easily control the flow of discussion.
    • Disadvantages: Recruiting participants who can meet at a specific location and time can be challenging. Limited geographic reach.
  • Online:
    • Advantages: Easier and faster to recruit participants. Wider geographic reach for more diverse samples. Lower costs.
    • Disadvantages: Less rich data due to lack of nonverbal cues. Moderator has less control over the flow of discussion.

Quantitative Research

Survey/Questionnaire Design Process

Information method, administration method, question content, question structure, question wording, question order, pretesting and adjusting.

Question Content Considerations

Question really necessary, better single/several question, respondent informed, respondent remember, respondent articulate answer, respondent willing to answer.

Question Structure: Unstructured vs. Structured

  • Unstructured:
    • Advantages: Better fit of what participants think, good for building trust.
    • Disadvantages: Interviewer bias unless the questionnaire is self-administered, Time-consuming and subjective coding.
  • Structured:
    • Advantages: Much reduced interviewer bias, Fast and objective coding.
    • Disadvantages: Coming up with a full range of appropriate predefined answers is challenging – Can’t easily obtain information from alternatives that weren’t listed as answers, participants tend to skip it.
    • Types: Comparative (paired comparison, rank order, constant sum) VS Non-comparative (Likert scale, semantic differential).

Website Usability and SEO

Website Usability

Easy & enjoyable navigation for visitors to achieve their goals. +Higher engagement, conversion rates, and marketing success. Measurement: Conversion rate, bounce rate, time on site, user surveys.

Market Research for Usability

Define Goals: What aspects to assess (navigation, content clarity)?, Target Audience: Who are you designing for?, Research Methods: User testing, surveys, analytics., Conduct Research: Collect data through chosen methods., Analyze & Improve: Identify and prioritize areas for improvement. Iterate & Refine: Implement changes and retest usability.

SEO (Search Engine Optimization)

Higher website ranking in search results for relevant keywords. +Increased organic traffic (visitors from search engines). Website Traffic: Total number of visitors over a specific period. Understanding traffic sources helps refine marketing strategies.

Qualitative vs. Quantitative: A Summary

  • Quantitative: Describe and generalize, data collection: Numbers, Analyze numbers with statistics, Help managers with decisions.
  • Qualitative: Understand underlying reasons and motivations, Words and comments, Analyze words and find patterns, Build better quantitative research.

Depth Interview Techniques

Probing Techniques

(Deeper insights): laddering (product charac→user charac), hidden issue(dont ask product, ask social, work lives, manager’fantasies), symbolic analysis(language,metaphors)

Projective Techniques

Help reveal participants’ underlying associations and information they might not consciously share.

  • Word Association: Participants say the first word that comes to mind for each brand/product-related word. Measures response time: faster = more honest association. Analyze responses as positive, negative, or neutral.
  • Sentence Completion: Participants complete unfinished sentences with the first word/phrase that comes to mind. Similar to word association, but provides more context.
  • Construction Techniques: Participants create stories about ambiguous pictures. Deep exploration of emotions, motivations, and personality traits. +Uncover subconscious thoughts and feelings.

Projective Techniques: Advantages and Disadvantages

  • Disadvantages: Participants wanting to give “correct” answers. -Lack of representativeness (small samples). Messy data requiring skilled interpretation. Potential for researcher bias in interpreting responses.

Direct vs. Indirect Research

  • Direct: (focus, depth) Direct means you are not making any efforts to hide the true purpose of the research.
  • Indirect: (projective) You are making an effort to hide the true purpose of the research.