MODULE 2

TYPES OF RESEARCH

Validity and Reliability

RELIABILITY:
The extend to which the measurement
process is free from errors. It deals with
accuracy and consistency. It is said reliabile if
it yields the same result when repeated
measurements are made under constant
conditions. Eg. Attitute towards a product or
brand preference

QUANTITATIVE MARKET RESESRCH

It is about surveying people about their opinion in a

structured way so as to produce hard facts and

statistical data and determine the data
Structured questionnaire is used to find the data.
Large sample size is considered
This method is measurable
The method often uses standalone methodologies
Sampling techniques are also used.
The popular ways of quantitative methods include
online
survey,
personal
interviews(structured
questionnaire), mail and telephone surveys
Combination of al the above is termed as hybrid
research

QUALITATIVE MARKET RESEARCH

It is a marketing research methods which

focus into the in depth motivations behavior

behind the consumer buying behavior or
opinion.
It does not give any statistical findings
It does use unstructured questionnaire/semi
structured
Large sample size is used
The depth and range of buyer attitudes,
perception and beliefs about a product is
considered

MAJOR TECHNIQUES IN QUALITATIVE

RESEARCH
1. Depth interview:

- unstructured questionnaire
- casual and informal way
Adv:
- able to discover the motivational factors of buying
- entertain the respondents to express any idea
without
any limitations
- lot of flexibility to the interviewers
Dis-adv:
- takes long time than a structured questionnaire
- the respondents may fatigue so biased response
- no systematic procedure so this requires trained
Psycho-analyst

2. Delphi technique:
Expertise opinion considered with the formal indirect
discussion and the result would be analyzed.
3. Focus group:
Indirect interview will be considered
4. Projective technique:
Interpreting the behavior of not their own but other
respondents too.
General type of projective technique:
a. Word association test
b. Sentence completion techniques
c. Thematic Appreciation Test (TAT)
- administration
- recording
- interpretations

OBSERVATION RESEARCH AND ITS

TYPES:
Most commonly used method specially the

study is related to the behavioral science

This research is done without the knowledge
of the respondents
It is the interviews/researcher own and direct
observation
The main advantage here is the bias is
eliminated
No past behavior is subjected only the present
happening is obtained.

TYPES OF OBSERATION RESEARCH

Structured observation or Unstructured method
Disguised or undisguised method
Direct or indirect observation
Human or mechanical observation
Participant observation or Non-participant

observation

ADVANTAGES OF OBSERVATION RESEARCH

The researcher is enabled to record the

natural behavior of the group

The researcher can gather info which cant be
collected easily
Double check can be concluded by
observation and with the questionnaire
The original data can be collected at the time
of the occurrence.
Observation can also be done on those who
cannot atticulate

DISADVANTAGES:
The observer may loose the objectivity
The researcher may be emotionally unstable
The observer wait for longer period of
observation
This is expensive method
It is very difficult to gather information on
opinion and intentions