This document discusses research design and qualitative and quantitative research methods. It covers key differences between qualitative and quantitative research, as well as different qualitative research orientations like phenomenology, ethnography, grounded theory, and case studies. Common qualitative research techniques are also outlined, such as focus groups, depth interviews, observations, and projective techniques. The document emphasizes that qualitative research is useful for exploratory objectives and developing an in-depth understanding of phenomena.

1. Research Design :Research Design :
Data Collection Methods –Data Collection Methods –
Qualitative & Quantitative ResearchQualitative & Quantitative Research
part 1part 1
Research Design :Research Design :
Data Collection Methods –Data Collection Methods –
Qualitative & Quantitative ResearchQualitative & Quantitative Research
part 1part 1
ABDM4064 BUSINESS RESEARCHABDM4064 BUSINESS RESEARCH
by
Stephen Ong
Principal Lecturer (Specialist)
Visiting Professor, Shenzhen

2. 6-2
Design in the Research ProcessDesign in the Research Process

3. 7–3
LEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMES
1. List and understand the differences between
qualitative research and quantitative research
2. Understand the role of qualitative research in
exploratory research designs
3. Describe the basic qualitative research
orientations
4. Recognize common qualitative research tools and
know the advantages and limitations of their use
5. Know the risks associated with acting on only
exploratory results
After studying this chapter, you should be able to

4. 7–4
LEARNING OUTCOMES (cont’d)LEARNING OUTCOMES (cont’d)LEARNING OUTCOMES (cont’d)LEARNING OUTCOMES (cont’d)
6. Discuss the advantages and disadvantages of
secondary data
7. Define types of secondary data analysis
conducted by business research managers
8. Identify various internal and proprietary sources of
secondary data
9. Give examples of various external sources of
secondary data
After studying this chapter, you should be able to

5. Figure 5.1 The research onion
Source: © Mark Saunders, Philip Lewis and Adrian Thornhill (2008), reproduced with permission

6. What is Qualitative Research?What is Qualitative Research?
 Qualitative business researchQualitative business research
 Research that addresses business objectivesResearch that addresses business objectives
through techniques that allow the researcherthrough techniques that allow the researcher
to provide elaborate interpretations ofto provide elaborate interpretations of
phenomena without depending on numericalphenomena without depending on numerical
measurementmeasurement
 Its focus is on discovering true inner meanings andIts focus is on discovering true inner meanings and
new insights.new insights.
 Researcher-dependentResearcher-dependent
 Researcher must extract meaning fromResearcher must extract meaning from
unstructured responses such as text from aunstructured responses such as text from a
recorded interview or a collage representingrecorded interview or a collage representing
the meaning of some experience.the meaning of some experience.

7. 7–7
Uses of Qualitative ResearchUses of Qualitative Research
 Qualitative research is useful when:Qualitative research is useful when:
 It is difficult to develop specific and actionableIt is difficult to develop specific and actionable
decision statements or research objectives.decision statements or research objectives.
 The research objective is to develop a detailedThe research objective is to develop a detailed
and in-depth understanding of some phenomena.and in-depth understanding of some phenomena.
 The research objective is to learn how aThe research objective is to learn how a
phenomenon occurs in its natural setting or tophenomenon occurs in its natural setting or to
learn how to express some concept in colloquiallearn how to express some concept in colloquial
terms.terms.
 The behaviour the researcher is studying isThe behaviour the researcher is studying is
particularly context-dependent.particularly context-dependent.
 A fresh approach to studying the problem isA fresh approach to studying the problem is
needed.needed.

8. 7–8
Qualitative “versus” QuantitativeQualitative “versus” Quantitative
ResearchResearch
 Quantitative business research
 Descriptive and conclusive
 Addresses research objectives through
empirical assessments that involve numerical
measurement and statistical analysis.
 Qualitative business research
 Exploratory
 Uses small versus large samples
 Asks a broad range of questions versus
structured questions
 Subjective interpretation versus statistical
analysis

9. 7–9
EXHIBIT 7.EXHIBIT 7.11 Comparing Qualitative and Quantitative ResearchComparing Qualitative and Quantitative Research

10. 7–10
Contrasting Exploratory andContrasting Exploratory and
Confirmatory ResearchConfirmatory Research
 Qualitative data
 Data that are not characterized by
numbers but rather are textual, visual, or
oral.
 Focus is on stories, visual portrayals,
meaningful characterizations, interpretations,
and other expressive descriptions.
 Quantitative data
 Represent phenomena by assigning
numbers in an ordered and meaningful
way.

11. 7–11
Qualitative Research OrientationsQualitative Research Orientations
 MajorMajor OrientationsOrientations of Qualitativeof Qualitative
ResearchResearch
1.1. Phenomenology—originating inPhenomenology—originating in
philosophy and psychologyphilosophy and psychology
2.2. Ethnography—originating inEthnography—originating in
anthropologyanthropology
3.3. Grounded theory—originating inGrounded theory—originating in
sociologysociology
4.4. Case studies—originating inCase studies—originating in
psychology and in business researchpsychology and in business research

12. 7–12
What Is a PhenomenologicalWhat Is a Phenomenological
Approach to Research?Approach to Research?
 PhenomenologyPhenomenology
 A philosophical approach to studyingA philosophical approach to studying
human experiences based on the idea thathuman experiences based on the idea that
human experience itself is inherentlyhuman experience itself is inherently
subjective and determined by the contextsubjective and determined by the context
in which people live.in which people live.
 Seeks to describe, reflect upon, andSeeks to describe, reflect upon, and
interpret experiences.interpret experiences.
 Relies on conversational interview toolsRelies on conversational interview tools
and respondents are asked to tell a storyand respondents are asked to tell a story
about some experience.about some experience.

13. 7–13
What Is Ethnography?What Is Ethnography?
 EthnographyEthnography
 Represents ways of studying culturesRepresents ways of studying cultures
through methods that involvethrough methods that involve
becoming highly active within thatbecoming highly active within that
culture.culture.
 Participant-observationParticipant-observation
 An ethnographic research approachAn ethnographic research approach
where the researcher becomeswhere the researcher becomes
immersed within the culture that he orimmersed within the culture that he or
she is studying and draws data fromshe is studying and draws data from
his or her observations.his or her observations.

14. 7–14
What Is Grounded Theory?What Is Grounded Theory?
 Grounded TheoryGrounded Theory
 Represents an inductive investigation inRepresents an inductive investigation in
which the researcher poses questionswhich the researcher poses questions
about information provided byabout information provided by
respondents or taken from historicalrespondents or taken from historical
records.records.
 The researcher asks the questions to him orThe researcher asks the questions to him or
herself and repeatedly questions theherself and repeatedly questions the
responses to derive deeper explanations.responses to derive deeper explanations.
 Key questions:Key questions:
 What is happening here?What is happening here?
 How is it different?How is it different?

15. 7–15
What Are Case Studies?What Are Case Studies?
 Case StudiesCase Studies
 The documented history of aThe documented history of a
particular person, group,particular person, group,
organization, or event.organization, or event.
 ThemesThemes
 Are identified by the frequency withAre identified by the frequency with
which the same term (or a synonym)which the same term (or a synonym)
arises in the narrative description.arises in the narrative description.

16. Figure 5.2 The action research spiral
Source: © Saunders et al. (2009), reproduced with permission

17. COMMON TECHNIQUES USEDCOMMON TECHNIQUES USED
IN QUALITATIVE RESEARCHIN QUALITATIVE RESEARCH
 Some common techniques used in qualitative
research are:
 Focus Group Interview
 Depth Interviews
 Conversations
 Free-Association and Sentence Completion
Methods
 Observation
 Collages
 Projective Research Techniques
 Thematic Apperception Test (TAT) 7–17

18. 7–18
EXHIBIT 7.2EXHIBIT 7.2 Common Qualitative Research ToolsCommon Qualitative Research Tools

19. 7–19
Focus Group InterviewFocus Group Interview
An unstructured, free-flowing interview with a
small group (6-10 people) led by a moderator
who encourages dialogue among respondents.
Advantages:
1. Relatively fast
2. Easy to execute
3. Allow respondents to piggyback off each other’s
ideas – one respondent stimulates thought among
the others.
4. Provide multiple perspectives
5. Flexibility to allow more detailed descriptions
6. High degree of scrutiny – session can be observed
since they are usually conducted in a room with a
two-way mirror and are generally tape recorded or
videotaped for later examination.

20. 7–20
Focus Group Interview -Focus Group Interview -
Focus Group RespondentsFocus Group Respondents
 Group Composition
 6 to 10 people
 Relatively
homogeneous
 Similar lifestyles and
experiences

21. 7–21
Focus Group Interview - The
Focus Group Moderator
 Moderator
 A person who leads a focus group interview
and insures that everyone gets a chance to
speak and contribute to the discussion.
 Qualities of a good moderator:
 Develops rapport with the group
 Good listener
 Tries not to interject his or her own opinions
 Controls discussion without being
overbearing

22. 7–22
Focus Group Interview -Focus Group Interview -
Planning a Focus Group OutlinePlanning a Focus Group Outline
 Discussion guideDiscussion guide
 Includes written introductoryIncludes written introductory
comments informing the groupcomments informing the group
about the focus group purpose andabout the focus group purpose and
rules and then outlines topics orrules and then outlines topics or
questions to be addressed in thequestions to be addressed in the
group session.group session.

23. 7–23
EXHIBIT 7.3EXHIBIT 7.3 Discussion Guide for a Focus Group InterviewDiscussion Guide for a Focus Group Interview

24. 7–24
Disadvantages of FocusDisadvantages of Focus
GroupsGroups
 Focus groups:
 Require objective, sensitive, and effective
moderators.
 May have unique sampling problems.
 May not be useful for discussing sensitive
topics in face-to-face situations.
 Cost a considerable amount of money,
particularly when they are not conducted
by someone employed by the company
desiring the focus group.

25. 7–25
Depth InterviewsDepth Interviews
 Depth interviewDepth interview
 A one-on-one interview between aA one-on-one interview between a
professional researcher and a researchprofessional researcher and a research
respondent conducted about some relevantrespondent conducted about some relevant
business or social topic.business or social topic.
 LadderingLaddering
 A particular approach to probing askingA particular approach to probing asking
respondents to compare differences betweenrespondents to compare differences between
brands at different levels.brands at different levels.
 Produces distinctions at the:Produces distinctions at the:
 attribute levelattribute level
 benefit levelbenefit level
 value or motivation level

26. ConversationsConversations
 Conversations
 An informal qualitative data-gathering
approach in which the researcher engages a
respondent in a discussion of the relevant
subject matter.
 Semi-structured interviews
 Written form and ask respondents for short
essay responses to specific open-ended
questions.
 Advantages
 An ability to address more specific issues
 Responses are easier to interpret
 Without the presence of an interviewer, semi-
structured interviews can be relatively cost
effective

27. 7–27
Conversations - SocialConversations - Social
NetworkingNetworking
 One of the most impactful trends in recent
times.
 For many, social networking sites have become
the primary tool for communicating with friends
both far and near and known and unknown.
 MySpace
 Second Life
 Zebo
 A large portion of this information
discusses business and consumer-related
information.
 Companies monitor these sites for information
related to their brands.

28. 7–28
Free-Association and SentenceFree-Association and Sentence
Completion MethodsCompletion Methods
 Free-association techniquesFree-association techniques
 Record a respondent’s first cognitiveRecord a respondent’s first cognitive
reactions (top-of-mind) to some stimulus.reactions (top-of-mind) to some stimulus.
 Allow researchers to map a respondent’sAllow researchers to map a respondent’s
thoughts or memory.thoughts or memory.
 E.g. what is the No. 1 shampoo brand?E.g. what is the No. 1 shampoo brand?
 Sentence completionSentence completion
 People who drink beer arePeople who drink beer are
 A man who drinks light beer isA man who drinks light beer is
 Imported beer is most liked byImported beer is most liked by
 The woman drinking beer in the commercialThe woman drinking beer in the commercial

29. 7–29
Other TechniquesOther Techniques
 ObservationObservation
 Field notesField notes
 The researcher’s descriptions of what actuallyThe researcher’s descriptions of what actually
happens in the field.happens in the field.
 These notes then become the text from whichThese notes then become the text from which
meaning is extracted.meaning is extracted.
 Advantageous for gaining insight into thingsAdvantageous for gaining insight into things
that respondents cannot or will not verbalize.that respondents cannot or will not verbalize.
 CollagesCollages
 Respondents prepare a collage to representRespondents prepare a collage to represent
their experiences.their experiences.
 Analyzed for meaning.Analyzed for meaning.

30. 7–30
Other Techniques (cont’d)Other Techniques (cont’d)
 Projective Research TechniquesProjective Research Techniques
 An indirect means of questioningAn indirect means of questioning
enabling respondents to projectenabling respondents to project
beliefs and feelings onto a thirdbeliefs and feelings onto a third
party, an inanimate object, or a taskparty, an inanimate object, or a task
situation.situation.
 Particularly useful in studyingParticularly useful in studying
sensitive issues.sensitive issues.

31. 7–31
Other Techniques (cont’d)Other Techniques (cont’d)
 Thematic Apperception Test (TAT)Thematic Apperception Test (TAT)
 Presents subjects with anPresents subjects with an
ambiguous picture(s) in whichambiguous picture(s) in which
consumers and products are theconsumers and products are the
center of attention.center of attention.
 Investigator asks the subject toInvestigator asks the subject to
tell what is happening in thetell what is happening in the
picture(s) now and what mightpicture(s) now and what might
happen next.happen next.

32. 7–32
An Example of a TAT PictureAn Example of a TAT Picture

33. 8–33
Secondary Data ResearchSecondary Data Research
 Secondary DataSecondary Data
 Data gathered and recorded by someoneData gathered and recorded by someone
else prior to and for a purpose other thanelse prior to and for a purpose other than
the current project.the current project.
• AdvantagesAdvantages
AvailableAvailable
Faster and less expensive thanFaster and less expensive than
acquiring primary dataacquiring primary data
Requires no access to subjectsRequires no access to subjects
Inexpensive—government data isInexpensive—government data is
often freeoften free
May provide informationMay provide information
otherwise not accessibleotherwise not accessible
• DisadvantagesDisadvantages
Uncertain accuracyUncertain accuracy
Data not consistentData not consistent
with needswith needs
Inappropriate units ofInappropriate units of
measurementmeasurement
Time periodTime period
inappropriateinappropriate
(outdated)(outdated)

34. 8–34
Is it possible
to go to the
original data
source?
Evaluating Secondary DataEvaluating Secondary Data

35. 8–35
Secondary Data Research…Secondary Data Research…
 Data conversionData conversion
 The process of changing the originalThe process of changing the original
form of the data to a format suitableform of the data to a format suitable
to achieve the research objectiveto achieve the research objective
 Also called data transformationAlso called data transformation
 Cross-checksCross-checks
 The comparison of data from oneThe comparison of data from one
source with data from another sourcesource with data from another source
to determine the similarity ofto determine the similarity of
independent projects.independent projects.

36. Common Research Objectives forCommon Research Objectives for
Secondary-Data StudiesSecondary-Data Studies

37. 8–37
Typical Objectives for Secondary-Typical Objectives for Secondary-
Data Research DesignsData Research Designs
 Fact FindingFact Finding
 Identification of consumer behavior for aIdentification of consumer behavior for a
product categoryproduct category
 Trend AnalysisTrend Analysis
 Market trackingMarket tracking—t—the observation and analysis ofhe observation and analysis of
trends in industry volume and brand share overtrends in industry volume and brand share over
time.time.
 Environmental ScanningEnvironmental Scanning
 Information gathering and fact-finding that isInformation gathering and fact-finding that is
designed to detect indications of environmentaldesigned to detect indications of environmental
changes in their initial stages of development.changes in their initial stages of development.

38. 8–38
Cola’s Share of the Carbonated Soft-Drink MarketCola’s Share of the Carbonated Soft-Drink Market
Source: Theresa Howard, “Coca-Cola Hopes Taking New Path Leads to Success,” USA Today, March 6,
2001, p. 6b. From USA Today a division of Gannett Co., Inc. Reprinted with Permission.

39. Model BuildingModel Building
 Model building involves specifyingModel building involves specifying
relationships between two or morerelationships between two or more
variables.variables.
 3 common objectives:3 common objectives:
 Estimating Market Potential forEstimating Market Potential for
Geographic AreasGeographic Areas
 Forecasting SalesForecasting Sales
 Analysis of Trade Areas andAnalysis of Trade Areas and
SitesSites 7–39

40. 8–40
Model BuildingModel Building
Analysis of TradeAnalysis of Trade
Areas and SitesAreas and Sites
Analysis of TradeAnalysis of Trade
Areas and SitesAreas and Sites
Estimating MarketEstimating Market
PotentialPotential
Estimating MarketEstimating Market
PotentialPotential
ForecastingForecasting
SalesSales
ForecastingForecasting
SalesSales
ModelModel
BuildingBuilding
ModelModel
BuildingBuilding

41. 8–41
Data MiningData Mining
 Data MiningData Mining
 The use of powerful computers to digThe use of powerful computers to dig
through volumes of data to discoverthrough volumes of data to discover
patterns about an organization’spatterns about an organization’s
customers and products; applies tocustomers and products; applies to
many different forms of analysis.many different forms of analysis.
 Neural NetworkNeural Network
 A form of artificial intelligence inA form of artificial intelligence in
which a computer is programmed towhich a computer is programmed to
mimic the way that human brainsmimic the way that human brains
process information.process information.

42. 8–42
Data Mining (cont’d)Data Mining (cont’d)
 Market-Basket AnalysisMarket-Basket Analysis
 A form of data mining that analyzesA form of data mining that analyzes
anonymous point-of-sale transactionanonymous point-of-sale transaction
databases to identify coinciding purchasesdatabases to identify coinciding purchases
or relationships between productsor relationships between products
purchased and other retail shoppingpurchased and other retail shopping
information.information.
 Customer DiscoveryCustomer Discovery
 Involves mining data to look for patternsInvolves mining data to look for patterns
identifying who is likely to be a valuableidentifying who is likely to be a valuable
customer.customer.

43. 8–43
Sources of InternalSources of Internal
Secondary DataSecondary Data
 Internal and Proprietary DataInternal and Proprietary Data
 Accounting informationAccounting information
 Sales information and backordersSales information and backorders
 Customer complaints, service records,Customer complaints, service records,
warranty card returns, and other records.warranty card returns, and other records.
 IntranetsIntranets

44. 8–44
External Secondary Data SourcesExternal Secondary Data Sources
 External DataExternal Data
 Generated or recorded by an entity other than theGenerated or recorded by an entity other than the
researcher’s organization.researcher’s organization.
 Information as a product and its distributionInformation as a product and its distribution
 LibrariesLibraries
 InternetInternet
 VendorsVendors
 ProducersProducers
 Books and periodicalsBooks and periodicals
 GovernmentGovernment
 MediaMedia
 Trade associationsTrade associations
 Commercial sourcesCommercial sources

45. 8–45
InformationInformation
as a Productas a Product
and Itsand Its
DistributionDistribution
ChannelsChannels

46. 8–46
Commercial SourcesCommercial Sources
 Market-share dataMarket-share data
 Demographic and censusDemographic and census
updatesupdates
 Consumer attitude and publicConsumer attitude and public
opinion researchopinion research
 Consumption and purchaseConsumption and purchase
behaviour databehaviour data
 Advertising researchAdvertising research

47. 8–47
Single-Source and Global Research DataSingle-Source and Global Research Data
 Single-Source DataSingle-Source Data
 Diverse types of data offered by a single company.Diverse types of data offered by a single company.
 Usually integrated on the basis of a common variableUsually integrated on the basis of a common variable
(i.e., geographic area or store).(i.e., geographic area or store).
 Government AgenciesGovernment Agencies
 Global secondary dataGlobal secondary data
 Typical limitations of secondary dataTypical limitations of secondary data
 Additional pitfallsAdditional pitfalls
 Unavailable in some countriesUnavailable in some countries
 Questionable accuracy (political influences)Questionable accuracy (political influences)
 Lack of standardized research terminologyLack of standardized research terminology
 CIA’s World Factbook; National Trade Data BankCIA’s World Factbook; National Trade Data Bank

48. 8–48
EXHIBIT 8.EXHIBIT 8.99 Examples of Single-Source DatabasesExamples of Single-Source Databases

49. 8–49
Research Snapshot: Around the World of DataResearch Snapshot: Around the World of Data

50. 8–50
EXHIBIT 8.10EXHIBIT 8.10 Examples of Information Contained in the NTDBExamples of Information Contained in the NTDB
• Agricultural commodity production and trade
• Basic export information
• Calendars of trade fairs and exhibitions
• Capital markets and export financing
• Country reports on economic and social
policies and trade practices
• Energy production, supply, and inventories
• Exchange rates
• Export licensing information
• Guides to doing business in foreign countries
• International trade terms directory
• How-to guides
• International trade regulations/agreements
• International trade agreements
• Labor, employment, and productivity
• Maritime and shipping information
• Market research reports
• Overseas contacts
• Overseas and domestic industry information
• Price indexes
• Small business information
• State exports
• State trade contacts
• Trade opportunities
• U.S. export regulations
• U.S. import and export statistics by country
and commodity
• U.S. international transactions
• World Fact Book
• World minerals production

51. 6-51
Exercise : Research Design PlanExercise : Research Design Plan
BlueprintBlueprintBlueprintBlueprint
PlanPlanPlanPlan
GuideGuideGuideGuide
FrameworkFrameworkFrameworkFramework

52. 6-52
What Tools Are Used in DesigningWhat Tools Are Used in Designing
Research?Research?

53. 6-53
Example :Example :
Project Plan inProject Plan in
Gantt chart formatGantt chart format
What Tools Are Used inWhat Tools Are Used in
Designing Research?Designing Research?

54. Further ReadingFurther Reading
 COOPER, D.R. AND SCHINDLER, P.S. (2011)
BUSINESS RESEARCH METHODS, 11TH
EDN,
MCGRAW HILL
 ZIKMUND, W.G., BABIN, B.J., CARR, J.C. AND
GRIFFIN, M. (2010) BUSINESS RESEARCH
METHODS, 8TH
EDN, SOUTH-WESTERN
 SAUNDERS, M., LEWIS, P. AND THORNHILL, A.
(2012) RESEARCH METHODS FOR BUSINESS
STUDENTS, 6TH
EDN, PRENTICE HALL.
 SAUNDERS, M. AND LEWIS, P. (2012) DOING
RESEARCH IN BUSINESS & MANAGEMENT, FT
PRENTICE HALL.