APPROACHES TO RESEARCH

a. Quantitative Research
a. Inferential
b. Experimental
c. Simulation
b. Qualitative Research
a. Ethnographic
b. Phenomenological
c. Field Research

QUANTITATIVE RESEARCH

• Quantitative research is concerned with subjective assessment of attitudes,

opinions and behaviour.
• It is applicable to the phenomenon that can be measured in terms of
quantity.
• Focus in this research is concise and narrow.
• The data collected in this research is measurable and can be analysed easily by the
researcher.
• It deals with WHAT, WHEN & WHERE to research .
• This type of research is used in the latter phase of research cycle.
• It is basically the study of numbers and statistics.The researcher can use
different types of tools like questionnaires or equipments to gather
numerical information.
• The data collected in quantitative research is more effective than
qualitative.
• Quantitative research tries to measure something precisely. It measures
consumer behaviour, knowledge, opinions and attitudes.
• Survey is the most common method of conducting quantitatively research.

OBJECTIVES AND PURPOSE OF QUANTITATIVE RESEARCH

1. To make accurate predictions about relationships between market factors and

behavior.
2. To obtain meaningful insight into those relationship.
3. To establish correctness of those relationship.
4. To test various types of hypothesis.
5. To employ services of qualified and trained researcher.
6. To translate numerical data into meaningful descriptive information.
7. To collect valid and reliable data.
8. To make computerized analysis through the use of statistical and mathematical methods.
9. To utilize internet for feedback information.
10. To avoid personal bias in collecting information.

Classification of Quantitative Research

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 1. Inferential Approach
2. Experimental Approach
3. Simulation

INFERENTIAL APPROACH (conclude)

• The purpose of inferential research is to form a data base from which to

infer characteristics or relationship of population.
• It is a survey research where a sample of population is studied to determine
its characteristics and then they are inferred that the population has that
characteristics.
• The data collected is used to draw broader inferences.

EXPERIMENTAL APPROACH

• This approach aims to establish a cause effect relationship among the group
of subjects.
• When conducting an experiment, the researcher tries to identify the
relationship among different variables.
• It is characterized by much greater control over the research environment ,
and in this case some variables are manipulated to observe the effect on the
other variables.

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 SIMULATION

• Simulation means to reproduce the conditions of a situation or create a model for study,
testing or training.
• It is an experiment conducted on a model of some system of interest.
• I t involves creation of artificial environment within which the relevant data and
information can be generated.
• If other methods answer the

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