CO SCI 136 Lecture Notes - Lecture 17: Presupposition, Qualitative Marketing Research, Focus Group
Document Summary
Quantitative research is research undertaken in a structured way to gain insight into behaviour, motivations and attitudes. Key characteristics: more structured, larger samples, easy to replicate, statistical, surveys: A survey is defined as a research method used for collecting data from a pre-defined group of respondents to gain information and insights on various topics of interest. Surveys have a variety of purposes and can be carried out in many ways depending on the methodology chosen and the objectives to be achieved. Advantages: low cost, limited time wasted, procedures are standardised & Disadvantages: time pressure, interviewer bias, per-interview cost high, high refusal rate specific, monitoring, other aids can be used. Advantages: compulsion to answer the telephone, efficient call-backs, high response rate, no travel, question modification possible. Disadvantages: list of telephone numbers out-dated, unwanted sales pitch, time constraints, no visual aids. A questionnaire is a research instrument consisting of a series of questions for the purpose of gathering information from respondents.
