Quantitative Research Methods

• Quantitative research is a systematic investigation focused on collecting and analyzing numerical data.
• The goal is to understand patterns, relationships, and trends.
• It tests hypotheses, measures variables, and helps in making data-driven decisions.

Key Characteristics

• Employs structured data collection methods like surveys and experiments.
• Aims for objective and replicable results.
• Utilizes statistical analysis such as regression and ANOVA.
• Often involves large sample sizes.

Qualitative vs. Quantitative Research

• Qualitative research explores ideas and formulates hypotheses.
• Quantitative research tests hypotheses.
• Qualitative analysis summarizes, categorizes, and interprets data.
• Quantitative analysis uses math and statistical methods.
• Qualitative research involves fewer respondents.
• Quantitative research involves many respondents.
• Qualitative research is characterized by understanding contextual meaning and subjectivity.
• Quantitative reasearch is characterized by testing for Replicability and Objectivity
• Qualitative outcomes are expressed in words.
• Quantitative outcomes are expressed in numbers, graphs, and fewer words.

Demographic Details

• Includes basic personal information.
• Includes age and life stage.
• Includes gender and identity.
• Includes marital status.
• Includes household composition.
• Includes education level.
• Includes employment status.
• Includes occupation and industry.
• Includes income level and geographic location.
• Includes ethnicity and cultural background.
• Includes religion and beliefs.
• Includes language proficiency.
• Includes housing situation.
• Includes health and disability status.
• Includes technology and internet access.
• Includes political affiliation, if relevant.
• Includes media consumption habits.

Quantitative Research Types

• Descriptive research describes characteristics or trends, e.g., a survey on customer satisfaction.
• Correlational research identifies relationships without causation, e.g., a study linking screen time and academic performance.
• Experimental research tests cause-and-effect by manipulating variables, e.g., testing a new drug's effect.
• Quasi-experimental research tests cause-and-effect without full control, e.g., evaluating the impact of a new education policy.
• Longitudinal research tracks changes over time, e.g., a 5-year study on shopping habits.
• Cross-sectional research captures a snapshot at one point in time, e.g., consumer preferences for smartphones in 2024.

Descriptive Research Example

• Elite Stays, a luxury hotel chain, uses online surveys to understand customer satisfaction post-renovations, focusing on cleanliness, amenities, service, and overall satisfaction.

Descriptive Research: Question Types

• Demographic questions categorize respondents, such as asking about the age distribution of EV buyers.
• Behavioral questions describe consumer actions, like asking how often EV owners charge at home.
• Attitudinal questions measure perceptions, such as consumer confidence in EV battery life.
• Knowledge-based questions assess awareness, like knowledge about EV government subsidies.
• Preference-based questions identify priorities, such as which EV feature matters most to buyers.
• Market trends questions track changes over time, like how EV adoption has changed in the last 5 years.

Descriptive Research: Survey Questions and Tools

• To summarize population characteristics, researchers use questions such as "What is your primary reason for considering an EV?" with multiple choices.
• A question such as ""How often do you drive in a week?", uses a numeric scale.
• And a question such as "What is your household income bracket?" (Categorical).
• Data collection tools like Likert scales, multiple-choice questions, and nominal & ordinal scales are utilized.
• Online or in-store surveys are also commonly used.

Descriptive Research: Question Types - Examples and Purpose

• Nominal questions categorize respondents into groups, demonstrated by asking "Which smartphone brand do you use?" (Apple/Samsung/Other).
• Ordinal questions show priorities/preferences, for example, "Rank these laptop features from most to least important."
• Likert scale questions measure attitudes/opinions, such as "On a scale of 1-5, how satisfied are you with our customer service?"
• Frequency questions capture habitual behaviors, like "How often do you shop online?" (Daily/Weekly/Monthly).

Descriptive Research: Data Visualization

• Descriptive studies yield quantitative and categorical data.
• Bar charts are used in descriptive studies.
• Pie charts are used in descriptive studies.
• Histograms are used in descriptive studies.
• Line graphs are used in descriptive studies.

Descriptive Research: Importance

• Provides a baseline for comparisons.
• Guides decision-making.
• Supports further statistical analysis.
• Allows for market segmentation.

Correlational Research: Survey Questions & Tools

• To measure relationships between variables, use questions such as on a scale of 1-7, how concerned about charging infrastructure, and/or how much would spend on an EV?
• Semantic differential (Opposite Word Pairs: Expensive vs. Affordable)
• Numeric Open-Ended Questions
• Panel Surveys for Longitudinal Data

Correlational Research Example

• Trendy Threads, notices that some months have higher Instagram engagement and also see an increase in sales
• Conduct a correlational study to see if higher social media engagement is the reason for increased sales revenue

Correlational Research: Factors and Descriptions

• Environmental Factors: Influence choices by considering environmental concerns, which is reflected in consumer preference for EVs to reduce carbon footprint and reduce pollution.
• Economic Factors: Affected by financial aspects of adoption, such as high initial cost but lower running and maintenance expenses.
• Technological factors: Advancements impacting decision-making affect battery efficiency, charging infrastructure, and range improvements.
• Social Factors: Affected by social influences and acceptance of new technology, like peer influence and government EV ownership initiatives.
• Legal/Regulatory Factors: Laws and policies encouraging/restricting adoption are demonstrated through Government subsidies and emission regulations
• Infrastructure Availability: Includes Charging station networks and home-charging solutions
• Performance Factors: How the product meets expectations like Acceleration and having a good driving range
• Psychological Consumer perceptions: Impacts consumer perception and behavioral factors in technology

Correlational Research: Analysis

• Variable: The element being measured or observed
• Coefficient: Indicates the strength and direction of a relationship.
• Standard Error: The standard deviation of its sampling distribution, or an estimate of that standard deviation.
• t-Statistic: The ratio of the departure of the estimated value of a parameter from its hypothesized value to its standard error.
• P-Value: Probability
• Significance: Is it statistically significant

Experimental Research: Example

• SmartMart introduces a new sales training program in select stores.
• Compare Stores with the training program to thosee without the training program
• Compare the Sales performance over 3 months

Experimental Research: Study Types

• Lab Experiment: Conducted in a controlled setting to precisely manipulate variables.
• Field Experiment: Conducted in a real-world setting but with some control over variables.
• Natural Experiment: Occurs when external factors create a situation like an experiment, but without researcher control.
• Quasi-Experiment: Similar to an experiment but lacks full randomization of participants.
• True Experiment (Randomized Control Trial - RCT): Randomly assigns participants to different conditions to test cause-effect.

Longitudinal Research Example

• Brew Bliss, a coffee chain, tracks loyalty program members every 6 months for 5 years to study customer loyalty evolution.
• Purchase frequency is measured.
• Customers Spending patterns are tracked.
• The Brands that customers swtich to are recorded

Cross-Sectional Research Example

• EcoDrive Motors does a nationwide survey in 2024 to understand consumer preferences for EVs.
• Customer Awareness of EV benefits is measured
• Customers Preferred EV features is tracked
• Customers Willingness to switch from gasoline cars is investigated