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    Lecture 2 - Qualitative vs. Quantitative Analysis

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    The document discusses qualitative versus quantitative data analysis. It describes that qualitative research examines non-numerical data through techniques like interviews to understand why phenomena occur, while quantitative research analyzes numerical data collected from large sample sizes to determine what is occurring. Examples of qualitative methods include focus groups and case studies, while quantitative methods use surveys, experiments, and structured data.

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    Lecture 2 - Qualitative vs. Quantitative Analysis

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    mailtqbh01116
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    The document discusses qualitative versus quantitative data analysis. It describes that qualitative research examines non-numerical data through techniques like interviews to understand why phenomena occur, while quantitative research analyzes numerical data collected from large sample sizes to determine what is occurring. Examples of qualitative methods include focus groups and case studies, while quantitative methods use surveys, experiments, and structured data.

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    The document discusses qualitative versus quantitative data analysis. It describes that qualitative research examines non-numerical data through techniques like interviews to understand why phenomena occur, while quantitative research analyzes numerical data collected from large sample sizes to determine what is occurring. Examples of qualitative methods include focus groups and case studies, while quantitative methods use surveys, experiments, and structured data.

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    © All Rights Reserved
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    Download as pdf or txt
    3 views15 pages

    Lecture 2 - Qualitative vs. Quantitative Analysis

    Uploaded by

    mailtqbh01116
    The document discusses qualitative versus quantitative data analysis. It describes that qualitative research examines non-numerical data through techniques like interviews to understand why phenomena occur, while quantitative research analyzes numerical data collected from large sample sizes to determine what is occurring. Examples of qualitative methods include focus groups and case studies, while quantitative methods use surveys, experiments, and structured data.

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    Lecture 2

    Qualitative VS. Quantitative


    data analysis
    Contents

    1. Qualitative vs Quantitative Data Analysis

    2. Describe qualitative data

    3. Link to a part of P3
    Contents

    1. Qualitative vs Quantitative Data Analysis

    2. Describe qualitative data

    3. Link to a part of P3
    Characteristics
    • Quantitative research: examines relationships between
    variables, which are measured numerically and analysed
    using a range of statistical techniques. It often incorporates
    controls to ensure the validity of data, as in an experimental
    design
    • Qualitative research: is concerned with the analysis that
    data can not be quantified. It studies participants’ meanings
    and the relationships between them, using a variety of data
    collection techniques and analytical procedures, to develop
    a conceptual framework
    (Saunders et al., 2012)
    Qualitative vs. Quantitative

    Qualitative Analysis Quantitative Analysis

    Subjective analysis, more concerned with non-


    Objective analysis that quantifies data
    statistical data that cannot be computed

    Typical data include color, gender, nationality, Typical data include measurable quantities such as
    religion and many more length, size, weight, mass and many more

    Used to understand why a certain phenomenon How many or how much a certain phenomenon
    occurs occurs

    Sample is small and non-respresentative of the The sample is large and can be generalized to cover
    entire population the entire population

    Interprets and understands social interactions Test hypotheses and give future predictions
    Research methodology is exploratory Research methodology is often conclusive
    Examples of
    qualitative analysis
     EXAMPLES OF QUALITATIVE ANALYSIS: Qualitative analysis focuses on why.
    Why do people behave in certain ways? Why do they make decisions?
    Qualitative analysis tends to look very deeply at a few things to understand the
    why. Qualitative analysis and research methods often include:
    – Focus groups
    – Diaries
    – Open-ended questionnaires and surveys
    – Unstructured / Semi-structured / Structured interviews
    – Unstructured observations
    – Case studies
    Examples of
    quantitative analysis
     EXAMPLES OF QUANTITATIVE ANALYSIS: Quantitative analysis focuses on what. What
    happened? How many people bought this product? What percentage of people considered
    this brand? Quantitative analysis tends to look very broadly at many things to understand
    the what. Quantitative analysis and research methods often include:
     Closed-ended questionnaires and surveys
     Large-scale data sets
     Analytics gathered by machines
     Random sampling
     Structured data
     Tracking software such as CRMs, marketing automation, advertising
    Contents

    1. Qualitative vs Quantitative Data Analysis

    2. Describe qualitative data

    3. Link to a part of P3
    Qualitative Data

    • Qualitative data are often in the form of text, so it is more


    difficult to describe.
    • There are 2 basic steps to describe qualitative data
    – Step 1: Coding to put data in groups/themes
    – Step 2: Describe groups after coding by tables/figures
    Step 1: Coding data

    • Coding is the process of labeling and organizing your


    qualitative data to identify different themes and the
    relationships between them.
    Step 1: Coding data

    • For example, when asking for customer feedbacks (in


    interviews) on the quality of a particular service, we can
    groups these answers by following these codes and
    themes:

    Themes/Groups

    Codes
    Step 2: Describe groups
    after coding

    Number of participants
    Code (out of 10)
    Timely 8
    Nice 4
    Helpful 6
    Didn't fix issue 2
    Rude 6
    Contents

    1. Qualitative vs Quantitative Data Analysis

    2. Describe qualitative data

    3. Link to a part of P3
    A part of P3

    One requirement of P3:


    analyse and evaluate
    qualitative raw business
    data

    Application of two steps.


    Step 1 could be ignored
    if qualitative data are
    already divided in groups
    THE END

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