Characteristics of qualitative research
Mention Two examples of data collection tools exclusive to qualitative research.
In-depth interviews, focus groups, observations, secondary research. (any one)
What type of research question starts with "how" or "why"?
qualitative
This sampling method selects participants based on their relevance to the research questions.
Purposive Sampling.
A startup wants quick feedback from early users of its app. What sampling method would be the most efficient?
Convenience—reaching out to users who are readily available is faster and easier.
What is the primary purpose of qualitative research?
To explore and understand meanings, experiences, and social contexts.
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Which research type aims to generalize findings to a population: qualitative or quantitative?
Quantitative
A key limitation of this sampling method is that participants are chosen based on their availability rather than their relevance.
Convenience Sampling
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A retail store wants to explore how customers feel about a new store layout. What research method should be used, and why?
Qualitative—observations and in-depth interviews capture customer perceptions and experiences.
How does qualitative research ensure depth in understanding?
By using open-ended questions and probing techniques.
Quantitative studies use statistical methods to analyze data, while qualitative studies often employ this type of analysis to identify patterns.
Thematic Analysis
In this sampling method, Participant A recruits Participant B, who recruits C—like a research pyramid scheme.
Snowball sampling
You need to measure customer satisfaction levels at a bank. Which research approach would be best and why?
Quantitative—structured surveys with rating scales can quantify customer satisfaction levels.
What makes qualitative research particularly useful for exploring consumer behaviors, leadership styles, or financial decision-making?
It focuses on understanding meanings, experiences, and motivations through in-depth data collection methods like interviews, focus groups, and observations.
How does the sample size differ between qualitative and quantitative studies and why?
Qualitative uses small, purposive samples to generate insights and quantitative uses large and random samples to generalize results.
You’re exploring the brand experiences of first-time car buyers but have limited time and access. You recruit students from your university who recently bought cars. Name the sampling method and justify its use and limitation.
convenience sampling. It’s useful for quick access, but may not represent broader consumer experiences.
A global company wants to compare customer satisfaction across different countries. Which research approach is most appropriate? why?
Quantitative—surveys with standardized questions allow for cross-country comparisons.
In a qualitative study on consumer brand loyalty, how would an objective differ from a research question?
A research question focuses on exploring how and why consumers develop loyalty toward brands, while an objective defines the steps to understand the emotional, social, and experiential factors influencing loyalty.
discuss the differences between qualitative and quantitative research in terms of Nature of the data, research purpose, Sampling & Data Collection.
Nature of Data:
Qualitative: Non-numerical data (e.g., interviews, open-ended surveys, observations).
Quantitative: Numerical data (e.g., statistics, structured surveys, experiments).
Research Purpose:
Qualitative: Explores deep insights, meanings, and motivations behind behaviors.
Quantitative: test hypothesis, measure relationships and cause-effect using statistics.
Sampling & Data Collection:
Qualitative: Smaller, purposefully selected samples (e.g., in-depth interviews, focus groups).
Quantitative: Larger, randomly selected samples (e.g., surveys, experiments).
What is the difference Between Purposive and Snowball Sampling?
purposive sampling entails electing participants based on predefined criteria relevant to the study. while snowball sampling entail Selecting participants through referrals from initial respondents in Studies involving hard-to-reach or niche populations.
You are tasked with researching customer preferences for a new Juhayna product line. How would your research approach change if you were conducting qualitative vs. quantitative research? mention one qualitative research question and one Quantitative research question.
qual: What factors influence customers' perceptions and purchase intention when considering our new product?
quant: What is the impact of Juhayna’s brand reputation on consumers’ purchase intention for its new product lin.