PR Reviewer
PR Reviewer
PR Reviewer
•QUALITATIVE Exploratory
- small judgement by decision sampling -it is done if the issue is new or little is written on it.
The goal is to formulate more precise questions that
•QUANTITATIVE future research can answer.
- large sample representatives of population.
Descriptive
DATA GATHERING - it is done to provide accurate profile of a group or
describe a process, mechanism, or relationship.
•QUALITATIVE
Explanatory
- unstructured or semi-structured
- the purpose is to explain things the way they are.
(flexible processes)
- basic question is “WHY”
- uses interviews, participant observation, group
- it is done to determine the accuracy of a principle or
discussions
theory.
-uses open-ended questions.
-it is a freeform survey questions allow a participant
TIME DIMENSION
to answer in open-text format, responses are
1. Cross-sectional study
unlimited to a set of options.
- it is one that takes place at a single point in time.
2. Longitudinal study
•QUANTITATIVE
- it involves gathering data over an extended period
- standardized/structured
of time.
- uses census, survey questionnaire, checklist, paper
Variations: Panel study, trend study, chart analysis.
pencil, test and experimentation.
-uses closed-ended questions.
RESEARCH APPROACH OR DATA COLLECTION
-these questions can only be answered by selecting
METHODS
from a limited number of options
-usually “multiple choice”, ‘yes” or “no” or rating
Quantitative
scale.
- when data are in numbers and analysis is done with
the use of statistics.
ACTIVITIES
Qualitative
•QUALITATIVE
- when data gathered are in words and analysis is
-INDUCTIVE (BOTTOM UP)
done by themes and trends.
-from a specific to general
-starts with the observations
•QUANTITATIVE
-DEDUCTIVE (TOP DOWN)
-from a hypothesis or already created theory
QUALITATIVE RESEARCH
- is a scientific method of observation to gather non-
DIMENSIONS OF RESEARCH
numerical data. It refers to the meanings, concepts,
characteristics, metaphors, symbols and description of - Is a research technique that analyzes the modes of
phenomena, and not to their counts or measures. communication such as letters, emails, etc.
3. Observation
- descriptive observations of verbal and non-verbal
behavior.
Business
- qualitative research explores industry problems in
unstructured manner.
- this research may reveal trends in thoughts, opinions
and dig deeper into the problem. It examines what is
in the mind of customers, managers, or entrepreneurs
including their emotions, beliefs, intentions, and
perceptions.
Natural sciences
-qualitative research provides non-numerical data
which are first gathered in any scientific investigation
through observation. From these observations, the
researcher can either use predictions as basis for
interpretations