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Quantitative and Qualitative Research

Quantitative and Qualitative Research. Learning Objectives Explore the differences between quantitative and qualitative data. Outcomes C and below (Knowledge only) Explain the differences between quantitative and qualitative data Explain what an observational study is

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Quantitative and Qualitative Research

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  1. Quantitative and Qualitative Research Learning Objectives • Explore the differences between quantitative and qualitative data. Outcomes C and below (Knowledge only) • Explain the differences between quantitative and qualitative data • Explain what an observational study is • Describe the advantages of observational studies C and above (some application) • Discuss the impact on sales, of moving departments within store B and above (good analysis) • Analyse alternative methods of research, which a business could carry out, to improve sales A – A* • Also shows good QOWC and SPAG

  2. Starter • Turn to the back of your books and draw a table - 2 columns (primary and secondary) • Quick Re-cap • Think of as many examples as you can (10 minutes) (qualitative and quantitative) Think about which methods will give you quantitative and which will give you qualitative data.

  3. Definitions • Quantitative research (numerical data) is used to measure how many people feel, think or act in a particular way. Collected through surveys and questionnaires –closed questions • Qualitative research (opinion) –finding out what people think and feel. It seeks to understand an individual consumer’s actions and motivations

  4. Case Study and Questions Key term: • Observation- This is where you look and record what people do, where they go and what they look for. For instance a supermarket may use this to monitor sales / shoppers on each aisle. It may identify a solution to the problem and explain whether shoppers avoid that aisle. However observations cannot tell us anything about why shoppers behave in this way. ‘Paul Reagon’s Marketing Consultancy’ • Discuss 1-2 • Question 3-5 in books • Extension Questions – 6 & 7

  5. http://www.youtube.com/watch?v=5eQLSlj_J20&feature=relmfu • Asda use observations to help with the positioning of products. How does Observations work? Answer the questions on the sheet provided.

  6. Video Questions • What does Observation involve at Asda? • Asda have offers on Tuna, how does the customer react to this? • Does positioning have an effect on what the consumer buys? • How does observation help Asda? How do you feel about being ‘watched’ while you shop?

  7. Costs of Research • Can a small business afford to hire a specialist researcher? • What are the advantages and disadvantages of hiring a specialist?

  8. Answers 1–C, 2-A, 3- A,D

  9. HOMEWORK What research techniques would be appropriate for a small business opening a paint balling range in Bradford? (Justify your ideas) Due Monday

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