QUALITATIVE APPROACH help customers identify how the brand’s

offering can solve a particular problem for the

- involves collecting and analyzing non-
subject.
numerical data to understand concepts,
opinions, or experiences. 3. Action Research - Focuses on solving
- Opposite of quantitative research problems in social systems, such as schools and
- It addresses the “how” and “why” other organizations.
research questions and enables deeper
understanding of experiences, Example:
phenomena, and context. To improve school facilities for students with
- collects information that seeks to disabilities, the students were asked where they
describe a topic more than measure it. thought ramps or other accessibility measures
Non-statistical, cannot be expressed in would be best utilized, and the suggestions
numbers. were sent to school administrators.
QUALITATIVE METHODS 4. Ethnography - A social science model used in
1. Observations - recording what you have seen, anthropology to study remote cultures and
heard or encountered in detailed field notes. smaller communities within any particular
region.
2. One-on-one Interviews - personally asking
people questions in one-on-one conversations. Example:

3. Focus Group - asking questions and When a researcher travels to a remote village to
generating discussion among a group of people. live with the society for years to research village
people and their culture.
4. Surveys - distributing questionnaires with
open-ended questions WHEN TO USE QUALITATIVE RESEARCH?

QUALITATIVE APPROACHES - If you want to confirm or test

something (a theory or hypothesis)
1. Grounded Theory - Aims to provide the
reasons, theories, and explanations behind an QUALITATIVE DATA ANALYSIS
event. - Descriptive in nature and typically
Example: cannot be measured in numerical
terms.
The HR department of an organization may use - To understand the meaning, feelings,
grounded research to determine why beliefs, and attitudes of individuals or
employees lack motivation in their work. HR can groups.
gather data by conducting grounded theory - Collected through various methods,
research, determining the root cause of the such as interviews, focus groups,
problem, and offering solutions observation, and document analysis.
- Often collected in social sciences,
2. Case Study - Involves a comprehensive humanities, and other fields that deal
examination of a particular subject, person, or with human behavior and experiences.
event. - analyzed using methods such as
Example: thematic analysis, grounded theory,
content analysis, and narrative analysis.
Businesses can use case studies to show their • PREPARE AND ORGANIZE YOUR DATA
business solutions effectively and when they • REVIEW AND EXPLORE THE DATA
introduce any new product in the market. It will • CREATE INITIAL CODES
 • REVIEW THOSE CODES AND REVISE OR Ex: As coffee consumption increases, tiredness
COMBINE INTO THEMES decreases.
• PRESENT THEMES IN A COHESIVE
• Zero Correlation - There is no
MANNER
relationship between the variables. Ex:
QUANTITATIVE RESEARCH Coffee consumption is not correlated
with height.
- Collecting and analyzing numerical data.
- It can be used to find patterns and 3. Experimental Research - Creates a set of
averages, make predictions,test causal procedures to systematically test a hypothesis.
relationships, and generalize results to A good experimental design requires a strong
wider populations. understanding of the system you are studying.
- Is widely used in natural and social
QUALITATIVE VS. QUANTITATIVE
sciences: Biology, Chemistry,
Psychology, Economics, Sociology, QUALITATIVE QUANTITATIVE
Marketing, etc. Is expressed in Is expressed in
QUANTITATIVE ANSWERS: words. It is used numbers and graphs.
to understand It is used to test or
• How many? concepts, thoughts confirm theories and
• How often or experiences. This assumptions. This
• How frequently? type of research type of research can
• How much? enables you to be used to establish
• What percentage? gather in-depth generalizable facts
• What proportion? insights on topics about a topic.
• To what extent? that are not well
• What is? understood.
• What are?
QUANTITATIVE METHODS
1. Descriptive Research - Aims to accurately and
systematically describe a population, situation,
or phenomenon. Appropriate when identifying
characteristics, frequencies, trends, and
categories. Methods includes surveys,
observations, and case studies.
2. Corretional Research – investigates
relationships between variables without the
researcher controlling or manipulating any of
them.
Types of Corretional Research: HOW TO WRITE REFERENCES IN APA FORMAT

• Positive Correlation - Both variables - In APA format, you list your sources
change in the same direction. Ex: As alphabetically by the author's last
height ncreases, weight also increases. name. If there is no author of the work,
• Negative Correlation - The variables then you alphabetize the source by the
change in opposite directions. title of the work. APA clearly states out
 the formatting rules for every situation INCLUSION & EXCLUSION SCOPE & LIMITATION
in APA format.
- In an APA reference page, numbers are
alphabetized by how they are spelled
out; therefore, a number or letter
- could come first on the references
page.
For example: Adams, J. 360 history
(alphabetized by the t in three hundred
sixty) Zachary, T.
- To put a reference list in alphabetical
order in APA, you follow the letter by
letter system, starting with the author's
last name. Therefore, in an APA
citation, John Adams (Adams, J.) comes
before Benjamin Franklin (Franklin, B.)
How to Cite Online Articles in APA
- When it comes to citing a whole
website, APA doesn’t need you to
create a citation. Instead, you just
include the website text and the URL in Exclusion Criteria - comprise characteristics
parenthesis. used to identify potential research participants
- When it comes to citing online articles who should not be included in a study. These
in APA, you need more than the URL. can also include those that lead to participants
- Depending on the website type, the withdrawing from a research study after being
information you need to find includes: initially included.
● Author, if one is listed - Ethical considerations, such as being a
● Date minor or being unable to give informed
consent
● Title of article - Practical considerations, such as not
● Web name being able to read.

● URL Inclusion Criteria - Determine which members

of the target population can or can’t participate
in a research study. Collectively, they’re known
as eligibility criteria, and establishing them is
critical when seeking study participants for
clinical trials.
PROBABILITY SAMPLING
- technique in which the researcher
chooses samples from a larger
population using a method based on
probability theory.
SIMPLE RANDOM SAMPLING - involves 3. QUOTA SAMPLING - The researcher only
randomly selecting a sample from the need sample, not the entire population It helps
population without any bias. It’s the most basic in dividing the population into strata or groups
and straightforward form of probability
sampling. 4. PURPOSIVE/JUDGMENTAL SAMPLING -
researchers select the samples based purely on
Stratified Random Sampling - dividing the the researcher’s knowledge and credibility. it is
population into subgroups or strata and not a scientific method of sampling the
selecting a random sample from each stratum. preconceived notions of a researcher can
This technique is useful when the population is influence the result
heterogeneous and you want to ensure that the
sample is representative of different subgroups.
Cluster Sampling - involves dividing the RESEARCH INSTRUMENTS/MEASURES &
population into groups or clusters and then PARTICIPANTS
randomly selecting some of those clusters. • Research Question - is a broad question
Systematic Sampling - selecting every nth about the topic a researcher is studying.
member of the population after a random • Research Method - is the methodical
starting point is chosen. and scientific process a researcher uses
to answer a research question.
Formula: i= N/n • Research Instruments - are tools used
to observe and describe psychological
i: interval
phenomena in a way that provides data
(Population/Sample size) that can be analyzed.

NON – PROBABILITY TYPES OF RESEARCH INSTRUMENTS

- defined as a sampling technique in • Self Report - is an instrument that an

which the researchers selects samples individual completes by answering
based on the subjective judgement questions about him- or herself.
- not all population members have an • Interview - the researcher interviews
equal chance of participating in the participants and records their responses
study • Observational - are instruments that a
researcher completes while observing
TYPES:
participants engaging in a particular
1. CONVENIENCE SAMPLING - samples are behavior or several behaviors.
selected from the population only because they • Physiological - observe and record
are conveniently available to the researchers physiological activity in the body
• Activity Trackers - these are
- It is the most common nonprobability technological devices typically bought
sampling method, because of its speed, cost through consumer markets
effectiveness, and ease of availability of the
sample Three main types: Structured, unstructured
and semi-structured interviews
2. consecutive sampling - the researcher picks a
single person or group of a sample, conducts
research over a period, analyse the results and
then moves on to another subject or group