Quantitative research
Quantitative methods may be classified broadly into three types - experimentation, observation and the survey. The survey is by far the most used methods, partly because it has stood the test of time and partly because it can be tightly controlled. But where the researcher does not wish to rely upon individuals' self reports and where behaviour is the subject of measurement, the observation method may be preferred. Experimentation, unlike the other two methods, does not focus on the individual. It may focus on the new brand, or on the performance of the brand in the market place.
The dominance of the survey in research work is reflected in the weighing afforded it in this week's programme. We will deal with experimentation and observation first and then concentrate our attention on survey considerations.
Experimentation
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10/19 |  |