PR Flashcards
is
a structured way of collecting and
analyzing data obtained from different
sources.
involves the
use of computational, statistical,
and mathematical tools to derive
results.
Quantitative research
characteristics of
quantitative research
structured
larger sample sizes
replicated or
repeated,
defined research question
carefully designed
numbers and statistics,
is considered as
a central concept in
research. It is a measurable
characteristic that changes
in value.
VARIABLES
is anything
that may assume
varied numerical or
categorical values.
VARIABLES
▪are those that cause an effect to the
other variable
INDEPENDENT
VARIABLES
▪those that change because of the
changes brought by the other
(independent) variable. These are the
presumed effect.
DEPENDENT
VARIABLES
Definition: Categories that are mutually exclusive and have no inherent order.
Examples: Gender (male, female), types of fruit (apple, banana, cherry), colors (red, blue, green).
Nominal
Definition: Categories that have a meaningful order or ranking but the distances between the ranks are not necessarily equal.
Examples: Education levels (high school, bachelor’s, master’s, doctorate), customer satisfaction ratings (satisfied, neutral, dissatisfied).
Ordinal:
Definition: Numerical data that can only take specific, distinct values. Often counts or quantities.
Examples: Number of students in a class, number of cars in a parking lot, shoe sizes.
Characteristics: Data is countable and usually represents whole numbers
Discrete
Definition: Numerical data with equal intervals between values but no true zero point.
Examples: Temperature in Celsius or Fahrenheit (where zero does not imply ‘no temperature’), IQ scores.
Interval
Definition: Numerical data with equal intervals and a true zero point, allowing for meaningful comparisons of ratios.
Examples: Height, weight, age, income.
Ratio
that the researcher
manipulates the condition or value of the independent variable.
Active Independent Variable.
variable where the
researcher has no control over how the variable appears for each subject.
Assigned Independent Variable.
numerical form.
Quantitative research
represents the whole target market or population.
Large Sample Size.
In-depth information
about the preferences of the respondents can be drawn using these structured
research methods.
Structured Research Methods.
is
quite reliable, as respondents of the research face close-ended questions.
Highly Reliable Outcome.
are more specific and
right to the question than the open-ended questions.
Close-ended Questions.
the result of research can be represented in
percentage, range of numbers.
Numerical Outcome.
is the scientific
study of humans,
their behavior, and
societies in the
past.
ANTHROPOLOGY
is the act of conveying meanings from one entity or group to
another through the use of mutually understood signs, symbols,
and semiotic rules.
COMMUNICATION
-is the scientific study
of the human mind and
behavior.
PSYCHOLOGY
is the study of society and how people behave and
influence the world around them.
SOCIAL SCIENCE
Improve the overall
marketing strategy, help the
company make informed
decisions on how to move
forward with a particular
product or service, and even
solicit consumers’ opinions
for productivity.
BUSINESS
STRENGTHS Quantitative
Research
It is GENERALIZABLE.
It is OBJECTIVE.
It can be REPLICATED.
It can PROCESS FASTER DATA ANALYSIS.
It can TEST HYPOTHESES.
It is UNBIASED.
This can approximately represent a wider population because of its
greater number of respondents.
It is GENERALIZABLE.
The use of systematic and mathematical procedures in summarizing and
analyzing the data is scientifically accurate and rational.
It is OBJECTIVE.
Repetition of this study in other location and different set of respondents is
allowed and it can be compared with its related studies since it has a well-
structured standard.
It can be REPLICATED.
The use of statistical software can summarize information and can
compare across categories and over time in a short period of time.
It can PROCESS FASTER DATA ANALYSIS.
The statistical analysis is capable of testing significant relationship,
difference and effect.
It can TEST HYPOTHESES.
Gathering of data preferred random sampling which keeps distances from
the respondents.
It is UNBIASED.
WEAKNESSES QUANTITATIVE
It may miss some circumstantial or contextual facts (SUPERFICIAL).
A fixed structure may lead to its inflexibility process of discovery.
It can lead to structural bias and false representation.
It is COSTLY.
embody a group of techniques used to conduct quantitative research where there is no
manipulation done to any variable in the study.
Non-experimental Research Designs.
is to describe, and interpret,
the current status of individuals, settings, conditions, or events (Mertler, 2014).
Descriptive.
It involves comparing and contrasting two or more groups of
the study subjects based on a particular dependent variable.
Comparative.
is to discover, and then
possibly measure, relationships between two or more variables.
Correlational.
It is a group of techniques where the
researcher establishes different treatments or conditions and then studies their effects
on the participants.
Experimental Research Designs.
designs share one important
characteristic in common: They all involve the random assignment of participants to
treatment conditions (Gay et al., 2009).
True experimental.
It comes close to true experiments; however, there is
still no random assignment of the participants to groups, which weakens the ability to
control for extraneous influences.
Quasi-experimental.
