MARKETING RESEARCH MM402 GROUP

ASSIGNMENT
LECTURER: MRS. MUPEMHI
GROUP ONE MEMBERS
SHEUNESU JAMELA R179013C VERONICA SAIBET R171105M
TICHAONA GEDE R179974A PRISCILLA HOVE R179468N
ONIAS MUNEMWA R179591T SHANTEL MAHLANGU R177911T
TONDERAI GOVERE R178591V RUFARO BOFU R171106Q
TATENDA TAVAZIVA R179326F
QUESTIONS

1. Distinguish qualitative research from quantitative (5)

2. Define each aspect given below (2), and give reasons (5) for considering/using each
aspect and outline 4 weaknesses (4) that are associated with each of them:
Research designs
a) Exploratory
b) Descriptive
c) Causal
3. Identify 3 different methods of establishing sample sizes. (6)
4. Define (2) and give 4 advantages (4) and 4 disadvantages (4) of using the following
sampling techniques in research:
Probability sampling techniques
a) Simple random (table of random numbers and bowl)
b) Stratified
c) Systematic
d) Cluster
e) Census
 Non-probability sampling techniques

a) Snowball
b) Purposive/judgmental
c) Convenient
d) Quota
5. Define (2) and give 4 advantages (4) and 4 disadvantages (4) of using the following
research instruments in research:
Qualitative data collection methods
a) In-depth interview
Face to face
Telephone
b) Focus group discussion
c) Observation

Quantitative data collection methods

a) Self-administered questionnaire
b) Person administered questionnaire (structured interview)
c) Questionnaire via the email address
d) Questionnaire using the fax facility
6. Define (2) each of the scale measurement and write 3 properties of each (3) giving
four questions (4) as examples for each scale:
a) Nominal
b) Ordinal
c) Ratio
7. Quantitative data presentation tools: using examples, discuss the relevance of using
each tool in research. (3 marks for each tool)
a) Tabulation
simple tabulation
two-way cross tabulation
three-way cross tabulation
b) Charting
Bar chart
Pie chart
Line graph
 ANSWERS
NUMBER 1

 Qualitative data - is the process of  Quantitative data - is a means for

research that generates insights of a testing objective theories by
research problem through examining the relationship among
investigation or exploration. variables. The variables can be
measured typically on instruments
so that numbered data can be
analyzed using statistical procedure
e.g. using online surveys, online
polls.
 Seeks data and information of views,  Seeks data that can be quantified in
expressions, judgements and numerical or in form of statistics
opinions
 It seeks responses that are not  It seeks structured responses that can
restrictive to structure be summarized in other statistics
 Researchers want to get peoples’  Researchers want to get fixed
views and thoughts responses
 Collected data gives clues to how  Collected data gives clues to how
and what questions much and how many questions
 Unstructured answers make the  Structured answers make the
research process long. research process short
 It emerges by questions.
 It builds from particulars to general
themes.
 Data analysis is inductively.
 The researcher makes interpretations
of the data.

NUMBER 2
Research designs refers to the overall strategy that the researcher uses to combine the
different components of the study in a logical way.
a) Exploratory research is research for a problem that is not clearly defined and its aim is
to improve the final research design.
b) Descriptive research is research used to describe characteristics of a population.
c) Causal research is also known as explanatory research, is the investigation of cause
and effect relationships. One variable is manipulated and effect on the other variable
is observed.
Research design Reasons for using Weaknesses
Causal Determination of cause and  It can create artificial
effect is easy. situations.
Is the investigation of cause  There can be
and effect relationship. manipulation of
Is used to measure the variables.
changes in the other -It can be difficult to reach
variables. appropriate conclusion.
-lack of randomization and
inability to manipulate an
independent variable
-posiblity of a subject
selection bias.
-lack of of power to assign
subjects randomly to groups.
-danger of inappropriate
interpretations.
Exploratory Helps to determine the best  Research findings are
research designs, data not helpful for
collection method and decision making but
selection of subjects. they only give a clue.

Is Done to research for

problem that has not been
clearly defined.
It should draw definitive
conclusions only with
extreme caution.

Descriptive The data collection allows  This type of research

both quantitative and is prone to bias.
qualitative types of data.  Human error in
-it gives a broader view of collection of that
the information. data.
 Confidentiality can
be an issue.

NUMBER 3
Three methods of establishing sample size are:

a) Variance: That is using a target variance for an estimate to be derived from the sample
eventually obtained.
b) Using a target for the power of a statistical test to be applied once the sample is
collected.
c) Confidence intervals: Using a confidence level that is the larger the required
confidence level the larger the sample size.
NUMBER 4

SIMPLE RANDOM: It is a sampling technique where researchers pick up subjects

randomly with no pattern. In other words, it is a subset of a statistical population in which
each member of the subset has an equal probability of being chosen. A simple random sample
is meant to be an unbiased representation of a group since they are chosen at random with no
specific pattern. For example, when assessing shoppers, anyone can be selected, talk with
them, when complete select someone else etc.

ADVANTAGES OF SIMPLE RANDOM SAMPLING

a) It is simple to conduct since samples are taken at random.
b) No rules need to be followed hence the researcher can do it in a way that suits him
best.
c) Sample is not predetermined or biased.
d) It gives everyone a chance to participate in the research since people are chosen at
random.

DISADVANTAGES OF SIMPLE RANDOM SAMPLING

a) It does not consider known trends for example that morning shoppers are mostly
maids.
b) There can be interviewer bias for example choosing smart shoppers only or females
only
c) It cannot be easily validated
d) It is difficult to achieve in terms of time, money and efforts to reach samples.

STRATIFIED: It is when a sequence is chosen as sample size. In this case the researcher
divides the entire population into different subgroups or strata, then randomly selects the final
subjects proportionally from the different strata. For example, every tenth shopper.

ADVANTAGES OF STRATIFIED SAMPLING

a) It removes bias as any element chosen is taken as a sample.
b) Easy to implement
c) Can be validated externally.
d) It accurately represents the population being studied because it ensures each subgroup
within the population receives proper representation within the sample
DISADVANTAGES OF STRATIFIED SAMPLING
a) If line chosen has a bias hard to know.
b) Ignores extreme lying elements.
c) It may not be used in all studies as it may be difficult to come up with sub populations
in some instances.
d) It is difficult to implement as it is difficult to find an exhaustive and definitive list of
an entire population.

SYSTEMATIC: It is when sample is chosen to be representative of sample population for

example, sample is made to fully represent the population geodemographics like sex, age,
working place, class, race. In systematic random sampling, the researcher first randomly
picks the first item or subject from the population. Then, the researcher will select each n'th
subject from the list.

ADVANTAGES OF SYSTEMATIC SAMPLING

a) Provides adequate study of variables.
b) Deliberately provides a true representation of the total population.
c) Can be validated external and internal.
d) The sample can easily be replicated.
DISADVANTAGES OF SYSTEMATIC SAMPLING
a) It is labour intensive.
b) It is time consuming.
c) The process of selection may accidentally meet hidden periodic trait within the
population and compromise the sample.
d) It is not suitable for a very large population as it is difficult to create a list of the total
population.
CLUSTER: It is a sampling method where populations are placed into separate groups. A
random sample of these groups is then selected to represent a specific population. In other
words, a single grouping is taken to represent the population. For example, every student at a
particular school.
ADVANTAGES OF CLUSTER SAMPLING
a) It is easy to reach and access the sample.
b) It is time efficient.
 c) It allows more data collection methods to be applied. For example, Focus Group
Discussions.
d) It can be validated and replicated.

DISADVANTAGES OF CLUSTER SAMPLING

a) The sample may not always represent the population.
b) It is affected by local dynamics for example, high density shoppers are likely to have
walked to the shopping centre.
c) There is a risk of sampling errors since the sample heavily relies on the skills of the
researcher.
d) It requires equal sample sizes for it to be effective and this may be difficult to achieve.

SNOWBALL: This is where research participants recruit other participants for a test or
study. It is used where potential participants are hard to find. It’s called snowball sampling
because (in theory) once you have the ball rolling, it picks up more “snow” along the way and
becomes larger and larger. Thus, a small group of initial participants help researchers find
more participants by accessing their social networks.

ADVANTAGES OF SNOWBALLING
a) It is easy to conduct as research participants recruit others on their own.
b) Snow balling allows the researcher to access other people or groups that are difficult
to access but are known by the general population.
c) It is a cost-effective manner to collect data.
d) Very little planning is required to conduct snow balling and collect data.

DISADVANTAGES OF SNOWBALLING
a) Research participants may be unwilling to invite others.
b) It is difficult to determine the actual population distribution pattern.
c) The absence of random sampling makes it prone to sampling errors.
d) There is sample bias since research participants can invite their peers and friends.

PURPOSIVE/ JUDGEMENTAL: It is where the researcher uses his own experience and
knowledge of the client's business and circumstances to select the sample to be tested without
the use of any mathematical or statistical tools. Pick based on variable under investigation.
 
ADVANTAGES OF PURPOSIVE SAMPLING
a) The approach is well understood and has been refined by the experience of the
researcher hence it becomes easy to conduct.
b) The researcher brings in his expertise into the research which makes it professional.
c) It is quick to conduct as no mathematical computations are involved.
d) No knowledge of statistics is required to conduct this activity.

DISADVANTAGES OF PURPOSIVE SAMPLING

a) There could be personal bias of the researcher in sampling.
b) It is biased to preconceived notions.
c) The sample may not be representative of the total population.
d) It is unscientific and difficult to prove.

CONVENIENCE: Chose sample based on accessibility and ease for the interviewer eg
company where one works.
ADVANTAGES OF CONVENIENCE SAMPLING
a) The researcher can gather data in a convenient manner.
b) It is cost-effective as it saves time and money for the researcher.
c) There is easy validation of responses.
d) The researcher is likely to understand the reasons behind certain answers since he is
familiar with the environment.

DISADVANTAGES OF CONVENIENCE SAMPLING

a) Information may be distorted as people not always free to share truthfully if they are
known.
b) Response is biased to what participants think the researcher wants to hear.
c) The sample is not representative of the population as the sample is convenient to the
researcher.
d) There is sampling error since these people are likely to be confined to a particular
area.
NUMBER 5
Qualitative data collection methods are those techniques of collection data that are
exploratory and seek to gain insights, reasons and motives from the respondent such that the
researcher can be able to make sense of behavior that is displayed by individuals in a much
wider context and the feelings they have about these behaviors.
IN-DEPTH INTERVIEW: This is a qualitative method of collecting data which is direct
and provides one-on-one engagement with the participants. It may be conducted over the
phone or face to face with participants.

FACE TO FACE: This is where the interviewer interacts and asks questions to the
participants in real time facing each other. It can be conducted on a one-on-one basis or
face to face interviewing a group of people but each respondent taking time to answer to
interview questions.
ADVANTAGES OF FACE TO FACE
a) The interviewer can generate rapport with participants and enable him/her to get more
insightful responses from participants and better explanations of behaviour.
b) The interviewer can deduce body language, facial expressions and monitor the
changes in other non-verbal cues so as to understand respondents better.
c) There is an opportunity for the interviewer to ask follow up questions to understand
better on certain behaviour that is why and how.

DISADVANTAGES OF FACE TO FACE

a) Some participants may be shy or fear of victimisation hence they may not fully open
up to the interviewer or may say positive responses only to please the interviewer.
b) It is expensive to conduct interviews face to face in terms of time, travel arrangements
and meeting facilities.
c) For the interview to be objective, a variety of participants must be chosen which is
time consuming.

TELEPHONE: This is a qualitative means of collecting data where the interviewer engages
participants over the phone.

ADVANTAGES
a) It is relatively cheaper to conduct as compared to face to face interviews as there is no
travel and meeting facilities.
b) It is a faster way of conducting research as the researcher can get hold of a wide
geographical area in a short space of time without going there.
DISADVANTAGES OF TELEPHONE INTERVIEWS

a) They are subject to technical glitches such as unavailability or bad network in some
areas.
b) Respondents may not answer calls or hang up at times which results in failure to
collect data.
c) The interviewer may not observe non-verbal cues which are important in deducing the
respondents’ emotions.
d) Telephone interviews are usually shorter than face to face which may make it
inexhaustive.

FOCUS GROUP DISCUSSIONS: This is whereby individuals of a similar background and

interests are gathered together and asked questions to do with a particular subject such that
the interviewer can understand their beliefs, motives and perceptions.

ADVANTAGES OF FOCUS GROUPS

a) People of the same interests are more comfortable speaking about their feelings and
beliefs hence participants are more likely to open up.
b) They are relatively cheaper to conduct in terms of time and money as compared to
personalized interviews.
c) They are useful in gaining insights on group feelings, perceptions and emotions.
d) There is an opportunity to seek clarification from respondents.

DISADVANTAGES OF FOCUS GROUPS

a) The number of respondents may be too small to represent the population hence
information gathered may not be reflective of the population.
b) There are people of the same interests and backgrounds which may led to collection
of one-sided data.
c) There might be a few individuals in the group who may be dominant and their views
may override others.
d) The moderator’s attitude and behaviour may influence the outcome and direction of
the discussion.
OBSERVATION: It is a type of research whereby the researcher takes note (observes) of
what the participants are doing and records such behaviour. Participants may be observed
while they are unaware that an observation is ongoing and can be observed in real life
situations.

ADVANTAGES OF OBSERVATIONS
a) It is very simple to conduct since the researcher will just be observing participants’
behaviour.
b) It is the most suitable way of collecting data in complex situations for example where
there are deaf and dumb people, children who cannot speak, observation of animals or
when people resent to giving information to strangers.
c) There is no consent required from participants since they are not consulted and may
not know that they are being observed.
d) Information from observations is valid as it is collected from real life situations as
they happen.

DISADVANTAGES OF OBSERVATIONS

a) There is no room for probing further to understand why participants behave in certain
ways as the researcher is only observing.
b) There is personal bias of the observer because he may generalise behaviour or
personally conclude what is right or wrong or conclude on the motives of participants.
c) It is expensive to conduct as it requires travel, time to observe and often some
equipment for use like CCTV Cameras.
d) It is a limited way of collecting data as some circumstances may be difficult to
observe for example sexual activities may be difficult to observe as people ensure
secrecy during such activities.

QUANTITATIVE DATA COLLECTION METHODS

These are methods of mathematical and statistical methods of collecting data that emphasize
numerical analysis of data collected. It focuses on gathering numerical data and generalising
it or using it to explain a phenomenon or relationship between one independent variable and
another dependent variable.
SELF-ADMINISTERED QUESTIONNAIRE: This is a questionnaire that is primarily
designed to be completed by the respondent without the interference of the researcher. In this
questionnaire the respondents fill in the questionnaire on their own without the researcher
giving any input.
ADVANTAGES OF SELF-ADMINISTERED QUESTIONNAIRE

a) Objective information can be obtained since there is no interference from the researcher.
b) The respondent can answer at their convenience hence they can respond objectively.
c) It is cheaper to conduct since there is no setting up of appointments.
d) If sent by mail or online they can cover a wide geographical area in a short space of time.

DISADVANTAGES OF SELF-ADMINISTERED QUESTIONNAIRE

a) Irrelevant feedback may be received from respondents since the researcher is not there
to give clarity.
b) There might be a low response rate from questionnaires since people do not like
filling them in and very few may be returned or filled in.
c) Respondents who receive questionnaires may not be representative of the population
or may not be aware of what they are being asked.
d) Respondents may not be truthful and may just respond to get the questionnaire out of
their way.

PERSON ADMINISTERED QUESTIONNAIRE (STRUCTURED INTERVIEW): This

is a means of collecting data whereby the researcher reads out questions to the respondent
either face to face or over the phone and records the respondent’s answers.
ADVANTAGES OF PERSON ADMINISTERED QUESTIONNAIRE

a) There is instant feedback from the respondents since the researcher and respondent
are both present.
b) There is room for clarification from the researcher in case respondents do not
understand the questions.
c) There is less work from respondents since they just answer questions verbally hence
respondents may not have negative attitude about the questions.
d) The researcher may correspond tone of voice and facial expressions to answers given
by respondents.
DISADVANTAGES OF PERSON ADMINISTERED QUESTIONNAIRE

a) It may be time consuming for the researcher to verbally ask questions, get verbal
responses then record the answers.
b) It may be expensive in terms of time, labour and travel arrangements for researchers
to meet respondents.
c) They may be bias from respondents since they may be afraid of being judged by the
researcher hence may not be truthful in certain instances.
d) There is room for error for the researcher to improperly read a question, explain it
improperly or the respondent misunderstanding the question which may bring wrong
results.

QUESTIONNAIRE VIA EMAIL ADDRESS: This is whereby the researcher sends out a
questionnaire to respondents via email addresses and the respondents fill in the questionnaire
and return it via the researcher’s email address.
ADVANTAGES OF QUESTIONNAIRE VIA EMAIL

a) It is a faster way of sending out questions

b) Questions can reach a wide geographical area in a short space of time.
c) It is relatively cheaper to access respondents since no travel is required.
d) Visuals and other attachments can be shared to aid the respondent in understanding
the questions and additional information that may be needed.

DISADVANTAGES OF QUESTIONNAIRE VIA EMAIL

a) It is subject to technical glitches since unavailability of internet connectivity, late

delivery and accidental spam deliveries may affect sending and receipt of emails.
b) Research is limited to those that have emails yet there may be useful information from
others that do not have email access.
c) Respondents may take time before opening their emails or respond to the questions
later while the information is no longer relevant.
d) Due to cyber security fears and risks, there ay be low response rates since people are
now skeptical to share information on the internet.

QUESTIONNAIRE USING FAX FACILITY: This is a data collection method where the
researcher uses the facsimile machine to deliver questions to the respondent and responses
may be sent back in the same manner.
ADVANTAGES OF QUESTIONNAIRE USING FAX

a) There is delivery assurance since a successful delivery report is computed soon after
sending the fax.
b) The questionnaire is quickly delivered since it is delivered electronically.
c) It is an inexpensive way of collecting data since no travel is required.
d) A wide geographical area is covered in a short space of time.

DISADVANTAGES OF QUESTIONNAIRE USING FAX

a) It is subject to technical glitches for example malfunctioning fax devices, blotted inks
and phone lines.
b) The questionnaire can be delivered to the wrong destination if numbers have changed.
c) Very few people own fax machines these days hence it may not reach the required
number of respondents.
d) There is no room for the researcher to explain questions to the respondent if he/she
fails to understand some questions.

NUMBER 6:
NOMINAL: Nominal scales are used for labeling variables, without any quantitative value.
“Nominal” scales could simply be called labels or names. All of these scales are mutually or
over and none of them have any numerical significance.
They are mutually exclusive and none of them have any numerical significance.
Examples for nominal scales:
1. What is your gender?
2. What is your hair color?
3. Where do you live?
4. What is your skin colour?
A sub-type of nominal scale with only two categories (e.g. male/female) is called
dichotomous.
ORDINAL: Ordinal scales are typically measures of non-numeric concepts like satisfaction,
happiness, discomfort and so on. Ordinal scales are the order of the values in what is
important and significant, but the differences between each one is not really known. In each
case it is not known how to quantify–how much better it is. The best way to determine central
tendency on a set of ordinal data is to use the mode or median; the mean cannot be defined
from an ordinal set.
It looks at the variables where the order matters but the difference does not matter.
Examples of ordinal scales are:

1. How do you feel today?

2. How satisfied are you with our services?
3. How was your experience today?
4. How difficult was the task?

NUMBER 7
Simple tabulation
The process of placing classified data into tabular form is known as tabulation. A table is a
symmetric arrangement of statistical data in rows and columns. Rows are horizontal
arrangements whereas columns are vertical arrangements. It may be simple, double or
complex depending upon the type of classification.

One-way tables are those that present data for a single, categorical variable. Categorical
variables refer to variables described by labels or names, such as hat color, shoe style or a
dog breed. The one-way table below showcases data on three hat color choices of 10 men
surveyed.
Hat Color Choices Red Blue Yellow
5 3 2

The data that appears in one-way tables can easily be represented in bar chart, since the table
is the bar chart’s tabular equivalent. Both bar charts and one-way tables showcase categorical
data in the form of frequency counts or relative frequencies.
• Frequency counts refer to the number of times a specific event occurs.
• Relative frequencies refer to the number of times a specific event occurs in relation to
the total population.
The relative frequency of a man preferring a red hat, for example, would be 5/10, or 50
percent.
Two-Way Tables
Anyone familiar with crosstab software is already familiar with two-way tables. Also known
as contingency tables or cross-tabulations, two-way tables are ideal for analyzing
relationships between categorical variables. Like one-way tables, crosstab software tables can
double as frequency counts or relative frequencies.
The two-way table below shows data on the preferred leisure activity of 50 adults, with
preferences broken down by gender.
Leisure Activity Dance Sports TV Total
Men 2 10 8 20
Women 16 6 8 30
Total 18 16 16 50

Not only could the above table be described as a two-way table, contingency table or cross-
tabulation, but it could also be called a frequency table since the table entries are frequency
counts.
Finding the relative frequency of any of the data simply involves looking at the number of
times a certain event occurs in relation to the overall population. Because relative frequencies
are indicated by percentages, you or your crosstab software would need to do some quick
math to determine relative frequencies.
Relative Frequency Examples
Relative frequency of men preferring dance: 2/50 = .04 = 4 percent
Relative frequency of men preferring sports: 10/50 = .20 = 20 percent
Relative frequency of women preferring dance: 16/50 = .32 = 32 percent
Relative frequency of women preferring sports: 6/50 = .12 = 12 percent
Relative frequency of men preferring TV: 8/50 = .16 = 16 percent
Relative frequency of women preferring TV: 8/50 = .16 = 16 percent
Transforming numbers from the crosstab software table into relative frequency percentages
can give you a better idea of the meaningful weight of each response. Additional relative
frequencies could also be calculated, giving you additional insights into your data.
Whether you use one-way tables and bar charts or two-way tables and crosstab software, your
data analysis can become much more intricate and intriguing using the right tools for the job.

: A bar chart or bar graph is a chart or graph that presents categorical data with rectangular
bars with heights or lengths proportional to the values that they represent. The bars can be
plotted vertically or horizontally. A vertical bar chart is sometimes called a line graph.
A bar graph shows comparisons among discrete categories. One axis of the chart shows the
specific categories being compared, and the other axis represents a measured value. Some bar
graphs present bars clustered in groups of more than one, showing the values of more than
one measured variable.

A pie chart (or a circle chart) is a circular statistical graphic, which is divided into slices to
illustrate numerical proportion. In a pie chart, the arc length of each slice (and consequently
its central angle and area), is proportional to the quantity it represents.

A line chart or line graph is a type of chart which displays information as a series of data
points called 'markers' connected by straight line segments. It is a basic type of chart common

in many fields.
REFERENCES
Sreejesh S. Mohapatra S. Anusree M.R. (2014) Business research Methods An applied
orientation. New York Springer.

Saunders M. Lewis P. Thornhill A. (2016) Research methods for business students 7th ed.
Essex Pearson Education limited.

Lim W.M. Ting D. H. (2012) Research Methodology: A toolkit of sampling and data analysis
techniques for quantitative research. Munich. GRIN publishing.

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[Link] date accessed 7

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