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3.3.5 Comparison of Qualitative and Quantitative Research:

If the organization management chooses quantitative research rather than qualitative it is because the quantitative research permits them to see the response and the attitude on the broader spectrum rather than making the main decision on a smaller spectrum which will be achieved via the qualitative research. But due to the following reasons the qualitative research still increasing.

· Need low budget to conduct the research.

· Participant behaviour analyze easily.

· The effectiveness of quantitative research will be stronger.

[Proctor 2003, p.208-209]

Comparison dimensionQualitative researchQuantitative research

Kind of questionsProbingNon-probing

Sample sizeSmallLarge

Information per respondentsMuchVariable

AdministrationRequires interviewer special talentFewer special skill required

Hardware requiredTape recorder, projection devices, video, pictureStatistical

Convenient of replicationDifficultEasy

Researcher training necessaryPsychology, sociology, consumer behaviour, marketing, marketing researchStatistical, decision models, computer programming, marketing, marketing research

Type of researchExploratoryDescriptive or causal

3.4 Questionnaire Design:

A good skill is required to create a legit questionnaire which leads the research issues towards the solution. Chisnall (1997) stated that “A Questionnaire is the way of obtaining specific information about a defined issue so that, the data after analysis and interpretation, outcome in a better appreciation of the problem”. Fundamentally there are two kinds of questionnaire (1) Structured and (2) Unstructured.

Structured questionnaire can be produced in “multiple option”, dichotomous or a scale” Malhotra (2004). In multiple choice questions, the options will be given to the respondent, in dichotomous questions the participant answer in ‘yes' or ‘no' and in a scale questions the options are given in numeric numbers in which respondent mark that number which is close to his views. Structured questionnaire are easy to analyze.

Those questions which allow the respondents to state their feeling freely are called unstructured survey questionnaire (Malhotra 2004). The examples of the unstructured question are like: who is your choice personality? What do you like? Etc.

In accordance with Lancaster et al (2002) for structuring the questionnaire the following instruction should be followed:

* “The overall questionnaire must move from topic to topic in a logical manner, with all questions on one subject completed before moving to the next.

* Sensitive questions, such as the respondent's returns, should be at end.

* The first few questions should be simple, purpose and interesting.

* The questionnaire must be designed so as to minimize re本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。