Quantitative and Qualitative Findings in MBA Capstone Projects

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In an MBA Capstone project, you will often analyze both quantitative and qualitative data. It’s important to present and interpret these findings differently, as they serve different purposes in your research.

3.1 Quantitative Findings

  • Statistical Results: Quantitative findings involve numerical data and often require statistical analysis. Examples include trends in sales, financial performance metrics, or customer survey scores.
    • Example: If analyzing a marketing campaign’s success, you might report that “Sales increased by 10% following the campaign, with a p-value of 0.03 indicating statistical significance.”
  • Comparative Analysis: Present findings from comparisons, such as before-and-after analysis, or a control vs. experimental group.
  • Correlation or Regression Analysis: If you performed regression analysis, report the coefficients, significance levels, and R-squared values to demonstrate the strength and direction of relationships.

3.2 Qualitative Findings

  • Themes and Patterns: Qualitative findings often involve identifying themes or patterns in data from interviews, surveys, or case studies. These are usually presented as insights into behaviors, attitudes, or preferences.
    • Example: If you interviewed customers about product satisfaction, the key finding might be that “80% of participants reported that the product’s ease of use was the primary factor in their satisfaction.”
  • Narrative Presentation: Qualitative findings are often presented in narrative form, using participant quotes, thematic analysis, or case studies to illustrate key insights.

3.3 Combining Quantitative and Qualitative Findings

In some cases, you may need to present both types of findings together:

  • Integrating Data: Quantitative findings can provide a general overview of trends, while qualitative findings offer context and deeper insights. Together, they provide a fuller picture of the research problem.

Published by Lisa