05 Research Methodology Designs [PDF]

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RESEARCH METHODOLOGY: TYPES AND DESIGN F. M. Kapepiso

Learning objectives At the end of the lecture, you should be able to: • Define research methodology and research design • Explain the two main research approaches/ methods • Describe the general characteristics and purpose of quantitative research design • Describe the general characteristics and purpose of qualitative research design

Introduction • Data collection is time consuming but it is the most important part of research which helps us understand and explain the unknown, and add new knowledge to existing knowledge • Research methodology is the how of collecting data and the processing thereof within the framework of the research process. • Two basic methodologies for collecting data – quantitative and qualitative • The methodology of research broadly comprehends research design, scope of research, sample design in case of sample study, research instruments design and methodology of data collection and data analysis. • Research design is a plan, a structure and a strategy of investigation conceived to obtain answers to various issues in research and to control variance.

Types of Research Methods • Two basic types of research methods: Quantitative and Qualitative methods • Quantitative methodology is associated with analytical research, and its purpose is to arrive at a universal statement (Mouton, 1983). Quantitative Research is a research based on structured data collected from a large representative sample, designed to test the given hypotheses. – In quantitative methodology, the research assigns numbers to observations by counting and measuring things or objects, data is produced (Bryman, 1984) • Qualitative research refers to research that produces descriptive data – generally the participant`s own written or spoken words pertaining to their experience or perception. Usually no numbers or counts are assigned to these observations. • Qualitative Research is a “systematic inquiry into the meaning.” Gary D. Shank (2006) It is based on experiences as lived, felt or undergone. – The indispensable condition or qualification for qualitative methodology is a commitment to perceiving the world from the point of view of the actor or participant – The researcher is concerned with understanding, rather than explaining (De Vos et al., 2002)

Features of Quantitative Research 1. Measurement of variables: It attempts to measure the variables based on the hypotheses derived from literature review or past researches or experiences. Variables are the main focus of quantitative research. 2. Causality: Quantitative research attempts to establish causality or cause and effect relationship between the independent and dependent variables. 3. Generalisation: Quantitative research attempts to generalize the results beyond the sample to the population. However, for this it is necessary that the sample is large and representative. 4. Replication: An attempt is made to determine whether the results would hold good in similar circumstances elsewhere also.

Features of Qualitative Research 1. Diagnostic: It is diagnostic and explores certain kind of behaviour such as brand loyalty, customer satisfaction, quality of work life, etc., in business research. It probes rather than counting. 2. Subjective: It is subjective for its findings cannot be supported by rigorous statistical tests. 3. Conceptual: Qualitative research provides a useful conceptual link between people and decision makers. 4. Explores human behavior: Provides highly useful sets of statistics on variety of aspects of human behaviour . Being flexible and unstructured it can be useful in exploring minds of people. It is therefore, deeply insightful and illuminative. 5. Dynamic: Qualitative research allows for a great variety of approaches. 6. Soft skills as tools: Qualitative research is built around such tools as interviews, focus groups, participant observations, ethnography, case studies, narratives and oral history, and the like (Cresswel, 1998)

Quantitative Versus Qualitative Research Quantitative Research

Qualitative Research

1 Researchers test hypotheses that Researchers capture and discover are stated at the beginning meaning once they become immersed in the data 2 Concepts are in the form of distinct Concepts are in the form of themes, variables motifs, generalisations, and taxonomies 3 Measures are systematically Measures are created in an ad hoc created before data collection and manner and are often specific to the are standardised individual setting or researcher 4 Data are in the form of numbers Data are in the form of words and from precise measurement images from documents, observations, and transcripts

Quantitative Versus Qualitative Research Qualitative Research

Quantitative Research

5 Theory is largely causal and is Theory can be causal or non-causal deductive and is often inductive

6 Procedures are standard, replication is frequent

and Research procedures are particular, and replication is very rare

7 Analysis proceeds by using statistics, tables, or charts and discussing how what they show relates to hypotheses

Analysis proceeds by extracting themes or generalisations from evidence and organising data to present a coherent, consistent picture (Neuman, 2014)

Typical Characteristics of Quantitative Versus Qualitative Approaches Question

Quantitative

Qualitative

1 What is the purpose of the To explain and predict research? To confirm and validate To test theory

To describe and explain To explore and interpret To build theory

2 What is the nature of the Focused research process? Known variables Established guidelines Pre-planned methods Somewhat context-free Detached view 3 What are the data like, and Numerical data how are they collected? Representative, large sample Source: Leedy & Ormrod, 2015 Standardised instruments

Holistic Unknown variables Flexible guidelines Emergent methods Context-bound Personal view Textual and/ or imagebased data Informative, small sample Loosely structured or nonstandardised observations and interviews

Typical Characteristics of Quantitative Versus Qualitative Approaches Question

Quantitative

4 How are data analysed Statistical analysis to determine their meaning? Stress on objectivity

Primarily deductive reasoning 5 How are the findings Numbers communicated? Statistics, aggregated data Formal voice, scientific style

Qualitative Search for themes and categories Acknowledgement that analysis is subjective and potentially biased Primarily inductive reasoning Words Narratives, individual quotes Personal voice, literary style (in some disciplines)

Quantitative Research Designs Methodology

General Characteristics and Purposes

1 Survey Research

A study designed to determine the incidence, frequency, and distribution of certain characteristics in a population, especially common in business, sociology and government research An observational-descriptive type of research that either compares people in different age groups (a crosssectional study) or follows a particular group over a lengthy period of time (a longitudinal study). Such studies are particularly appropriate for looking at developmental trends A study in which participants are randomly assigned to groups that undergo various researcher-imposed treatments or interventions, followed by observations or measurements to assess the effects of the treatments

2 Developmental Research

3 Experimental Research

Quantitative Research Designs… Methodology

General Characteristics and Purposes

4

Ex Post Facto Research

5

QuasiExperimental Research Correlational Research

An approach in which one looks at conditions that have already occurred and then collects data to investigate a possible relationship between these conditions and subsequent characteristics or behaviours A method similar to experimental research but without random assignment to groups

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A statistical investigation of the relationship between two or more variables. Correlational research looks at surface relationships but does not necessarily probe for causal reasons underlying them. For example, a researcher might investigate the relationships among high school seniors` achievement test scores and their grade point averages a year later when they are first year college students

Qualitative Research Designs Methodology

General Characteristics and Purposes

1

Content Analysis

2

Ethnography

A detailed and systematic examination of the contents of a particular body of material (e.g., television shows, magazine advertisements, Internet websites, works of art) for the purpose of identifying patterns, themes, or biases within that material. A type of qualitative inquiry that involves an in-depth study of an intact cultural group in a natural setting

3

Grounded Theory Research

A type of qualitative research aimed at deriving theory through the use of multiple stages of data collection and interpretation

Qualitative Research Designs… Methodology

General Characteristics and Purposes

4

Case Study

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Historical Research

A type of qualitative research in which in-depth data are gathered relative to a single individual, program, or event for the purpose of learning more about an unknown or poorly understood situation An effort to reconstruct or interpret historical events through the gathering and interpretation of relevant historical documents and/or oral histories

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Phenomenolo A qualitative methodology that attempts to understand gical Research participants` perspectives and views of physical or social realities Source:

Leedy, P. D. & Ormrod, J. E. (2015, p.102). Practical research: Planning and design. Boston: Pearson.

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