Post on 01-Jan-2016
transcript
Qualitative versus
Quantitative Research
(Source: W.G. Zikmund, “Business Research Methods,” 7th Edition, US, Thomson, South-Western, 2003)
How Qualitative and Quantitative Researchers See the World
Qualitative vs. Quantitative ResearchQualitative Research Quantitative Research
PurposePurpose Discover ideas; develop a detailed and in-depth understanding of a phenomenon
Test hypotheses or specific research questions
ApproachApproach Observe and interpret Measure and test
Data Collection MethodsData Collection Methods Unstructured; free- forms Structured; response categories provided
Researcher Researcher IndependenceIndependence
Researcher is intimately involved; results are subjective
Researcher is uninvolved; results are objective
SampleSample Small samples – often natural setting
Large samples to allow generalization
Most often used in:Most often used in: Exploratory research designs
Descriptive and causal research designs
Qualitative vs. Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured; asks a broad range of questions
Non-statistical; subjective interpretations
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Conclusive; recommends a final course of action
Contrasting Exploratory and Confirmatory Research
Qualitative dataQualitative data Data that are not characterized by numbers but
rather are textual, visual, or oral. Focus is on stories, visual portrayals, meaningful
characterizations, interpretations, and other expressive descriptions.
Quantitative dataQuantitative data Represent phenomena by assigning numbers in
an ordered and meaningful way.
Criticisms (Quantitative vs Qualitative Research)
Basic Criticisms of Quantitative Research Preoccupied with control Reductionist Top down Misses big picture
Basic Criticisms of Qualitative Research Subjective Biased Results not generalizable Unable to identify causal relationships
Quantitative Research
Is deductive and linear Employs statistical tools such as regression
analysis to explain variance in the data (can be theoretical or empirical)
Example – Is there a relationship between variable X and Y? Is the increase in sales caused by an
increase in advertising expenditure?
Qualitative Research
Is inductive and spiral Employs case study methods or
action research to explore some phenomena or particular problems
Example – What are the relationships between variable X and Y?
Qualitative Research Process
Start with a general question that you want to research
Ask questions, observe different situations Analyze the materials/information collected Discover emerging theme or thesis Formulate new theory or approach Ask more focused/directed questions Further observations and interview Tentative conclusions and emerging
hypotheses
Qualitative Research Process
Attempt to represent complex phenomena with multiple variables operating simultaneously, rather than isolating the independent effects of single variables
Study phenomena as they occur naturally without trying to hold factors constant or control ‘confounding’ factors
Qualitative Research Process
Observation Data Gathering Theory Formulation Research Objectives/Hypotheses
Development Further Data Gathering Data Analysis Deduction from theory
Qualitative Research Process
There is a continuum between qualitative and quantitative research Can you define “strong” typhoon? (pure
qualitative) If you are asked to measure typhoon level
(pure quantitative ) But - rating techniques like – Can you rate
the “strength of typhoon” on the scale of 1 to 5 (becomes in between qualitative and quantitative)
Generalization in Qualitative Research
A generalization is usually thought of as a statement or claim that applies to more than one individual, group, or situation.
The value of a generalization is that it allows us to have expectations about the future.
A limitation of Qualitative Research is that there is almost NO justification for generalizing the findings of a particular study.
Due to this problem, replication of qualitative studies becomes more important than for quantitative studies.
Ethics and Qualitative Research
Ethical concerns affect qualitative research as do other forms of studies.
The following are important to repeat: Identities of participants should be protected Participants should always be treated with
respect Researchers should do their best to ensure
that no physical or psychological harm will come to anyone who participates in the study
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Common Qualitative Research Tools