BS2404 04

BS2404 Research Methods Qualitative vs.
Quantitative
Christopher Kronenberg & Alia Weston
Kingston University Department of Strategy, Marketing and Entrepreneurship
Dr Christopher Kronenberg
Kingston University London
Aims
Understanding the research process Distinguishing between qualitative and quantitative research methods
BS2404 Research Methods
Research Process
1 2
An idea What is your research philosophy/ paradigm Put your idea in context Collect your data Analyse your data
All research starts with a question(s) that needs answering What are your assumptions about the world? What do I know about the world (ontology)? How do I know what I know about the world (epistemology)? What does this say about the way you will carry out your research? What have other researchers said about your topic? Has someone else answered your question? Where does your idea fit in relation to other ideas?
Does your paradigm change the way you ask your research question?
What information will you need to collect in order to answer your question?
5 6
What does your data tell you about the question you asked? How are you going to interpret your data so it says something useful?
Findings
What have you found? Does it answer your question?

Research Onion
The research onion

Source: Mark Saunders, Philip Lewis and Adrian Thornhill 2006
Research Approaches
Deductive Approach Research approach involving the testing of a theoretical proposition by the employment of a research strategy specifically designed for the purpose of its testing.
Inductive Approach Research approach involving the development of a theory as a result of the observation of empirical data.
Research Approach Deductive

1. Discussing the theory. 2. Deducing a hypothesis from the theory 3. Empirically testing the hypothesis 4. Examining the outcome 5. Drawing conclusions, if necessary, modifying the theory
Dr Christopher Kronenberg BS2404 Research Methods
Theory
Hypothesis
Testing
Discussion
Characteristics of Deduction
Explaining causal relationships between variables Establishing controls for testing hypotheses Independence of the researcher Concepts operationalised for quantitative measurement Generalisation
Dr Christopher Kronenberg Kingston University London
Research Approach Inductive

Lack of theory(ies) Researcher starts with data collection Generalisation of findings Theory development
Observation
Empirical generalisation
Discussion
Theory development University London Kingston
Characteristics of Induction
Building theory by Understanding the way human build their world Permitting alternative explanations of whats going on Being concerned with the context of events Using more qualitative data Using a variety of data collection methods
Dr Christopher Kronenberg BS2404 Research Methods Kingston University London
Inductive Approach
Deductive Approach
Theories
Forming concepts, developing theories Deducing consequences, making predictions (Literature Review
Empirical generalisation
Tests
Hypotheses
Inducing generalisations
Drawing samples and devising measuring instruments
Observation
Dr Christopher Kronenberg BS2404 Research Methods
Adapted from Deshpande (1983)
Group Discussion
What do you think: Do we have enough theories in business science or is there still a need for theory development?
Data Collection
Two main data sources can be identified
Primary Data
Secondary Data
Research Orientation Map
Secondary Data
Secondary sources / data are writings about or using (other) primary sources. Examples of secondary data are governmental statistics about unemployment, report on a presidential speech, etc. Desk research
Dr Christopher Kronenberg BS2404 Research Methods Kingston University London
Secondary Data
Types of secondary data

Source: Mark Saunders, Philip Lewis and Adrian Thornhill, 2006
How the government spends your money

(Guardian.co.uk, 19 October 2010)
Primary Data
Primary data are the results of original research. Sources of primary data include face-to-face interviews, observations, focus groups, questionnaires, etc. Field research
Primary Data
Quantitative Data
Qualitative Data
Qualitative and quantitative research

Qualitative All research ultimately has a qualitative grounding Donald Campbell The aim is a complete, detailed description. Researcher may only know roughly in advance what he/s is looking for. Data is in the form of words, pictures or objects. Quantitative There is no such thing as qualitative data. Everything is either 1 or 0 Fred Kerlinger The aim is to classify features, count them, and construct statistical models in an attempt to explain what is observed. Researcher knows clearly in advance what he/s is looking for. Data is is in the form of numbers and statistics.
Qualitative data is more rich, time consuming, and less able to be generalized.
Quantitative data is more efficient, able to test hypotheses, but may miss contextual details
Qualitative and quantitative research

Qualitative Based on meanings expressed through words Collection results in non-standardised data Quantitative Based on meanings derived from numbers Collection results in numerical and standardised data
Analysis conducted through the use of conceptualisation
Analysis conducted through the use of diagrams and statistics
Quantitative Research
An objective approach which includes collecting and analysing numerical data and applying statistical tests
Collis and Hussey (2003) Business Research 2nd edition Palgrave, Basingstoke p354
Main Administration Modes

Questionnaires
Face-to-face Telephone Postal surveys Internet
Quantitative Research
Key points Data must be analysed to produce information Computer software analysis is normally used for this process (SPSS, Excel, ) Researchers need to know how to select and use different charting and statistical techniques
Questionnaire Example
Quantitative Data
Data matrix
Quantitative Data
Bar chart
Quantitative Data
Histogram
Quantitative Data
Pie chart
Qualitative Research
An unstructured, primarily exploratory methodology based on small samples, intended to provide insight and understanding (Malhotra & Birks, 2000) An array of interpretive techniques which seek to describe, decode, translate and otherwise come to terms with meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world (Van Maanen, 1979) Qualitative research helps the marketer to understand the richness, depth and complexity of consumers (Malhotra & Birks, 2000)
Dimensions of Qualitative Research
Value of Qualitative Research

Essence of in-depth understanding Examination without prior judgement Why and how in addition to what
Why Use Qualitative Research?

For exploratory research To gather sensitive information To get at subconscious feelings To measure complex phenomena Get holistic dimensions
Qualitative Research
Key issues Transcribing qualitative data Using electronic textual data including other documents (videos, pictures, ) Interactive nature of the process
Main Administration Modes

Interview (in-depth interview) Focus Groups Case Studies
Group Work
Analyse the two articles Which approach do they use? Why? Think about alternative approaches (either qualitative or quantitative)

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BS2404 Research Methods Qualitative vs.

Kingston University London

BS2404 Research Methods

Kingston University London

What have you found? Does it answer your question?

Kingston University London

The research onion

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

Research Approach Deductive

BS2404 Research Methods

Research Approach Inductive

BS2404 Research Methods

Theory development University London Kingston

Drawing samples and devising measuring instruments

Adapted from Deshpande (1983)

Kingston University London

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

Research Orientation Map

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Types of secondary data

Kingston University London

How the government spends your money

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

Qualitative and quantitative research

BS2404 Research Methods

Kingston University London

Qualitative and quantitative research

Analysis conducted through the use of conceptualisation

Analysis conducted through the use of diagrams and statistics

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

Main Administration Modes

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London

BS2404 Research Methods

Kingston University London