Qualitative and Quantitative Research Methods - Coursework Example

Qualitative and Quantitative research methods Name: Institution: Date: Contents A.Introduction 3 B.Quantitative Research 4 C.Qualitative Research 8 D.Comparison between qualitative and quantitative research methods 11 E.Uses of qualitative and quantitative research techniques in business management 15 F.References 18 A. Introduction Research is characterized by concepts such as investigation, enquiryand analysis of a phenomena or problem in systematic ways. Purposes of researchmay include the following: Reviewing and synthesizing of existing knowledge and generating others. Investigating existing situations and problems to provide solutions Exploration and analysationof more general issues Constructing new procedures or systems Explaining new phenomena ora combination of any of the aforementioned above. There are various types of research that include Exploratory Descriptive Analytical Predictive All the above depend on the objectives of theparticular research.Further, the researchprocess involvesdifferent approaches which are as follows: Qualitative vs. Quantitative Applied vs.Basic Deductive vs. inductive This report however focuses on quantitative and qualitative methods of research which will be classified under different subtopics outlined below: B. Quantitative Research Data type Quantitative research collects and analyses numerical/statistical data which is population-based andgeneral. The data is measurable in precise measurements such as scales, ranges, frequencies etc, collected using controlled and validated data collection tools. Quantitative Research options usually are predetermined and a large number of respondents areinvolved. By definition, measurement must be objective, quantitative and statistically valid. Data collected using this method can be divided into two broad divisions, i.e. categorical and numerical. Categorical data is that which cannot be numerically measured but can be put into categories by their unique features or ranking. This kind of data can be sub divided further into descriptive and ranked. Descriptive data is difficult to place by number or rank and is also broken further into dichotomous data in which the variable is put into two sets such as, Male or Female. Ranked data is a form of categorical data that is more precise in nature or description. Numerical data, which is sometimes termed ‘quantifiable’, are those whose values are Measured or counted numerically as quantities (Berman Brown and Saunders 2008). This can be subdivided into interval data or ratio data and continuous or discrete data. Interval data allows one to state the difference between two values for a given variable but not the relationship difference. On the other hand ratio data allows one to get the relative difference between values for a variable. The other sub divisions of numerical data is the continuous data which can take any value as long as it can be quantified accurately for instance data on temperature and the discrete data that is accurately measured such as telephone numbers. Understanding differences between the types of data is extremely important whenanalyzing your data quantitatively, for two reasons. Firstly, it is extremely easy withanalysis software to generate statistics from your data that are inappropriate for the datatype and are consequently of little value (Box 12.2, overleaf). Secondly, the more precisethe scale of measurement, the greater the range of analytical techniques available to you. Quantitative data in a raw form, that is, before these data have been processed and analyzed, Convey very little meaning to most people. These data, therefore, need to be processed to make Them useful, that is, to turn them into information. Quantitative analysis techniques such as Graphs, charts and statistics allow us to do this; helping us to explore, present, describe and Examine relationships and trends within our data. Disadvantage of Qualitative research As a result of the method focusing on small groups the knowledge acquired cannot be generalized on the whole population i.e. the study findings are constricted in the studied group. In addition, this method is subjective and the findings are dependent on moderators and may be prone to own biases. It is also time consuming in data collection and analysis. It also does not support statistical analysis or help in predictions. Dealing with large sample size, quantitative techniques is based on the axiom "bigger is better." On the other hand, with smaller, more focused sample a size, qualitative research does the opposite. It proves that the size of the sample used in by the researcher doesn’t matter. It’s also a highly non-probabilistic research discipline, intended to overlook the numbers to gain an in-depth understanding of the respondent's feelings, perceptions and viewpoints. Gaining such insight into the hearts and minds of the customer is best acquired through the use of smaller, highly targeted samples[Anw11]. Expert moderators, unencumbered by the strict time and structure constraints of a quantitative survey, use a multitude of techniques to obtain in-depth information. Interviews are lengthy, oftentimes as long as four hours, allowing the moderator to elicit extremely candid, highly complex responses. The result is rich, in-depth data laden with insight unobtainable from quantitative market research techniques[Anw11]. Good, sound qualitative research has much strength. It's flexible, highly-focused, and designed to be completed quickly. Because the results are seen or heard first-hand, management relates to the findings easily[Anw11]. Recently a qualitative research study for a company seeking to launch a new model of its mobile handset device was conducted by a research firm. The client’s objectives were: To understand consumers preferences for the new model color and shape. To know level of willingness they wished to pay for the upgraded model The research company study involved his use of focus groups in two major towns. A total of 50 qualified respondents took part in the focus groups. Each one of them examined and then tested the new model for a period of 2 days after which they were required to give a qualified feedback on their personal attitude towards the model. Careful analysis of the attitudes expressed was done which helped the client company optimize their sales of the new launched device after making adjustments expressed by the respondents. The whole study used qualitative research technique as it needed to get down to a personalized level to understand opinions regarding the product. It’s thus evident that the technique is intuitive and highly subjective Qualitative research is not without its weaknesses and limitations. Misuse or misunderstanding the capabilities of qualitative research is commonplace[Anw11]. Most companies often find themselves using the data-rich results provided by the technique making a pressumption that the can project data. This assumption is however incorrect since they overlook the subjectivity and the fact that it uses small samples compared to quantitative discipline. Another common misconception is the expectation that qualitative research will always produce definitive conclusions[Anw11]. In reality, the results will not provide companies with definitive conclusions, but only with enough information to establish a firm basis for decision making[Anw11]. A key element of qualitative technique is that it requires skilled investigators to achieve successful results. Left in the hands of unskilled investigators undermines its validity and reliability. Some projects require that both techniques be used, which enhances validity as they are complementary to each other. Case study ’ A recent study my firm completed for a computer monitor manufacturer illustrates this point. The client wished to achieve several objectives. First, understand and identify the relative desirability of a flat-screen monitor for our client's target consumer market. Next, identify the effect price or feature modifications might have on the client's unit market share. Third, profile the high-end consumer market. To secure the necessary numbers and the distinct voice of potential customers, we designed a study where both quantitative and qualitative methods were utilized. Participants were recruited to a research facility and were educated on product concepts, attributes and survey procedures. Once this survey was completed, a small portion of respondents participated in probing focus groups. This qualitative research obtained detailed feelings, impressions and viewpoints for new flat-screen monitors. Upon completion of both the quantitative and qualitative phases, key product styling/feature concepts were verified and customer behavior patterns were clearly established. When you are ready to pull the trigger on your market research study and can't decide which methodology to choose, just remember your axioms. When you want "strength in numbers," choose quantitative research. When "size doesn't matter," qualitative research is your best bet’[Anw11]. C. Qualitative Research Data type This research is carried out to give an insight on underlying causes and drives toward a problem and its setting and developing hypothesis to be further studied. Qualitative research collects non-numerical data that’s unstandardized and classified into categories such as words, images and patterns. This method undertakes studying of smaller groups in contrast to the population based method used by quantitative research. It uses the slogan of ‘smaller yields higher quality’. The data usually is valid and rich and enables the identification of trends that give deeper insight into a subject. Data is collected using methods that include; in-depth interviews on small groups of people and small focus groups in which participatory individuals respond to general questions and the interviewer derives their perceptions and views from the responses obtained. As a result this type of data is usually subjective and it quality is dependent on the expertise of interviewer. Generation of data Qualitative data unlike quantitative data is generated from non-numerical scenarios such as videos, words,interviewproceedings and the like. There are various methods that are used in qualitative research to generate data. They include: i. Interviews These are mostly focused on what the researcher requires in the feedback and are thus rigorous for the sake of reliability and validity to ensure correctness and trustworthiness Of the data collected. To achieve all this, the techniques used should aim to have the following qualities: Reproducible Systematic Credible Transparent Interviews are unstructured in order to obtain maximum information on phenomena that the researcher is trying to explore and gain new insights. Developing the right kind of questions will require skilled investigators, will aid in getting precise data that is required using interviews as well. ii. Observation This is yet another way of collecting qualitative data; wheredirect observations enable the researcher fully comprehend complexities in most situations. Data collected in this analysis is usually descriptive in nature so as the beneficiaries of the research may understand how and what happened. The data is also very important in overcoming discrepancies to enhance efficiency of the estimator. The researcher should observe the following while taking down filed notes: Recording notes immediately they take place to avoid omission during compilation Each field visits should be recorded on separate sheet to avoid mix up of analysis Take down notes of each and every important detail to enhance comprehensiveness of the data. Including diagrams and maps of the researchers movements during the time of data collection Finally, proof reading the notes may help the researcher generate new ideas which might come in handy. iii. Reports and written data sources This is the third type of qualitative data collection method which identifies literature in similar field of studies to help in making correlational analysis. It includes: Previous research works reports-This helps the researcher avoid data duplication and plan the research methodology in a more organized manner. Clinic and also other service records-This gives an overview of whom and why another researcher or organization is using the service to identify the gap. Policy reports-In this; the researcher is required to familiarize themselves with both international and local literature to gain a deeper insight of study background. iv. Oral data type Another way of understanding concepts through qualitative research is oral interviews. This is accomplished through talking to people. This kind of data is informative, more descriptive .The conversations maybe informal or formal according to the researcher’s preference of data type and setting. Data management in qualitative research Confidentiality should be a priority to avoid stigmatization of the respondents and or humiliation. For security issues, one should ensure that they chose minimum of the respondents as well as balancing nature and gender. The notes of data collected should be privately secured to avoid them lying in the wrong hands. Disadvantages of Qualitative research One of the disadvantages of quantitative research is that it is more expensive to conduct than qualitative research and a vast base of information is hard to obtain when using controlled data gathering instruments. Even though it comes with advantages because of the larger scale of research, it may not be necessary for the type of research that needs to be done. Another disadvantage of quantitative research is that numbers change often (Word press, 2011). So if research is conducted on a statistical level then it would have to be conducted much more frequently to help balance out the consistent changing of numbers (Word press, 2011).It is also complex for the regular reader to comprehend a quantitative report due to its technical nature and use of statistical terms. Despite its large outreach on a population base method it can be limiting in getting data from some groups of society especially when using questionnaires such as the illiterate while the questionnaires may also be incomplete or inaccurate. Furthermore the latter instrument of data collection may create a situation in which respondents are isolated. There is also rigidity in this method of research as the instrument cannot be altered once the study starts. The reduction of the data into numerical form poses a weakness in the method as information may be lost and the correlations made between variables assume realities. Its structural form deprives the respondent’s freedom, moral, responsibility and their ability to really infer their own experiences by making the assumption of generalization. The results of this method are usually normal and insignificant due to its restrictive nature. D. Comparison between qualitative and quantitative research methods Similarities Both quantitative and qualitative research methods in business and data management are used to collect different types of data that may be required in research and include; Secondary data This includes both quantitative and qualitative data that may be raw or processed used in both explanatory and descriptive research and is obtained through both qualitative and quantitative methods. This kind of data in business and management research is usually used in case studies or survey research management. It is divided into the following subgroups; Documentary secondary data: It is usually used in projects that also involve primary data gathering methods but could also be used alone alongside other secondary data sources. The data includes written records such as emails, meeting minutes, reports to shareholders, administrative and public records, journals,articles and newspapers. It also consists of non-written materials such as films, audio and video recordings and pictures. The analysis of these data involves both qualitative and quantitative analysis methods. Survey based secondary data: The data is usually collected through the survey strategy that consists of one of the following censuses,continuous survey or ad hoc surveys mostly by use of questionnaires. It is made available in gathered data tables for analysis. Census is usually unique to government researches however, most large corporations use regular surveys for instance when taken a survey on employee attitudes. Multiple source secondary data: This can be wholly based on either of the latter two types of secondary data or both. Usually used to produce time series data. Differences i. Focus Quantitative research method deals with numerical and statistical data .It uses graphs and pie charts to analyses it to a level that is comprehendible by people who may use the research findings in future. In contrast, qualitative method focuses on data collection techniques of non-numerical data such as video, pictures and words. The two methods are thus a complement of each other .When making the choice of data collection method, one may end up using just one technique commonly known as mono method, or use multiple methods which is a combination of more than one data collection techniques If a researcher choses to use the latter, there are four different possibilities which are as follows: Multi-method quantitative study.-This is where one may choose to use qualitative to collect data then analyses it using quantitative procedures. Multi-method qualitative study- This is where one may choose to use qualitative to collect data then analyses it using qualitative procedures. Mixed methods approach-in this; both qualitative and quantitative techniques are incorporated in the research. It is further subdivided into two categories: Mixed method research which uses both quantitative and qualitative data collection methods and investigates them either parallel or sequential but no single point where they are mixed. Which means each type of techniques data is analyzed using the techniques analyzing modes. Mixed-model research-This is the exact opposite of mixed method research. Quantitative data may be converted to qualitative and analyzed using qualitative techniques and vice versa. Case study 1 A new employee in a new organization wanted to find out how new supervisors got around their job description. To get a clear understanding of what the supervisors did, the employee carried out the following tests: He shadowed an old supervisor for two weeks (qualitative data). He interviewed a day and a night shift supervisor to know of any differences in the approach used (qualitative data). The employee interviewed the managers to whom the above two supervisors reported to (qualitative data) In the end, the new employee got a better grasp of the supervisors content, and also increased his credibility to the supervisors they worked with thus drew meaningful conclusions from the multi method technique approach. ii. Philosophy Qualitative research is concerned with phenomenology Quantitative research on the other hand is concerned with positivism iii. Goal Qualitative research- understanding the meaningthe public have constructed giving focus on finding how individuals make sense of their surroundings. Quantitative research major goal is usually to establish basis of testing the hypothesis iv. Method In qualitative research, methods commonly used ethnography, action research, qualitative case study, and content analysis. On the other hand, quantitative research uses experiments and surveys v. Data Collection Techniques In qualitative research, the researcher and the respondent are commonly known as the (“human instrument”). In quantitative research, the major instrument in data collection is the questionnaire, scales, inventory or various correlational tests. vi. Research Design Qualitative research uses a dynamic research design while quantitative uses flexible research designs. vii. Sample The sample is quite small and not randomly chosen in qualitative research; rather, the choice of a sample is purposeful (Patton, 1996). On the other hand, quantitative research’s sample should always be large enough to ensure representativeness of the population. Statistical tools may also be used to generate a sample as well. viii. Generalization In qualitative research, one selects cases based on their uniqueness In other words, the researcher describes the context then the reader decides whether the context is representative of his or her situation. In quantitative research, one interested in making an inference based on the findings obtained from the sample to the entire population. ix. Analysis: Qualitative research uses the inductive approach .The researcher starts with phenomena observation then continues to find patterns which maybe in the form of themes, concepts and typologies. Tentative hypothesis are also introduced with additional information collected to describe the phenomenon. E. Uses of qualitative and quantitative research techniques in business management Business and management research refer to as systematic research to find out things about business and management. Easterby-Smith et al. (2008) argue that four things combine to make business and management a distinctive focus for research: • The way in which managers (and researchers) draw on knowledge developed by other disciplines; the fact that managers tend to be powerful and busy people. Therefore, they are unlikely to allow research access unless they can see personal or commercial advantages. • The fact that managers are educated. Many now have undergraduate and postgraduate Degrees and, as such, tend often to be as well educated as those conducting research about them. • The requirement for the research to have some practical consequence. This means it either needs to contain the potential for taking some form of action or needs to take account of the practical consequences of the findings. Business and management research must include quantitative data that is obtained through the methods aforementioned earlier in this report. This data guides the answering of research questions and drive the research into achieving its objectives. To be of use the numerical data must be analyzed and broken down into comprehendible form using quantitative analysis methods such as; diagrams, statistics like indices for comparisons and tables. Until recently, data was analyzed using manual methods or main frame computers but the concepts of the manual methods such as calculators that i.e. the number crunching and charting elements have been included in affordable PC based analysis software’s. The analysis software’s are vary from spreadsheets such as Excel and more advanced ones such as SPSS, StatviewsTM, MinitabTM and SASTM for data management and statistical analysis. In addition is the advanced survey design and packages that include SNAPTM. Therefore the computer does the analysis and produces the diagrams and calculates statistics eliminating the hand son method where the researcher does the drawing of results. Quantitative techniques Comprehending the different types of data is important to any management and business development research. This data can be analyzed into different statistical forms such as graphs,pie charts,which are projective in nature of the population parameters. Validity,reliability and sensitivity of the quantitate data depends on the precision of the scale of measurement consequently widening analytical techniques and tools availability. In real world scenarios, quantitative research method has been greatly used in business and management research among them including social sciences, health sectors and social processes. Quantitative research was recently conducted for a telecommunications company which had an aim of establishing their telecommunication strategy of bundling, both local and internationally, wireless service provision efficiency, long distance and cable for coming decade or so. Over 1800 telephone surveys had to be conducted to increase precision of the data sampled. This was to ensure that the projective data given asked on the sample was not misleading to the management implementing the strategy. The 1800 respondents were divided into residential customers and SMEs that relied on their service provision. A conjoint sample survey of 600 respondents was also done .The conclusive data analysis from the quantitative research method enabled the telecommunication company make decisions affecting next decade based on projective results. Qualitative research technique Qualitative research method is designed to gain a deeper understanding of quantitative data.it focuses on smaller samples that are more intense .for instance in marketing research; it would be concerned with studying customer attitude or mental disposition towards attributes of the product under consideration. Feelings,cognitivebehavior,perceptions and impressions of the customers are studied and analyzed.Any management in a firm will relate to qualitative research findings because of its flexibility, highly focused nature and easily completed owing to its design. A manufacturing company conducted a qualitative research to establish customer preference for new shape of its mobile devices. Other objectives included determining the willingness of the public to pay a premium for the new preferredshape, and their reaction to the shape compared to the ordinary existing mobilegadgets shape. A total of 50 qualified respondents were chosen to participate in the focus groups where they were required to give an opinion after testing and examining the product.The management of the company was thus able to gather concrete information regardingfunctionality, pricingattitudes,shape preferences from the viewpoints analysis. It’s evident that this type of research is highly subjective and therefore requires careful analysis by experts familiar with analyzing such kind of data. This in essence results to useful information to businesses seeking to expand to new markets, launch new products or study marketing trends of existing products.However, if your analyses are to be straightforward and of any value one needs to have prepared their data with quantitative analyses in mind and also be aware of and know the different circumstances under which to use different charting and statistical techniques. F. References Anw11: , (AnwersResearch, 2011), Read More