SHS

Inquiries, Investigation,
and Immersion
Quarter 1: Module 4 – Lesson 1
Understanding Data and Ways to
Collect Data (Research Design)

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SHS Applied Subject: Inquiries, Investigation and Immersion (3I’s)
Quarter 1 Module 4 – Lesson 1: Understanding Data and Ways to Collect Data
(Research Design)

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Development Team of the Module

Writer:
Juliet C. Saldo – Tapayas High School
Editors:
Fe F. Peralta – San Vicente National High School
Edna F. Aladano - GMEVHS
Reviewers:
1. Preciosa R. Dela Vega, EPS - English, SDO Camarines Sur
2. Jeanette M. Romblon, EPS I - English, SDO Masbate City
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Module Understanding Data and Ways to Collect
Data
4 Lesson 1 – Research Design

Most of us wanted to become successful in everything that we do. We

understand that planning ahead of time can help us put things right at the right
time. Planning is believed as one of the indicators that mark success. And
apparently, it is the result that gives us the idea how effective the plan was. In like
manner, research aims to gauge for a successful result. It involves understanding
data and ways to collect data.
This module will enlighten you to become successful in understanding data and
data collection.
In this connection, you are welcome in this Lesson 1 – Research Design.

Learning Target

This lesson specifically aims to describe adequately research design, either

in qualitative or quantitative research.

Vocabulary List

Research Design - describes whether your study is qualitative or quantitative.

Qualitative Research - makes use of first person/textual/discursive in nature.

Quantitative Research - makes use of third person - past tense/researcher is

not the one who determines the variables, but it is the
subject itself.

Warming Up
Many times those that undertake a research project often find they are
not aware of the differences between Qualitative Research and Quantitative
Research methods. Many mistakenly think the two terms can be used
interchangeably.

Source: Department of Education

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 In your own words, what is the difference between Qualitative
Research and Quantitative Research? Write your answer on a separate sheet
of paper or your notebook.

1. Define and compare the different kinds of Qualitative and Quantitative

Research.
2. Illustrate the most interesting and creative research design you can
think of.
3. Using a flow chart of your chosen design, illustrate the steps.

4. State the problem of your study.

5. After the discussion of the types of research, identify what type of
research method is relevant to the current research problem.

Consider the following questions in choosing sample.

Which group of people (study population) are you interested in?
From which you want to draw a sample?
How many people do you need in your sample?
How will you select these people?

Learning About It
Qualitative Research
Qualitative Research is primarily exploratory research. It is used to gain an
understanding of underlying reasons, opinions, and motivations. It provides
insights into the problem or helps to develop ideas or hypotheses for potential
quantitative research. Qualitative Research is also used to uncover trends in
thought and opinions, and dive deeper into the problem. Qualitative data collection
methods vary using unstructured or semi-structured techniques. Some common
methods include focus groups (group discussions), individual interviews, and
participation/observations. The sample2 size is typically small, and respondents are
selected to fulfill a given quota.
What to Know: Qualitative research study is not but one kind. But just as with
quantitative methods, there are actually many varieties of qualitative methods.
Similar to the way group usability testing methods, there are also a number of
ways to segment qualitative methods.

You may choose the appropriate qualitative research design in order to

collect the needed data of the study.

A popular and helpful categorization separate qualitative methods into

five groups: ethnography, narrative, phenomenological, grounded theory,
and case study. John Creswell outlines these five methods in Qualitative Inquiry
and Research Design.

While the five methods generally use similar data collection techniques
(observation, interviews, and reviewing text), the purpose of the study
differentiates them—something similar with different types of usability tests. And
like classifying different usability studies, the differences between the methods
can be a bit blurry. Here are the five qualitative methods in more detail.

1. Ethnography
Ethnographic research is probably the most familiar and applicable
type of qualitative method to UX professionals. In ethnography, you immerse
yourself in the target participants’ environment to understand the goals,
cultures, challenges, motivations, and themes that emerge. Ethnography has
its roots in cultural anthropology where researchers immerse themselves
within a culture, often for years! Rather than relying on interviews or surveys,
you experience the environment first hand, and sometimes as a “participant
observer.” For example, one way of uncovering the unmet needs of
customers is to “follow them home” and observe them as they interact with
the product. You don’t come armed with any hypotheses to necessarily test;
rather, you’re looking to find out how a product is used.

Source: https://www.snapsurveys.com/blog/qualitative-vs-quantitative-research/

2. Narrative

The narrative approach weaves together a sequence of events, usually from

just one or two individuals to form a cohesive story. You conduct in-depth
interviews, read documents, and look for themes; in other words, how does an
individual story illustrate the larger life influences that created it. Often interviews
are conducted over weeks, months, or even years, but the final narrative doesn’t
need to be in chronological order. Rather it can be presented as a story (or
narrative) with themes, and can reconcile conflicting stories and highlight
tensions and challenges which can be opportunities for innovation.

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 For example, a narrative approach can be an appropriate method
for building a persona. While a persona should be built using a mix of methods—
including segmentation analysis from surveys -depth interviews with individuals
in an identified persona can provide the details that help describe the culture,
whether it’s a person living with Multiple Sclerosis, a prospective student applying
for college, or a working mom.

3. Phenomenological

When you want to describe an event, activity, or phenomenon, the aptly

named phenomenological study is an appropriate qualitative method. In a
phenomenological study, you use a combination of methods, such as conducting
interviews, reading documents, watching videos, or visiting places and events,
to understand the meaning participants place on whatever’s being examined.
You rely on the participants’ own perspectives to provide insight into their
motivations.

Like other qualitative methods, you don’t start with a well-formed

hypothesis. In a phenomenological study, you often conduct a lot of
interviews, usually between 5 and 25 for common themes, to build a sufficient
dataset to look for emerging themes and to use other participants to validate your
findings.

For example, there’s been an explosion in the last 5 years in online courses
and training. But how do students engage with these courses? While you can
examine time spent and content accessed using log data and even assess
student achievement vis-a-vis in-person courses, a phenomenological study
would aim to better understand the students experience and how that may impact
comprehension of the material.

4. Grounded Theory

Whereas a phenomenological study looks to describe the essence of an

activity or event, grounded theory looks to provide an explanation or theory
behind the events. You use primarily interviews and existing documents to build
a theory based on the data. You go through a series of open and axial coding
techniques to identify themes and build the theory. Sample sizes are often also
larger—between 20 to 60—with these studies to better establish a theory.
Grounded theory can help inform design decisions by better understanding how
a community of users currently use a product or perform tasks.

For example, a grounded theory study could involve understanding how

software developers use portals to communicate and write code or how small
retail merchants approve or decline customers for credit.

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 5. Case Study

Made famous by the Harvard Business School, even mainly quantitative

researchers can relate to the value of the case study in explaining an
organization, entity, company, or event. A case study involves a deep
understanding through multiple types of data sources. Case studies can be
explanatory, exploratory, or describing an event. The annual CHI
conference has a peer-reviewed track dedicated to case studies. For example, a
case study of how a large multi-national company introduced UX methods into
an agile development environment would be informative to many organizations.

Source: https://www.snapsurveys.com/blog/qualitative-vs-quantitative-research/

What are typical qualitative research questions?

Qualitative research, sometimes also referred to as naturalistic inquiry, is a

distinct field of research with its own research philosophy, theory and methodology.
If your desire is to perform a qualitative study, it will probably be a lot easier to
develop your research question if you first become familiar with some of qualitative
research’s basic principles.

The qualitative paradigm suggests that there are multiple realities, and what
we are researching are constructs. In qualitative research, generally the
phenomenon is studied in its natural setting and the focus is on the participants’
(and also the researcher’s) view of the world. In other words, qualitative research
usually does not happen in a lab, or while sitting at a desk. It generally requires
going out, talking to people, observing what they do, as well as how they perceive
and interpret things. Also, it does not aim to generalize findings to entire
populations. Therefore, the research question that you ultimately choose guides
your inquiry and reflects this stance. The vocabulary of your questions will usually
suggest to the reader your intent to explore a certain phenomenon in its natural
context.

The process of developing qualitative research questions

It is very unlikely that your first attempt to develop a good research question
will be without hurdles. Every question usually undergoes a process of reflection
and refinement before you get your question to its final version. It is usually helpful
to share your draft question with others (mentor, advisor, colleagues, other
students) so they can comment on it and help you improve and reach better clarity.

For instance, a question ‘What challenges are encountered by people who

switch careers later in life?’ could guide a qualitative inquiry, but this question
would most likely require some further clarification. As it stands, it refers to a broad
group of people who might be difficult to capture in one single study. People can
change careers for different reasons (e.g. illness, difficulty finding a job in their
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primary profession, new life stage, joining a family business) so even a big sample
of people could have experiences that vary significantly. We might want to consider
narrowing this question down and focusing only on one group, for example: What
special challenges are encountered by people who switch careers later in life due
to not being able to perform their primary profession anymore because of age-
related health issues? This group of participants could then be narrowed down
even further to distinguish between different sub-groups of health issues (mental
health, physical illness, accidents, etc.). The first question could serve as the
overarching question, followed by sub-questions referring to different examples of
health problems.

The process of crafting a good research question can begin with writing down
a qualitative purpose statement regarding your research. When accomplishing this
try using words such as explore, understand, discover. Your purpose statement
can also mention the participants and the research site. An example of a purpose
statement would be: The purpose of this study is to explore how online tools can
help with dieting.

The purpose statement can then be used to develop your research question,
which narrows down your purpose statement and makes it more specific. For the
previous statement, the research question could be:

What are the experiences of women aged 30 to 40 using smartphone

applications for dieting?

Examples of research questions for different qualitative methodologies

Different types of studies go under the umbrella of qualitative research; each

with its own philosophy and ways of looking at the world as well as various methods
of interpreting data. Here are some qualitative research question examples that
could be used through different qualitative approaches:

Grounded theory:
What are the attitudes of elderly people with stroke towards the daily use of
assistive devices and technologies?

Phenomenology:
What role does the therapist’s spirituality play in the treatment of his or her
patients?
How do female high school teachers who have been physically assaulted by
students overcome their fears so they can effectively teach?

Ethnography:
How do adolescent Latinas/Latinos conceptualize classroom participation
processes shape active oral participation?

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 Narrative inquiry:
How does a good everyday life come about when living with chronic
rheumatic conditions?

Case study:
What strategies are being used by small businesses that have effective and
viable workplace wellness programs?
Source:
Agee, J. (2009). Developing qualitative research questions: a reflective
process. International Journal of Qualitative Studies in Education. 22(4), 431-447.
Worthington, M. (n.d.) Differences between phenomenological research and a basic
qualitative research design. Retrieved
from http://a1149861.sites.myregisteredsite.com/DifferencesBetweenPhenomenological
ResearchAndBasicQualitativeResearchDesign.pdf

Top 4 Methods / Types of Quantitative Research

#1 – Survey Research
Using the survey research as the method of research, an organization
conducting survey ask different survey questions from the respondents using the
various types like online surveys, online polls paper questionnaires, etc and then
collect data and analyze collected data in order to produce the numerical results.

#2 – Causal-Comparative Research
Causal-Comparative Research method is used to draw conclusions with
respect to the cause and effect equation between the two or more than two
variables, where the one variable will be dependent on other variables which will
be independent.

#3 – Experimental Research
This analysis is done for the purpose of proving or for disproving the
statement. It is generally used in the field of natural sciences or in the field of social
sciences as in those areas various statements are there which required to be
proved as right or wrong

#4 – Correlation Research
Correlation Research conducted for establishing a relationship between the
two closely associated entities for knowing the impact of one on other and the
changes which eventually observed. It is carried for giving value to the naturally
occurring relationships. For this research minimum, two different groups will be
required.

Source: https://www.wallstreetmojo.com/quantitative-research/

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What are typical quantitative research questions?

Quantitative research questions are generally used to set the scene for an
entire study or industry report. For quantitative business research it is imperative
that the research questions used allow your respondents to answer succinctly.
With that in mind there are three common types of quantitative research questions:

1. Descriptive research questions

2. Comparative research questions
3. Relationship-based research questions

Let’s take a look in greater detail at the typical formats you can use when
preparing quantitative market research questions.

Descriptive research questions

Descriptive survey questions are designed to uncover a respondent’s

response towards a particular question or variable. Put simply, it’s the easiest way
to quantify the particular variable(s) you’re interested in on a large scale. Common
descriptive research questions will begin with “How much?”, “How regularly?”,
“What percentage?”, “What time?”, “What is?”

Primarily, a descriptive research question will be used to quantify a single

variable, but there’s nothing stopping you covering multiple variables within a
single question.

Here are a few examples to get you started:

Question Variable Demographic

How often do you buy mobile
apps for fitness purposes?
How much would you be
willing to pay for a men’s
lifestyle magazine?
How regularly do you go
abroad for a holiday?
Number of mobile apps
bought
The cost respondents
would be willing to pay for
a men’s lifestyle magazine
Number of times
respondents go on holiday
abroad
Smartphone users
Fitness enthusiasts
Men aged 18-40
Families & adults
aged 18-and-over

Comparative research questions

Comparative survey questions are designed to help you identify clear

differences between two or more groups based on one or more variables. For
instance, a typical comparative research question will begin by asking respondents for
the “difference between” a particular variable e.g. mobile apps bought between two or
more groups e.g. teenage boys and teenage girls.

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 On the whole, a comparative research question will only be used to quantify a
single variable, but depending on the needs of your market research it’s plausible to
use two or more if necessary.

Here are few examples for you to consider:

Question Variable Demographic

What is the difference in Daily calorific intake Men based in London
the daily calorie intake Women based in London
between men and women
in London?
What are the differences Attitudes towards online Millennial adults
in attitudes towards online banking Adults born prior to 1982
banking between
Millennial adults and older
people?
What is the difference in Number of landline Millennial adults
the number of landline telephone calls made Adults born prior to 1982
telephone calls made
between Millennial adults
and older people?

Relationship-based research questions

A relationship-based research question can be misleading to some as it

doesn’t mean you’ve got to ask respondents about their love life!

Here, the term relationship is used more to describe an association or trend

between two or more variables within one or more demographic groups.

Examples of relationship-based research questions include:

Question Dependent Independent Demographic

variable variable
What is the relationship between Gender A Level exam 6th Form
gender and A Level exam results results students
amongst 6th Form students?
What is the relationship between Disposable Location Young adults
disposable income and location income
amongst young adults?
What is the relationship between Job Salary London
job satisfaction and salary satisfaction residents
amongst London residents?

Source: https://www.bl.uk/business-and-ip-centre/articles/what-are-typical-
quantitative-research-questions
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 Sampling is a process through which the researcher selects a portion or segment
from the population at the center of the researcher’s study. The population is a
group of persons or objects that possess some common characteristics that are of
interest to the researcher, and about which the researcher seeks to learn more.

Two groups of population:

Target population is composed of the entire group of people or objects to

which the researcher wishes to generalize the findings of the study.
Accessible population is the portion of the population to which the
researcher has reasonable access.
Subjects are individuals or entities which serve as the focus of the study.
Respondents are individuals or groups of people who actively serve as
sources of information during data collection.
Elements refer to subjects of the study who are not people.

Source: AmadeoPangilinan Cristobal,Jr,Ed.D./ MauraConsolacion

De La Cruz,Ed.D

Keeping You in Practice

Practice Task 1. Connecting to Research Problem

1. State the problem of your study.

2. After the discussion of the types of research, identify what type of
research method is relevant to the current research problem.

Practice Task 2. Identification of appropriate research design.

Why there is a need to identify research method that is appropriate to your

study? Give your justification/s.

Write a draft of research

design you think applicable
to your study.

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 Rubrics : Creativity - 10%
Critical Thinking - 20%
Appropriateness - 20%
Content - 30%
Organization - 20%
Total - 100%

Practice Task 3. Charting the Differences of Research Designs

Make a Venn Diagram that illustrates the significant difference and similarities
of quantitative and qualitative research.
Use appropriate graphic organizer to compare and contrast the kinds of
qualitative/quantitative research.

Additional Tasks

Reflect your chosen research title/problem, then, decide for the appropriate
research design.
Task 1: Research Title/Problem: ____________________________________

Task 2: Research Design : ______________________________________

Cooling Down

I. Identification
Instruction: Provide the correct answer of each item by using the blank provided
before each number.
___________1. It is a research which is primarily expository.
___________2. It generates numerical data data that can be transformed into
usable statistics.
___________3. Here, the researcher immerse in the target participants’
environment to understand the goals, cultures, challenges,
motivations, and themes that emerge.
___________4. This approach weaves together a sequence of events, usually
from just one or two individuals to form a cohesive story.
___________5. This describes an event, activity, or phenomenon
___________6. It provides an explanation or theory behind the events

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 ___________7. It involves a deep understanding through multiple types of data
sources. Case studies can be explanatory, exploratory, or
describing an event.
___________8. It is used to develop your research question, which purpose is to
explore how online tools can help the dieting,
___________9. “How does a good everyday life come about when living with
chronic rheumatic conditions?” is what kind of qualitative
research question?
___________10. “What are the attitudes of elderly people with stroke towards the
daily use of assistive devices and technologies?” is an example
of what qualitative methodology?
___________11. Using this as the method of research, an organization conducting
survey ask different survey questions from the respondents using
the various types like online surveys, online polls paper
questionnaires, etc and then collect data and analyze collected
data in order to produce the numerical results.
___________12. It is used to draw conclusions with respect to the cause and effect
equation between the two or more than two variables, where the
one variable will be dependent on other variables which will be
independent.
__________13. This analysis is done for the purpose of proving or for disproving
the statement. It is generally used in the field of natural sciences
or in the field of social sciences as in those areas various
statements are there which required to be proved as right or
wrong.
__________14. This is conducted for establishing a relationship between the two
closely associated entities for knowing the impact of one on other
and the changes which eventually observed. It is carried for giving
value to the naturally occurring relationships. For this research
minimum, two different groups will be required.
__________15. These are designed to uncover a respondent’s response towards
a particular question or variable.
__________16. These are designed to help you identify clear differences between
two or more groups based on one or more variables.
__________17. It is a research question that can be misleading to some as it
doesn’t mean you’ve got to ask respondents about their love life.

II. Enumeration.
Instruction: Enumerate the items asked and write your answers on a
separate answer sheet.

18-19. What are the kinds of research designs?

20-24. What are the kinds of Qualitative research?

25-28. Enumerate the the top four types of Quantitative research.

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 III. Essay
Instruction: Answer the following questions briefly.

29-30. Why is it important that a researcher has to have in-depth understanding

of research designs?

31-35. When is qualitative/quantitative research used?

36-40.What factors should be considered in the preparation of research design?

41-45. When is descriptive research design used? Historical? Case Study or

experimental?

46-50. Write in your own words one (1) paragraph description of either quantitative
or qualitative research design. Include its relevance in your research problem and how
it will assist you to qualify the data gathered.

Learning Challenge

Task 1. Defining Population

What is population referred to in the study?

Task 2. Determining Sample Procedure

How is sampling procedure be done in the study?

Points to Ponder

When you conduct Qualitative research, you need to qualify the data from
observation, key-informant/s or focused group discussion by describing or
projecting images or figures into words. While using Quantitative research, as
the name implies, is gathering quantifiable data and performing statistical,
mathematical, or computational techniques.

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 Answer Key

WARMING UP
1. Self- check the flow chart prepared earlier.

Source: Department of Education Curriculum Development

Practice Tasks 1: Answer may vary.

Practice Tasks 2: Answer may vary.

Practice Tasks 3: Answer may vary.

Additional Tasks
Task 1: Answer may vary.

Task 2. Answer may vary.

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COOLING DOWN: Answer Key
I. Identification
1. Qualitative Research Design 10. Grounded Theory
2. Quantitative Research Design 11. Survey Research
3. Ethnography 12. Causal-Comparative research
4. Narrative 13. Experimental research
5. Phenomenological 14. Correlation research
6. Grounded theory 15. Descriptive survey question
7. Case Study 16. Comparative research
8. Purpose Statement questions
9. Narrative Inquiry 17. Relationship based

II.Enumeration (In any order)

18 - 19. Qualitative and Quantitative
20 – 24. Ethnography, narrative, phenomenological, grounded theory and case
study
25 - 28. Survey research, Causal Comparative research, Experimental research,
Correlation research

II. Essay
29-30.
31.35.
36-40. Answers may vary
41.-45.
46-50.

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 References

Department of Education Curriculum Development

https://www.snapsurveys.com/blog/qualitative-vs-quantitative-research/

https://www.wallstreetmojo.com/quantitative-research/

https://measuringu.com/qual-methods/

https://www.bl.uk/business-and-ip-centre/articles/what-are-typical-quantitative-
research-questions

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