Week 4 (September 21, 2021)

Module 4

Research Strategy

Objectives

 To learn what are the strategies used in research applied to business research;
and
 To know the what, how, when and why use qualitative and quantitative research..

Introduction

 Research strategies focus on qualitative and quantitative

 It describes the distinction between qualitative and quantitative

Concept of Qualitative

It implies an emphasis on the qualities of entities and on processes and meanings that
are not experimentally examined or measured (if measured at all) in terms of quantity,
amount, intensity, or frequency. Qualitative researchers stress the socially constructed
nature of reality, the intimate relationship between the research and what is studied, and
the situational constraints that shape inquiry.

It is viewed as subjective and involves data collection methods such as interviews..

Concept of Quantitative

It emphasizes the measurement and analysis of causal relationships between variables,

not processes. Proponents of such studies claim that their work is undertaken from
within a value-free framework.

How to Do Qualitative Research

It examines data that are numerical, while qualitative inquiry examines data that
is narrative. Qualitative research shares good company with the most rigorous
quantitative research, and it should not be viewed as an easy substitute for a „statistical‟
or quantitative study (Creswell, 1998). A qualitative strategy is usually linked with an
inductive study. Combining qualitative research and inductive theory are common as
they are well suited to providing insights that allow for the generation of a theoretical
frame-works.

For example, you might be interested in studying the impact that Filipino cultural
values and performances in Mountain Province. If no theoretical framework exists in
this particular area, then one option would be to undertake an inductive approach. In the
first, this involve to identify the cultural values and establishing how these will be
measured.

Next, interviews might take place with Igorot people and other elderly. This would
then be followed by an analysis of your findings. Lastly, depending on your results, you
may then propose a theoretical framework that illustrates the relationship between
cultural values and their performances.

How to Do Quantitative Research

A quantitative approach to research might draw a large and representative

sample from the population of interest, measure the behavior and characteristics of that
sample, and attempt to construct generalizations regarding the population as a whole‟
(Hyde, 2000: 84). Unlike qualitative research, quantitative research is often associated
with a deductive approach. In other words, a theory is applied from the outset.

An analysis is usually statistical and involves analyzing the results following

theoretical application. Rather than generating a theoretical framework as a possible
outcome, you would apply an existing theory that would help interpret your findings.
Furthermore, because you have probably applied a theory that has been used by
several previous researchers, interestingly your results can often be compared with
current studies.

For example, let us assume that now that you have analyzed the relationship
between cultural values and performances, you are keen to know the characteristics of
the people (age, education, knowledge, attitudes and perception) towards their
performances on certain culture. The nature of this question is objective and will
generate numeric or quantitative data.

Comparison of Qualitative and Quantitative Research:

1. Qualitative researchers believe they can get closer to the participants‟ perspective
through detailed interviewing and observation;

2. Qualitative researchers are more likely to confront the constraints of everyday life,
while quantitative researchers tend to abstract themselves from this world, and
consequently they seldom study it directly; and

3. Qualitative researchers tend to believe that rich descriptions are valuable while
quantitative researchers are less concerned with such detail (Näslund, 2002).

„One might use qualitative data to illustrate or clarify quantitatively derived findings, or
one could quantify demographic findings, or use some form of quantitative data to
partially validate one‟s qualitative analysis‟ (Strauss and Corbin, 1990).

When comparing a qualitative and quantitative study, in a qualitative study,

the research question often starts with a how or what so that initial forays into
the topic describe what is going on. This is in contrast to quantitative questions
that ask why and looks for a comparison of groups (e.g. is Group 1 better at
something than Group 2?) or a relationship between variables, with the intent of
establishing an association, relationship, or cause and effect, e.g. did variable X
explain what happened in variable Y? (Creswell, 1998).

Although some students shy away from quantitative research for fear of
statistics, it is worth noting that although data collection can be time-consuming
and problematic, data analysis is relatively straightforward. This is in contrast to
qualitative research where conducting a small number of interviews may seem
uncomplicated, yet the analysis, often typing and analyzing interview transcripts,
can be extremely time-consuming. To give you some idea, transcribing a one-hour
inter-view is likely to involve in the region of 5,000–6,000 words

Combining Qualitative and Quantitative Research

(Multi-Strategy Research)

According to Bryman (2001), the is „mixed methods‟ called „multi-strategy‟. The „mixing‟
implies combining qualitative and quantitative methods in the research.

Multi-strategy research can be viewed as „pragmatic research‟ that the research does
not attempt to „fit‟ into anyone paradigm, but the researcher uses whichever methods he
or she considers work best for their particular study.

Qualitative vs. Quantitative Research

When collecting and analyzing data, quantitative research deals with numbers and

statistics, while qualitative research deals with words and meanings. Both are important

for gaining different kinds of knowledge.

Quantitative research is expressed in numbers and graphs. It is used to test or

confirm theories and assumptions. This type of research can be used to

establish generalizable facts about a topic.

Common quantitative methods include experiments, observations recorded as numbers,

and surveys with closed-ended questions.

Qualitative research

Qualitative research is expressed in words. It is used to understand concepts,

thoughts or experiences. This type of research enables you to gather in-depth

insights on topics that are not well understood.

Common qualitative methods include interviews with open-ended questions,

observations described in words, and literature reviews that explore concepts and
theories.

Differences Between Quantitative and Qualitative Research

Quantitative research Qualitative Research

Focuses on testing theories and Focuses on exploring ideas and formulating a

hypotheses theory or hypothesis

Analyzed through math and statistical Analyzed by summarizing, categorizing and

analysis interpreting

Mainly expressed in numbers, graphs Mainly expressed in words

and tables

Requires many respondents Requires few respondents

Closed (multiple choice) questions Open-ended questions

Key terms: testing, measurement, Key terms: understanding, context, complexity,

objectivity, replicability subjectivity

Data collection methods

Quantitative and qualitative data can be collected using various methods. It is important

to use a data collection method that will help answer your research question(s).. Many

data collection methods can be either qualitative or quantitative. For example, in

surveys, observations or case studies, your data can be represented as numbers (e.g.

using rating scales or counting frequencies) or as words (e.g. with open-ended

questions or descriptions of what you observe).

  Surveys: List of closed or multiple choice questions that is distributed to

a sample (online, in person, or over the phone)

 Experiments: Situation in which variables are controlled and manipulated to

establish cause-and-effect relationships.

 Observations: Observing subjects in a natural environment where variables

can‟t be controlled.

Qualitative data collection methods

 Interviews: Asking open-ended questions verbally to respondents.

 Focus groups: Discussion among a group of people about a topic to gather

opinions that can be used for further research.

 Ethnography: Participating in a community or organization for an extended

period of time to closely observe culture and behavior.

 Literature review: Survey of published works by other authors.

When to use qualitative vs. quantitative research

A rule of thumb for deciding whether to use qualitative or quantitative data is:

 Use quantitative research if you want to confirm or test something (a theory or

hypothesis)

 Use qualitative research if you want to understand something (concepts,

thoughts, experiences)

For most research topics you can choose a qualitative, quantitative or mixed methods

approach. Which type you choose depends on, among other things, whether you‟re

taking an inductive vs. deductive research approach; your research question(s);

whether you‟re doing experimental, correlational, or descriptive research; and practical

considerations such as time, money, availability of data, and access to respondents.

Examples

Qualitative Research

You conduct in-depth interviews with 15 students and ask them open-ended questions

such as: “How satisfied are you with your studies?”, “What is the most positive aspect of

your study program?” and “What can be done to improve the study program?” Based

on the answers you get you can ask follow-up questions to clarify things. You transcribe

all interviews using transcription software and try to find commonalities and patterns.

Quantitative Research

You survey 300 students at your university and ask them questions such as: “on a scale

from 1-5, how satisfied are you with your professors?” You can perform statistical

analysis on the data and draw conclusions such as: “on average students rated their

professors,

Mixed Methods

You conduct interviews to find out how satisfied students are with their studies. Through

open-ended questions you learn things you never thought about before and gain new

insights. Later, you use a survey to test these insights on a larger scale.

It‟s also possible to start with a survey to find out the overall trends, followed by

interviews to better understand the reasons behind the trends.

How to analyze qualitative and quantitative data

Qualitative or quantitative data show its meaning in relation to the research questions.

The method of analysis differs for each type of data.

Analyzing quantitative data

Quantitative data is based on numbers. Simple math or more advanced statistical

analysis is used to discover commonalities or patterns in the data. The results are often

reported in graphs and tables.

Applications such as Excel and Statistical Package for Social Science (SPSS) software,

can be used to calculate things like:

 Average scores

 The number of times a particular answer was given

 The correlation or relationship between two or more variables

 The reliability and validity of the results (Cochran method)

Tools Used in Analyzing Qualitative Research

Qualitative content analysis: Tracking the occurrence, position and meaning of words or

phrases

 Thematic analysis: Closely examining the data to identify the main themes and

patterns

 Discourse analysis: Studying how communication works in social contexts

Tools Used in Quantitative Research

Correlation Analysis
 A measure of association between two or more variables.

 The most commonly used of relationship is the Pearson product-moment

correlation coefficient r.

 r varies from -1 to +1.

 A correlation coefficient indicates the degree of relationship between to

variables.

 If the correlation coefficient is +1, it means that variables are perfectly

related; the same true when the correlation coefficient is -1. The only
difference is in the direction of the relationship; the former means that an
increase in one variable is followed by a corresponding increase in the
other variable; the latter (i.e. the negative relationship) indicates that an
increase in one variable is followed by a decrease in the other variables.

Regression Analysis
 Regression is a statistical procedure to establish a cause-and-effect
relationship between a dependent (criterion variable) and one or more
independent variables (called regressors or predictor variables)

 Only estimates the relationship (not exact relationship)

 The type of pattern (straight line, parabolic curve, exponential curve, etc)
will influence the regression model to be fitted.

 Test goodness of fit between predicted and actual values (observations) to

show significance of fit (e.g. 450 plotting, paired t-test, simple regression,
R2)

 There should be enough samples to warrant validity of the prediction

models.

 Regression equations/models derived should be assessed as to their

statistical as to their statistical validity and accuracy in making prediction
using an independent set of data.

 The application of the derived models beyond the range of the sample data
used in the analysis (model development and in other areas outside of the
scope of the data collection should be with caution.
Multiple Regression Analysis
 The statistical technique of extending simple linear regression so that it
considers 2 or more independent variables (all to the first power) is called
multiple linear regression. Additional independent variables bring about
improvement in the estimation. If this relationship can be estimated, more
precise predictions can be made for the dependent variable than using
simple linear regression.

 The general form of the multiple regression equation is

Y = bo + b1X1 + b2 X2 + …. + bn Xn
Where X1, X2, ….Xn are the independent variables

Basic Principles involved in Designing Experiments

 Replication. Application of a treatment to a number of experimental units
in an experiment so as to provide an estimate of experimental error which
is used for test of significance.

 Randomization. Manner in which the experimental units are assigned to

the treatments for the purpose of avoiding bias in the estimation of
experimental error.

 Local control. Balancing, blocking and grouping of experimental units

that employed in the adopted experimental design.

Experimental Design
Complete Randomized Design (CRD)
 Replications per treatment need not be equal

 Treatments are not just real-world treatments but also implied treatments
like variables of classification such as pH, total soluble solids, among
other things.

 Commonly used in laboratory and greenhouse experiments.

Randomized Complete Block Design (RCBD)

 Important feature is blocking or stratification
 When number of treatments is few, more blocks are required.

 Experimental units or plots within each block are equal to number of

treatments.

 Allocation of treatment to plots within blocks should be done purely at

random and separately for each block.

 There are two identifiable sources of variation that attribute to treatments

and that association with blocks.

Factorial Experiments
 There are two factors or more in single experiments.

 We can investigate the differential (simultaneous) effect of a factor relative

to the others (interaction).

 Number of treatment combinations should not be excessive, less than 15

is preferable.

Split Plot Design

 There are two factors not of equal importance.

 Treatment of the main plots are placed at random within in blocks

 Treatments of the subplots are placed at random within the main plots

 Main plot

- Treatments of lesser importance

- Treatments which are likely to show greater differences

- Treatments requiring larger plots for convenience of working

Source: https://www.scribbr.com/methodology/qualitative-quantitative-

research/Published on April 12, 2019 by Raimo Streefkerk. Revised on August 13,

2021.