RESEARCH

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Applied Research: An
Introduction to Quantitative
Research Methods and
Report Writing
Lesson 1:
definition,
characteristics, and
types of quantitative
research
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Qualitative vs. Quantitative

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Quantitative vs. Qualitative

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 QUANTITATIVE DATA QUALITATIVE DATA
COLLECTION COLLECTION*
The survey sample has a large The survey sample has a small
number of respondents number of respondents

Mainly performed using survey Mainly performed using personal

questionnaires interviews

Explores problems around the

Explores problems in detail
edges

Small time demands Large time demands

Deduction* from results Induction* from results

Statistical data processing Non-statistical data processing

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 DEFINING
QUANTITATIVE
RESEARCH
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• Diamonds can be created from
tequila
• Cows with names produce more
milk
• Bacon can quickly and effectively
treat nosebleed
• Chicken prefer beautiful people
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 Inquires people’s views in a structured
manner
 Collects hard evidences and uses
statistics (statistical result)
 Representative sample of the target
population
 Collects numerical data
 Uses collected data in generalizations
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Quantitative research
× “It is either
“descriptive, wherein
subjects are
measured once, or
experimental,
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Quantitative research
×Data is gathered
using structured
instruments, the
results are based on
large sample sizes
that are 10
Quantitative research
× It has clearly defined
research questions to
which objectives
answers are sought
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Quantitative research
× It aims to classify
features, count them,
and construct
statistical models in
an attempt to explain
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Quantitative Research
is…
× Essentially about
collecting numerical
data to explain a
particular phenomenon.

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× What is the
nature of
reality? × Reality is
objective,
singular and
separate from
the researcher

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× What is the
relationship of
the researcher × Researcher is
to the subject independent
of research? from the
subject of the
research

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× What is the
role of values?

× Research is
value free and
unbiased

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× What is the
language of
× Formal, based
research?
on set
definitions,
impersonal
voice, and uses
accepted
quantitative
words
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 × Deductive process
× Cause and effect
× Static design –
× What is the categories isolated
process of before study
research? × Generalizations
leading to prediction,
explanation and
understanding
× Accurate and reliable
through validity and
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reliability
 Basic
characteristics of
quantitative
research
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Paradigm (assumption about the
world)
Positivism Realism
 to reveal a true nature × What you see is what
of how society operates you get.
focusing on facts × Humans do experience
 Scientific evidences the sensations and
 Experiments and images of the real world
statistics

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 Research purpose (rationale)
Numerical Causal Explanation Prediction
Description × To establish causal  To predict the
× Frequency connections rather occurrence of
distribution than mere behaviours in the
× Percentage relationships future
× Measures of × (cause and effect)
central
tendencies:
mean, median,
mode
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Ontology (nature of reality)

Nature of Social Reality

× What actually exist
× What can be known and how
× Is the social world patterned and predictable or is it
continually being constructed through human perspective?

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 Epistemology (theory of
knowledge)
Objectivist
× what we can know of our understanding of what exist
× refers to the notion that reality is “objective”, “out there”.
“singular” and apart from the researcher and can be
measured objectively by using a questionnaires and an
instrument.

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Methodology (aims of scientific
investigation)
Experimental/ Manipulative
× Researchers manipulate one variable and control/ randomize
the rest of the variables.
× Control group, random assignment of subjects
× Researcher test only one effect at a time.

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Research Methodology
(techniques and tools)
Empirical Examination
× Information are derived through observation or experiment.
× This may also be linked to empiricism – study of reality that
suggests that only knowledge gained through experience and the
senses is acceptable.

Measurement
× Assigning symbols, letters, or numbers to empirical properties of
variables according to rules.

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Research Methodology
(techniques and tools)
Hypothesis Testing
× Checking if the independent variable and dependent variable have
relationship

Randomization
× Random assignment or allocation of research participants to the
experimental group and the control group

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Research Methodology
(techniques and tools)
Research Protocol
× The sequence of manipulation and measurement procedures that
make up the experiment
× It should follow the exact sequence of how the procedures were
executed.

Questionnaire
× Collection of questions administered to respondents

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Scientific Method (role of theory)
Deductive Approach/ Testing of Theory
× An approach to the relationship between theory and research in
which the later is conducted with reference to hypotheses and
ideas inferred form the former.

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Four preoccupations of
quantitative
researchers
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1. Measurement
 It is an important factor in
quantitative research
 Reliability and Validity

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a. reliability
Speaks of consistency of measure of
a concept
a. STABILITY
b. INTERNAL RELIABILITY
c. INTER – OBSERVER CONSISTENCY

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b. validity
If it measures what it supposed to
a.Face Validity – logical validity
 Superficial and subjective assessment of
whether or not your study measure what
it supposed to measure
 Similar to face value
 Weakest form of validity
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b. validity
 b. Predictive Validity
 How well certain measure can predict
future behaviour
 Example: Pre – employment Tests = success
in career path

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b. validity
 c. Concurrent Validity
 How well a new test compares to a new
established test
 Fast way to validate your data
 Highly appropriate to validate personal
attributes (Depression, IQ, Strengths and
Weaknesses)

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b. validity
 d. Construct Validity
 Construct – something that happens in the
brain – skill, level of emotion, ability,
proficiency
 It demonstrates that the test/ research is
actually measuring the construct it claims
to measure
 Example: what educational program
increases emotional maturity in elementary 36
b. validity
 e. Convergent Validity
 Sub-type of construct validity
 Takes two measures that are supposed to
be measuring the same construct and
shows that they are related.
 Example: depression (survey and
participant observation)

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2. causality
 Most quantitative research is concerned
about explanation.
 Interested not only about the phenomenon
of things but also the causes of it.

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3. Generalization
 Qualitative researchers pursue findings
that can be generalized beyond the
margins of a certain context in which the
research was undertaken.
 Representative sample - population

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4. replication
 The ability to repeat an important
component of an activity.
 The attempt to make the procedures high
explicit to make an experiment capable of
replication

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Assignment:
the different types
of quantitative
research and
example of each
Yellow Pad Paper

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