C H A PTE R 4

QUANTITATIVE RESEARCH

THUONGMAI UNIVERSITY
RESEARCH METHODOLOGY DEPARMENT

June, 2018
Introduction

This chapter describes how to conduct a study based on quantitative methods.

4.1. Overview the quantitative research

Based on differences in the way data is collected and analyzed, it can be divided into three

research methods:
• Qualitative research
• Quantitative research
• Mixed research
4.1. Overview the quantitative research

4.1.1 Quantitative research - Concept

• According to Burns & Grove (1987), quantitative methods are "a formal, objective and

systematic research process in which numeric data is used to gather information about
the world" and " The method used to describe and test relationships, cause and

effect relationships. “
• In terms of practice, quantitative research addresses the main method of questionnaire

survey.
4.1. Overview the quantitative research

4.1.1 Quantitative research

The characteristics of quantitative research are associated with the collection and

processing of data in numerical terms, based on theoretical basis for the modeling of the
research and the hypotheses. Mathematical models and statistical tools will be
used to describe, explain and predict phenomena.
4.1. Overview the quantitative research

The quantitative research process consists of the following:

• Determine the overall study

• Identification of survey samples

• Questionnaire design
• Survey and collect questionnaires
• Analysis of data
• Presentation of research results
• Give the results and discuss
4.1. Overview the quantitative research

Quantitative research is appropriate in case study cases:

• Identify the factors that affect a certain outcome

• Determine the impact of economic policy interventions on reality to solve a problem

• Analyze, predict the occurrence of things, phenomena according to given conditions

• Test a scientific theory.
4.1. Overview the quantitative research

4.1.2. Quantitative research methods

According to Nguyen Dinh Tho, quantitative research consists of two main methods:

• Survey method
• Experimental method
However, this classification can be controversial because it does not use the same classification
criteria.
The more commonly used classification is the distinction between surveying and exploratory
(sondage) methods.
4.1.3. Quantitative research process

Quantitative research process

• Theoretical flaws + practical meanings
 RESEARCH QUESTIONS
1

• RESEARCH OVERVIEW  model, hypotheses

2
• RESEARCH METHODS
Sample selection + Survey questionnaire + Data analysis
3
• RESEARCH RESULTS
Results of data analysis + interpretation
4
• DISCUSSION
Reinstate theory + new contribution + ability to apply results
5
 4.1.3. Quantitative research process

(1) Research question

Scientists often have to start with identifying the problem and the purpose of the research into

one or several research questions. Issues and research questions are worth studying when they
have not been solved by scientists and have practical significance.

(2) Study overview

It is presented in chapter 2.2

4.1.3. Quantitative research process

(3) Research methodology

• Collect and analyze data in accordance with the research question and hypotheses.
• Select the scale and design the questionnaire
• Establishment of sampling and investigation

• Select the appropriate statistical tool for data analysis.

The presentation of the research method is important because the reader only believes the
results of the research when the scientist uses the correct, appropriate and well-explained method.
4.1.3. Quantitative research process

(4) Research results

- Presentation of data analysis results

- Interpretation of results by statistical language and research language

(5) Discussion
Summarize

- From there, the results are confirmed in theory

- What are the new contributions?

Then give recommendations, discuss the development of the theory or apply

the results of research in practice.
4.2. Data in quantitative research

Mark Saunders, based on how data is collected, can be divided into two main data
sources: primary data and secondary data.

4.2.1. Secondary data

This type of data is understood as the data available, collected by others for their research
purposes. Secondary data can be either raw data that has not been processed or data
processed.
4.2.1. Secondary data

a. Types of Secondary data

In the field of economics and business administration, researchers often approach secondary
data types as shown in the following figure:
(Source: Mark Saunders, Philip Lewis and Adrian Thornhill, 2006, p.259)
Types of Secondary data
Documentary

• Written materials: Organizations‘ databases, Organizations‘ communications,

Organizations’ websites, Reports and minutes of committees, Journals, Newspapers,

Diaries, Interview, transcripts...

• Non-written materials: Media accounts, Voice Recordings, Video recordings

Types of Secondary data
Multiple source data

Include research reports, regional statistics (territories, countries, national groups, free
trade areas..) or time series (Governmental Statistical Report , ministry, ...)
Types of Secondary data
Survey data

- Censuses (population, employment…)

- Continuous and regular surveys (Family Spending, Labour Market Trends…)
- Ad hoc surveys (Governments’ Surveys, Organisations’ Surveys, Academics’
surveys)
Attention
There are data that are provided free of charge or free of charge, with or without partial
conditions or for a full fee.
a. Secondary data search channel

• Often scientists will look in books, monographs, scientific papers related to the topic
of research. In their scientific works, they can continue to rely on published data, quoted sources,
bibliographies that have been referenced to direct data sources for themselves.

• In addition, because many secondary data are not easily accessible, students can access third-
party publications about businesses, such as analytical reports, enterprise statistics
databases. of research institutions, securities companies
a. Secondary data search channel

• One of the most widely used information channels is the Internet. However, the amount of
information on this channel is very much and not arranged in a scientific way, so students need to

choose the official information channels (such as government agencies, research

institutes, international organizations ... and select appropriate keywords to classify the information
from the begining. This will help students avoid dealing with the amount of information is too large
and not focused.
b. Advantages and disadvantages of using secondary data

Advantages

- It saves time and costs of data collection, without the concern of measuring research
concepts.
- The secondary data collection process ensures confidentiality in the study. The data is
comparable, not dependent on the subjective impact of the business.

- Use of secondary data makes it possible to conduct longitudinal studies with

comparisons.
- There are advantages in comparing and analyzing data in context.

- Using secondary data can lead to unexpected discoveries.

Secondary data is long term and stable.

b. Advantages and disadvantages of using secondary data

Disadvantages

- Secondary data may be collected for purposes that are not appropriate for the needs
of the scientist.

- Accessing secondary data can be difficult or expensive.

- Definitions and methods of secondary data processing may not be appropriate for
the research of the scientist / student.

- Secondary data quality is not controlled.

b. Advantages and disadvantages of using secondary data

Scientists, when using secondary data, should consider the appropriateness of the
data by answering questions and research purposes, as well as considering benefits
and costs, access to resources data.
4.2.2. Primary data

When secondary data is not available or does not help answer existing research
questions, we need to collect data ourselves to meet the requirements of the research problem. Self-
collected data is primary data.
a. Types of primary data

• Data not yet available: In practice, but no one has collected. In order to collect, we
need to conduct surveys, and it is likely that this will be time consuming, costly and
more complex than secondary data collection. However, this is a common case in
quantitative research. The credibility of the information depends on the skill of the
investigator.

• Data not yet available in practice: Not yet available in practice up to the time of study.

Scientists need to design appropriate trials to generate and collect data.

b. Primary data collection method

• There are many different primary data collection methods, of which the three main
methods are: Observation, interview and use of questionnaires. However, the
most used method in quantitative research is to use questionnaires.

• The design of a questionnaire depends on the data to be collected, how it is

managed, the number of respondents ...

• There are two types of questionnaires: self-administered questionnaires and

interviewer-administered questionnaires.
The types of questionnaires

Self-administered questionnaire

Since the respondent filled in the information, the questionnaire form was prepared
and can be used via channels such as the Internet, mailed or direct to the

respondent, then recorded.

- With this form of questionnaire, the question should be clearly designed, strict, the
answer is not confusing answer.
- At the same time, the scientist also needs to be sure about the level of the

respondents, the honesty and reliability of the information is answered.

The types of questionnaires

Questionnaire administered by the surveyor

Usually not sent to respondents. Respondents directly contacted the respondent,

could meet face to face, or make a phone call or chat online, through which
the interviewer directly filled out the information obtained on the pre-

designed questionnaire. This can increase the cost and time spent gathering

information; In return, the scientist will be more active in receiving feedback data, while
avoiding confusion in response.
c. Decide which elementary data to collect

• Consider requests from research design, making data collection methods

appropriate

• Consider the types of variables that study the data collection using questionnaires.

• Ensure that the questionnaire allows the collection of all necessary

primary data, meeting the research objectives.
4.3. Sample selection in quantitative research

4.3.1 Why choose a sample?

• There are many reasons for the researchers not to conduct aggregate data collection, but to

select a smaller sample size for the study.

• Feasibility of the study: If it is not possible to conduct a comprehensive
study, a sample study should be used.
• Researchers can use inference tools such as estimation, validation, modeling
... from the results on the inference form to the parameters of the whole (population).
4.3. Sample selection in quantitative research

4.3.1 Why choose a sample?

• Budget and study time do not allow full study.

• Sample surveys may give more accurate results.
4.3. Sample selection in quantitative research

4.3.2. Sampling and error

Sampling error

It is the error generated during the sampling process and from that information we
derive all the information from the crowd. This error is always present and decreases as the size of
the sample increases and it is zero when we investigate the whole.
Non-sampling error

An error occurred during the data collection process. This error increases as the
sample size increases.
4.3.3. Basic concepts in sampling

• Population: A collection of all objects that need to be studied. The number of

elements of the crowd is called the crowd size N. Actually the size of the crowd is
usually very large or infinite (if the size of the crowd is so large and it is impossible to determine
exactly how much they are. is infinite).

• Element: The object that needs to collect data, also known as the object of study (the
subject of data collection - subject)
4.3.3. Basic concepts in sampling

• Sample: A smaller set drawn from the crowd is called the sample. Choosing elements
from the crowd into the sample is called the sampling method. There are many methods of

sampling, but can be divided into two basic methods: probabilistic and probabilistic sampling. The
number of elements of the sample is called the sample size, symbol n.
4.3.3. Basic concepts in sampling

• Unit: In many sampling methods, the crowd is divided into groups, each with its own
characteristics for the sampling process. Groups formed after a crowd divide are called
sampling units.
• Sampling frame: A list of all the units and elements of the crowd
4.3.4. Sample selection process

1. Determine the research Population.

2. Determine the sampling frame.
3. Determine the sampling size.
4. Determine the sampling method.
5. Sampling.
4.3.4. Sampling selection process

1. Determine the research Population.

The identification of the overall study was conducted when designing the study and identifying the
subjects to collect data to meet the objectives and scope of the study.
2. Determine the sampling frame.
It should list the data and parameters needed for sample selection.
4.3.4. Sampling selection process

3. Determine the sampling size.

It is important for the sampling process as it affects the data analysis as well as the reliability of
the results. The size of the sample depends on the target, the object, the analytical method used in each
particular
4.3.4. Sampling selection process

4. Determine the sampling method.

Sampling methods are divided into two main groups: probabilistic sampling and non-probability
sampling.
5. Sampling.
The last task in the sampling process.
4.3.5. Sampling methods

4.3.5.1. Random sampling (probability sampling).

Is the sampling method in which the elements of the probable crowd selected into the

sample are the same. Then the parameters of the sample can be used to estimate or verify the
parameters of the population.
4.3.5.1. Phương pháp chọn mẫu ngẫu nhiên
Simple random sampling:
This method is implemented when there is a complete template. To select a sample we perform

numbering of elements and selecting random elements via random table or random
number generator. This method is convenient and easy to do, however, due to the random selection
method, the uniform distribution in the crowd may be violated.
4.3.5.1. Random sampling
Simple random sampling:

In this method we arrange the elements of the population from 1 to N, then determine
the SI = N / n (SI = sampling interval). The value of n / N is called the sampling fraction. We then
divide the crowd into n groups, each containing N / n elements. The first element of the sample is
chosen by a simple random method from a certain group. Assume that the first element has an a in the
group, the next elements are chosen based on the order a + N / n, a + 2.N / n ...
 4.3.5.1. Random sampling
Stratified sampling

• Selecting the sample by this method divides the population into small groups (stratum), which are
the sampling units. These groups are satisfied that the elements of the group are highly

homogeneous and that the elements between the groups are highly heterogeneous. In
order to select elements for the sample in each group, we can use a simple or systematic method.

• Stratified sampling can be performed in proportion (the number of molecules selected for the

sample in each group is proportional to the number of elements in the group) or not in proportion (the
number of molecules selected for the sample in each group is not proportional to with element number of
group).
4.3.5.1. Random sampling
Cluster sampling

Or also called multi-stage sampling, usually applied when the overall size is too large or
the site is too wide. First, we divide the whole into first-level units, then select the first-level
sample units. Then divide the selected grade-I units into second-level
sample units. The sampling at each level may be Simple random sampling, system selection or
stratified sampling.
4.3.5.2. Non-random sampling method (non-probability).

Non-random sampling is a method of sampling where elements may not have equal ability to be
sampled.

Convenience sampling

Convenience sampling is a method by which we can select elements that we can reach
until we reach the required sample size.
4.3.5.2. Non-random sampling method (non-probability).

Judgement sampling.

This is a non-random method in which we judge the appropriateness of the

selected elements in the sample. This leads to the representative of the elements in the
sample based on the sampling experience and knowledge.
4.3.5.2. Non-random sampling method (non-probability).

Quota sampling

The sampling method relies on the specified control characteristics in the

crowd to select the number of elements for the sample so that they have the same proportion of the
crowd according to the control properties.
4.3.5.2. Non-random sampling method (non-probability).

Snowball sampling

We initially made random selection of some elements of the crowd, after studying
these elements we passed through those elements to introduce the next elements to the
sample to the sample size as we desire.
4.3.6. Determine sample size (sample size)

4.3.6.1. Determination of sample size according to basic standards

• A sample size of at least 30 (n> 30) ensures that regular statistical analyzes are meaningful.
• The maximum sample size is less than 1/7 and the average sampling rate is 1/10.

4.3.6.2. Determine the sample size to estimate the overall mean

4.4. Measure and quantitatively collect data

This section will start with a presentation of measurement issues and scale levels, followed by

the design of the questionnaire and the conduct of the survey and data collection.
4.4.1. Measurement and scale of scale in the study
There are two measurement issues in quantitative research that measure the concept of research (called
research variables) and determine the scale (or scale) for each question.
4.4.1.1 Measurement of research concepts

• Assume, we will test the relationship between the ability to start a business with the

intention to start a business (with a sample of senior students, business administration

majors).

• The first issue is how are the concepts "intentions" and "perception of entrepreneurship"

measured?
• Intention to start a business is measured by a scale consisting of three items as shown in the picture:
4.4.1.1 Measurement of research concepts
4.4.1.1 Measurement of research concepts

• After collecting data, the scientist should check that the three items (X_1, X_2, X_3) are

really reliable to measure the concept of "startup intention". The statistical analysis
used is the Reliability Analysis and Valuation.
• On the questionnaire, each item on the questionnaire will be shown as a question. The scientist

should provide a reasonable scale for respondents to fill in, such as the scale below, called the
scale of about 7 points:
4.4.1.1 Measurement of research concepts

There are many different types of scales that a scientist can use, depending on the type of
question and the statistical analyzes to be used.
4.4.1.2 Level of scale

• According to Stevens (1951) there are four levels of scale: (i) nominal scale, ordinal scale,
interval scale and scale scale ratio scale)

• Levels and order are called qualitative / non-metric scales; Stepwise scales and

scales are called quantitative / metric scales. Data analysis methods require a scale at the
appropriate level for each variable. So when we use scale level we need to pay attention to the
analysis method followed
4.4.1.2 Level of scale

Nominal scale (Nominal scale)

An identifier scale is a scale in which a measure is used to classify (classify or name objects),
which is not quantifiable.

Ordinal scale

An ordinal scale is a type of scale in which a measure is used to compare the order (the number or

choice given is arranged by a certain convention in hierarchy or less than), it does not make sense. in
quantity
4.4.1.2 Level of scale

Measurement range

The numbers or choices given are clearly spaced (usually ranges from 1 to 5, 1 to 7, 1 to 9 ...)

Range scale (Ratio scale)

Proportional scale is a scale in which measurements are taken to measure magnitudes,

numbers or selections that take place beyond the determination of the distance, and the proportions
to be compared.
4.4.2 Questionnaire design

Determining how to measure research concepts and how to use them has been part of the design of the

questionnaire. However, when designing the questionnaire, it is important to focus on the

following key issues: Questionnaire framing, questionnaire ordering and problem formulation.
4.4.2.1 Questionnaire framing

Scientists need to start by identifying the scope or main topics to collect and building the

questionnaire as a tree map. The next step is to look at the steps in the progress of the

questionnaire. Finally, it is necessary to determine the scale or answer for each question.
4.4.2.1 Questionnaire framing
)
For example
We need to study about orange juice to launch a new product in the form of orange juice. With the

content to collect information as the table above, in the course of the questionnaire will have at least
one jump, who used the product will answer the question separately, who will not use the
product will be led. to the appropriate question. Lastly, consider the appropriate scale or answer option
for each question.
4.4.2.2 Determine the order of the questions

The questions in the questionnaire are organized in the form of easy-to-ask questions, and

general and specific questions. Respondent identification questions were last placed.
In the course of the questionnaire, the previous question should be avoided suggesting
the answer to the following question.
4.4.2.3. Problem solving question

The main question that arises in preparing the questionnaire is how to use the word and style so that

the respondent can understand the question correctly. The principles are: Brief, easy to
understand, unique, neutral and rich.
4.4.2.3. Problem solving question

The query table editor can be different many errors do not determine the information information
for the research. There are 12 base error that the editor that the editor table should be avoided:

1) Double times when the user set the question to information in the table question, in the
position is the last end.

2) Question failed to try before test

4.4.2.3. Problem solving question

3) Question include 2 sub-questions

4) The question has included the answer
5) Halo Effect: Loss of Neutrality
6) Terminology error
7) The question is unclear
4.4.3. Import and standard data

8) The question lacks some answers or inappropriate answers

9) Give a timeline that is not specific or overlapping

10) Order of Questions: The preceding sentence suggests the answer to the following

sentence
11) Answers imposed

12) Too many open-ended questions

4.3.6. Determine sample size (sample size)

4.4.3.1. Preliminary processing of the questionnaire

Errors in the data collection process may come from the questionnaire itself, the interviewee and the
respondent.

• Questionnaire design not satisfactory: complex, unclear question; use difficult

terminology; Unclear presentation ...

• Mistakes from the interviewer: Due to subjective, lack of experience and interviewing
skills, due to unclear questions to explain to the respondents ...
4.4.3.1. Process table question

• Errors from the respondent: Because they are not serious in answering the questions, or

because of the lack of lead time to fill the questionnaire in a hurry.

As a result, the questionnaire should be pre-processed to minimize errors and increase the quality
of data that we will use for analysis.
4.4.3.2. Data Encoding

• The data collected in the questionnaire needs to be encoded and input into the data analysis
software completely in the form of numbers.
• For questions with quantitative scales, the answers were encoded as numbers, data entry

was done according to the corresponding numbers. For a qualitative question, the scientist will
assign numbers to the answers according to his or her convention. For multiple-choice
questions, each response will be encoded into a small variable in the data table.
4.4.3.3. Import data

• After collecting the primary data using the questionnaire above, the next task that the researcher

needs to do is enter the data. Prior to entering the data, the questionnaire numbers should be
numbered for future verification.
4.4.3.3. Insert information

• This day with the rapid development of information technology, the data entry is more simple.

While we do not have specific recommendations here, however, some applications such as

ExcelTM, SPSSTM, EpidataTM are useful.

• The complete data table will be a matrix in which: Each column represents a variable and
each line represents the information of a respondent.
4.4.3.4. Clean the data

Data cleansing is the final step to further detect errors in the data collection process and possible errors

in the data entry process. This is the case with blank cells in the data table, incorrectly entered
values or unreasonable answers.
4.5 Data processing

Once you have cleaned the data, you are ready to start analyzing, the next step is to research the data.

In quantitative research there are many data processing techniques, here we provide some basic
processing techniques such as descriptive statistical analysis, factor analysis, reliability analysis, Rules.
4.5 Data processing

4.5.1 Descriptive statistics analysis

Descriptive statistics analysis is the simplest technical analysis of a quantitative study. Any such
quantitative study shall carry out such analyzes, at least to the extent of the subject matter of the
investigation
The commonly used descriptive values can be summarized in the following table:
4.5.1 Descriptive statistics analysis
4.5.2 Other in-depth analyzes

4.5.2.1. Factor analysis

Factor analysis is one of the statistical analysis methods used to reduce a set of many

interdependent observation variables into a smaller set of variables (called factors) so

that they are more meaningful but still contains most of the information of the initial set.
4.3.6. Determine sample size (sample size)

4.5.2.1. Factor analysis

This is an analytical subset of the dependent multivariate analysis technique, meaning that there are no

dependent and independent variables, which are based on the correlation between the

variables. A set k of observed variables is reduced to a set F, (F <k).

4.5.2.1. Factor analysis

In addition, factor analysis is also used to test the scale.

• Cronbach Alpha Method: Used to evaluate the reliability of the scale

• Exploratory Factor Analysis (EFA): Helps evaluate the value of the scale.
4.5.2.1. Factor analysis
4.5.2.2. Reliability analysis

Prior to validating scientific hypotheses, the scientist needs to test the scale of the variables in
the model. One of the procedures for verifying the scale is to analyze the reliability of the scale. This

method uses the Cronbach alpha coefficient to test the reliability and correlation between the
observed variables in the scale. The idea of this method is to search for absurdity in the answers. It
states the tightness and consistency of the answers to ensure the respondent understands the
same concept. The coefficient of Cronbach's alpha of a scale requires two basic requirements:
4.5.2.2. Reliability analysis

• Coefficient of Cronbach's alpha (common)> 0.6

• Correlation coefficient - sum> 0.3

The best reliability is in the range of 0.7 to 0.8.

4.5.2.3. Regression analysis

• Regression analysis is the analysis to determine the dependency of a variable (dependent

variable) on one or more other variables (called dependent variables).

• In business studies, multivariate regression analysis is often used to test the relationship between
one or more factors affecting a dependent variable.