1. Research Paradigm - Case Study, Quantitative, Qualitative
Dr. Ab Razak Che Hussin
Date : 13 August 2015
Venue: Faculty of Science and IT

2. Quantitative Research Qualitative Research
OUTLINE
What is Paradigm
Quantitative Research
Qualitative Research 2

3. 1 2 What is Paradigm Introduction
It is the way we perceive, understand and interpret the world.
A paradigm is like a map in our head.
Paradigm is an interpretative framework, which is guided by "a set
of beliefs and feelings about the world and how it should be
understood and studied." (Guba, 1990). 2
Denzin and Lincoln (2001) listed three categories of beliefs:
Epistemology - To do with our beliefs about how one might
discover knowledge about the world
Ontology - To do with our assumptions about how the world is
made up and the nature of things
Methodology - To do with the tools and techniques of research
Relationship of the three:
Epistemological and ontological positions should have some bearing on the methods that you select for your research

4. Research Paradigm Introduction Positivism Interpretive
Positivism argues that research should act “… as an organised method …” surrounding precise empirical observations of individual behaviour in order to discover and confirm a set of probabilistic causal laws that can be used to predict general patterns of human activity” (Neuman, 1997: 63).
Positivist research gained dominance in the natural sciences and was later adopted in social sciences.
Interpretive
The interpretive approach argues that research should explore “…socially meaningful action through the direct detailed observation of people in natural settings in order to arrive at understandings and interpretations of how people create and maintain their social worlds” (Neuman, 1997:68).
We use “… methods that try to describe and interpret people’s feelings and experiences in human terms rather than through quantification and measurement” (Terre Blanche & Kelly, 1999: 123). 4

6. The Philosophical Position
Positivist
Ontology: what is the nature of reality?
Reality is objective and singular, apart from the researcher
Epistemology:
What is valid
Knowledge?
Researcher is independent
from that being researched
Axiology:
Role of values
Value free and un-biased
Research Strategy
Experimental
Surveys
Rhetoric: -
What is the language of research?
Formal style (e.g. researchers use agrees on definitions of variables)
Methodology: -
What is the process of research?
Deductive (e.g. researchers that an a priori theory)
Methods
Close ended questions, predetermined approaches numerical data, statistical analysis (Quantitative)

7. Features of Research Paradigms Positivist
Tends to produce quantitative data
Uses large samples
Concerned with hypothesis testing
Data is highly specific and precise
The location is artificial
Reliability is high
Validity is low
Generalises from sample to population

8. What Is Quantitative Research?
Quantitative Research Is "a formal, objective, systematic process in which numerical data are utilised to obtain information about the world“. It is inclined to be deductive. In other words it tests theory.
GENERAL AIMS OF QUANTITATIVE RESEARCH?
To Generalize
To Be Objectives
To Test Theories or Hypotheses
Quantitative Research Questions
THREE RULES for Quantitative Research Questions
1. They Begin with “How”, “What”, or “Why” ?
2. Specify the independent and dependent variables
3. Example:
What factors positively impact employee turnover rates of hourly workers?
Why do Asian American students outscore other student groups on AP Calculus Exams?

9. Strategies Associated With Quantitative Approach
Experimental research provides a framework for establishing a relationship between causes and effects. In experimental the researcher acts as a inactive agent and use deductive reasoning to prove or falsify hypothesis. This involves manipulating an independent variable (cause) and observing the outcome on dependent variable (effect) while controlling the extraneous variables. Moreover, random sampling, manipulation and control are the characteristics of the true experiments.
EXPERIMENTAL
Surveys include cross-sectional and longitudinal studies using questionnaires or structured interviews for data collection, with the intent of generalizing from a sample to a population
SURVEYS

10. Process Of Quantitative Research
1- THEORY
2- HYPOTHESIS
3- RESEARCH DESIGN
4- DEVISE MEASURES OF CONCEPTS
5- SELECT RESEARCH SITE
6- SELECT RESEARCH SUBJECT/ RESPONDENTS
7- ADMINISTER RESEARCH INSTRUMENTS/ COLLECT DATA
8- PROCESS DATA
9- ANALYZE DATA
10- FINDINGS/ CONCLUSIONS
Adapted from: Bryman, A. and Bell, E. (2003) ‘ Business Research Methods’, second edition, Oxford University Press. Pp. 155
11- WRITE UP FINDINGS/ CONCLUSIONS

11. The Philosophical Position
Interpretive
Ontology: what is the
nature of reality?
Reality is subjective and multiple as seen by the participants
Epistemology:
What is valid
Knowledge?
Researcher interacts with that being researched
Axiology:
Role of values
Value-laden and biased
Research Strategy
Case Study
Grounded Theory
Phenomenology
Ethnography
Narrative
Interpretive
Rhetoric: -
What is the language of research?
Informal style. (e.g. researchers write in s literary, informal style
Methodology: -
What is the process of research?
Inductive (e.g. researchers start with participants views and build “up” to patterns, theories and generalizations)
Methods
Open ended questions, emerging approaches, and text and image analysis(Qualitative)

12. Features of Research Paradigms Interpretive
Tends to produce qualitative data
Uses small samples
Concerned with generating theories
Data is rich and subjective
The location is natural
Reliability is low
Validity is high
Generalises from one setting to another

13. Strategies Associated With The Qualitative Approach?
Narrative
Case Study
Attempts to shed light on a phenomenon by studying in depth a single case example of the phenomena.  The case can be an individual person, an event, a group, or an institution.
Grounded Theory
Theory is developed inductively from a corpus of data acquired by a participant-observer.
Phenomenology
Describes the structures of experience as they present themselves to consciousness, without recourse to theory, deduction, or assumptions from other disciplines
Ethnography
Focuses on the sociology of meaning through close field observation of socio-cultural phenomena. Typically, the ethnographer focuses on a community.
A from of inquiry in which the researcher studies the lives of individual and ask one or more to provide stories about their lives and in the end, the narrative combine views from the participants’ life with those of researcher’s life in a collaborative narrative.

14. What Is Qualitative Research?
Qualitative Research Is “an informal, subjective research approach that usually emphasizes words rather than numbers in the collection and analysis of data” and that is inductive in nature. In other words it generates theory.
The father of Qualitative Research is Norman K. Denzin
GENERAL AIMS OF QUALITATIVE RESEARCH?
To add understanding to a phenomenon or the complexities of human behavior
It does not claim to generalize
To generate theory therefore it is inductive rather than deductive
Qualitative Research Questions
1. Begin with “How” or “What”. Avoid “Why” [this is a quantitative term]
2. List the central phenomenon you plan to explore
3. Identify the participants and research site
4. Example:
What is the role of store managers in employee satisfaction of hourly workers at Staple
How will advisory committee impact giving by senior citizens in town area?

15. Main Steps Of Qualitative Research?
1. General Research Question
2. Selecting Relevant Site(s) and Subjects
3. Collection or Relevant Data
5a. Collection of Further Data
4. Interpretation of Data
5. Conceptual and Theoretical Work
5b. Tighter Specification of the Research Question (s)
6. Writing up Findings/Conclusions

17. Must Read???
JW Creswell – 2013 : Research design: Qualitative, quantitative, and mixed methods approaches
Rob VanWynsberghe, Samia Khan : Redefining Case Study
RK Yin  - Well know scholar in Case study research
Norman K. Denzin – Well known scholar in Qualitative Research

18. THANK YOU