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

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

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

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

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)

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

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?

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

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

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)

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

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.

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?

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

Must Read??? JW Creswell – 2013 : Research design: Qualitative, quantitative, and mixed methods approaches Rob VanWynsberghe, Samia Khan - 2008 : Redefining Case Study RK Yin  - Well know scholar in Case study research Norman K. Denzin – Well known scholar in Qualitative Research

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