1. Qualitative versus Quantitative Research (Source: W.G. Zikmund, “Business Research Methods,” 7th Edition, US, Thomson, South-Western, 2003)

2. How Qualitative and Quantitative Researchers See the World

3. Qualitative vs. Quantitative Research Qualitative ResearchQuantitative Research PurposeDiscover ideas; develop a detailed and in-depth understanding of a phenomenon Test hypotheses or specific research questions ApproachObserve and interpretMeasure and test Data Collection Methods Unstructured; free- formsStructured; response categories provided Researcher Independence Researcher is intimately involved; results are subjective Researcher is uninvolved; results are objective SampleSmall samples – often natural setting Large samples to allow generalization Most often used in: Exploratory research designs Descriptive and causal research designs

4. Qualitative vs. Quantitative Research Qualitative Research To gain a qualitative understanding of the underlying reasons and motivations Small number of non- representative cases Unstructured; asks a broad range of questions Non-statistical; subjective interpretations Develop an initial understanding Objective Sample Data Collection Data Analysis Outcome Quantitative Research To quantify the data and generalize the results from the sample to the population of interest Large number of representative cases Structured Statistical Conclusive; recommends a final course of action

5. Contrasting Exploratory and Confirmatory Research Qualitative data Qualitative data  Data that are not characterized by numbers but rather are textual, visual, or oral. Focus is on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions. Quantitative data Quantitative data  Represent phenomena by assigning numbers in an ordered and meaningful way.

6. Criticisms (Quantitative vs Qualitative Research) Basic Criticisms of Quantitative Research  Preoccupied with control  Reductionist  Top down  Misses big picture Basic Criticisms of Qualitative Research  Subjective  Biased  Results not generalizable  Unable to identify causal relationships

7. Quantitative Research Is deductive and linear Employs statistical tools such as regression analysis to explain variance in the data (can be theoretical or empirical) Example – Is there a relationship between variable X and Y?  Is the increase in sales caused by an increase in advertising expenditure?

8. Qualitative Research Is inductive and spiral Employs case study methods or action research to explore some phenomena or particular problems Example – What are the relationships between variable X and Y?

9. Qualitative Research Process Start with a general question that you want to research Ask questions, observe different situations Analyze the materials/information collected Discover emerging theme or thesis Formulate new theory or approach Ask more focused/directed questions Further observations and interview Tentative conclusions and emerging hypotheses

10. Qualitative Research Process Attempt to represent complex phenomena with multiple variables operating simultaneously, rather than isolating the independent effects of single variables Study phenomena as they occur naturally without trying to hold factors constant or control ‘confounding’ factors

11. Qualitative Research Process Observation Data Gathering Theory Formulation Research Objectives/Hypotheses Development Further Data Gathering Data Analysis Deduction from theory

12. Qualitative Research Process There is a continuum between qualitative and quantitative research  Can you define “strong” typhoon? (pure qualitative)  If you are asked to measure typhoon level (pure quantitative )  But - rating techniques like – Can you rate the “strength of typhoon” on the scale of 1 to 5 (becomes in between qualitative and quantitative)

13. Generalization in Qualitative Research A generalization is usually thought of as a statement or claim that applies to more than one individual, group, or situation. The value of a generalization is that it allows us to have expectations about the future. A limitation of Qualitative Research is that there is almost NO justification for generalizing the findings of a particular study. Due to this problem, replication of qualitative studies becomes more important than for quantitative studies.

14. Ethics and Qualitative Research Ethical concerns affect qualitative research as do other forms of studies. The following are important to repeat: Identities of participants should be protected Participants should always be treated with respect Researchers should do their best to ensure that no physical or psychological harm will come to anyone who participates in the study

15. 15 Common Qualitative Research Tools