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8/3/2019 Qual vs Quan CU 3,1,2012
http://slidepdf.com/reader/full/qual-vs-quan-cu-312012 1/26
Tamer El Sharnouby, PhD
8/3/2019 Qual vs Quan CU 3,1,2012
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` Research Approaches
` Quantitative vs. Qualitative Methodological Assumptions
` When to use qualitative research
` Methodological Choices: Asking the unaskedquestions?
` Qualitative methodologies
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` Common Techniques for Qualitative Data Analysis
` Mixed methods approach: Positioning Yourself
` Six core characteristics of mixed methods research
` When Should You Use Mixed Methods?
` What are the Challenges to Conducting Mixed Methods
Research?
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Observations/
Data
Theory
Patterns
Inductive
Deductive
Hypotheses
Deductive
Inductive
Deductive
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QuantitativeQuantitative QualitativeQualitative
Deductive processDeductive process Inductive processInductive process
Cause and effectCause and effect Mutual simultaneous shaping of Mutual simultaneous shaping of factorsfactors
Static designStatic design ± ± categories isolatedcategories isolated
before studybefore study
Emerging designEmerging design ± ± categoriescategories
identified during research processidentified during research process
Generalization leading to prediction,Generalization leading to prediction,explanation, and understanding,explanation, and understanding,
ContextContext--freefree
Patterns, theories developed for Patterns, theories developed for understandingunderstanding
ContextContext--boundbound
Accurate and reliable through Accurate and reliable through
validity and reliabilityvalidity and reliability
Accurate and reliable through Accurate and reliable through
verificationverification
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` Qual: Why and How Questions.
` Qualitative researchers are concerned primarily with
process, rather than outcomes or products.
` Qualitative researchers are interested in meaning.
` The qualitative researcher is the primary instrument
for data collection and analysis. Data are mediatedthrough this human instrument, rather than
through questionnaires, or machines.
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` Qualitative research involves f ieldwork. The researcher
physically goes to the people setting, site, or institution
to observe or record behavior in its natural setting.
` Qualitative research is descriptive in that the
researcher is interested in process, meaning and
understanding gained through words or pictures.
` The process of qualitative research is inductive in thatthe researcher builds abstractions, concepts,
hypotheses, and theories from details.
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` The nature of reality: multiple, constructedand holistic.
` The relationship of knower to known:
interactive, inseparable.
` Generalization: a ³working hypothesis´ thatdescribes a single case
` Causal linkages: mutual simultaneous shapingof factors.
` Inquiry is value-bound.
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` For problems that need exploration,
` For problems that need a complex detailedunderstanding,
` To write in styles that push the limits of formal academicnarratives,
` To understand contexts,
` The topic has been researched for a long time in thesame way,
` The topic is new to research,
` You would like in-depth information that may be difficultto convey quantitatively
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` Interviews
` Focus groups
` Participant observation (field notes)
` Video` Text and Image analysis (documents, media data)
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` Quan: what, where, and when of natural
phenomena develop and employ mathematical models, theories and
hypotheses related to natural phenomena,
Involve large samples of subjects; deal with cause/effect
Associated with positivism: that objective truth can be
known with certainty, that it can be gained throughrational methods
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` A single, tangible reality "out there" that can be broken apartinto pieces capable of being studied independently
` The separation of the observer from the observed
` What is true at one time and place will also be true at another time and place
` An assumption of linear causality; there are no effectswithout causes and no causes without effects
` The results of an inquiry are essentially f ree f rom beliefs,interpretations
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Can produce a false sense of certainty
Takes the subject outside of natural setting/tasks
Quantifies unquantifiable phenomenon
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` The choice of your methodology depends on: Your ontological and epistemological positions.
Study context (new vs traditional)
Research Questions and Goals (testing relationships betweenvariables or hypotheses OR generating new concepts rather than assuming the existence of specific ones in the field).
Purpose: exploratory, descriptive or explanatory
Researcher Beliefs and Values
Researcher Skills
Time and Funding
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PhenomenologyPhenomenology
EthnographyEthnography
Case studyCase study
Grounded theoryGrounded theory Action research Action research
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1. Naturalistic Inquiry
2. Emergent Design Flexibility
3. Purposeful Sampling
Twelve Commonality summarized from Patton, MQ. 2002.
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4. Qualitative Data
5. Personal Experience & Engagement
6. Empathic Neutrality & Mindfulness
7. Dynamic System
Summarized from Patton, MQ. 2002.
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8. Unique Case Orientation
9. Inductive Analysis & Creative Synthesis
10. Holistic Perspective
11. Context Sensitivity
12. Voice, Perspective, & Reflexivity
S
ummarized from Patton, MQ. 2002.
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1. Reading, Memo ² initial coding
2. Describing (except, G Theory)
3. Classifying ² 2nd staged coding
4. Interpreting² final pattern/finding
5. Representing, Visualizing
Abstracted from Creswell, JW. 1998.
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1. Problem- appropriate, clear
2. Methods- strategy, rationale
3. Findings- convincing evidence
4. Discussion- contribution
Abstracted from Merriam, SB. 2002
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` View research as set of interactive components; not alwayslinear
` Focus on rigorous data collection and analysis
` Work as an applied research methodologist
` Trained in quantitative research, embraced qualitativeresearch, advocated for mixed methods
` Often consult with individuals in a step-by-step process
` Use steps in writing a mixed methods study are not in theorder typically found in the process of research
` Will apply some of the steps, the major ones
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` The collection of both qualitative and quantitative data (open- andclosed-ended) in response to research questions
` The analysis of both qualitative and quantitative data
`
Persuasive and rigorous procedures for the qualitative andquantitative methods
` The integration of these two data sources (merging, connecting,embedding)
` The use of a specific mixed methods design that involves a
concurrent or sequential integration (and equal or unequalemphases)
` An approach to research that has a philosophical foundation
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When the research problem merits this approach,
such as,
when one data source is insufficient when a need exists to explain results
when a need exists to explore first
when a need exists to augment one database with
another
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Skills in both qualitative and quantitative research
Openness to multiple methods
Convincing others of the value of mixed methods
Time/resources Familiarity with mixed methods
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` Cornford, T. and Smithson, S. (1996). P roject Research in
Information Systems. A Student¶s Guide. Macmillan. London.` Creswell, J.W. (1998). Qualitative inquiry and research
design. Choosing among five traditions. Thousand Oaks, CA:Sage.
` Creswell, J.W. (2009). Research design. Qualitative,quantitative and mixed methods approaches. ThousandOaks, CA: Sage.
` Denzin, N.K. & Lincoln, Y. (2000). Introduction: The disciplineand practice of qualitative research. In N.K. Denzin & Y.Lincoln (Eds.), Handbook of qualitative research (2nd ed.,pp.1-17). Thousand Oaks, CA: Sage.
` Jill Collis & Roger Hussey. (2009). Business Research: AP ractical Gui de for Undergraduate and P ostgraduate
Students, Third edition. Palgrave Macmillan, Hampshire.
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Tamer Tamer ElEl SharnoubySharnouby telsharnouby@gmail.comtelsharnouby@gmail.com
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