Académique Documents
Professionnel Documents
Culture Documents
Quantitative
Christopher Kronenberg & Alia Weston
Kingston University Department of Strategy, Marketing and Entrepreneurship
Dr Christopher Kronenberg
Aims
Understanding the research process Distinguishing between qualitative and quantitative research methods
Dr Christopher Kronenberg
Research Process
1 2
An idea What is your research philosophy/ paradigm Put your idea in context Collect your data Analyse your data
All research starts with a question(s) that needs answering What are your assumptions about the world? What do I know about the world (ontology)? How do I know what I know about the world (epistemology)? What does this say about the way you will carry out your research? What have other researchers said about your topic? Has someone else answered your question? Where does your idea fit in relation to other ideas?
Does your paradigm change the way you ask your research question?
What information will you need to collect in order to answer your question?
5 6
What does your data tell you about the question you asked? How are you going to interpret your data so it says something useful?
Dr Christopher Kronenberg
Findings
Research Onion
Dr Christopher Kronenberg
Research Approaches
Deductive Approach Research approach involving the testing of a theoretical proposition by the employment of a research strategy specifically designed for the purpose of its testing.
Dr Christopher Kronenberg
Inductive Approach Research approach involving the development of a theory as a result of the observation of empirical data.
Theory
Hypothesis
Testing
Discussion
Kingston University London
Characteristics of Deduction
Explaining causal relationships between variables Establishing controls for testing hypotheses Independence of the researcher Concepts operationalised for quantitative measurement Generalisation
Dr Christopher Kronenberg Kingston University London
Empirical generalisation
Discussion
Dr Christopher Kronenberg
Characteristics of Induction
Building theory by Understanding the way human build their world Permitting alternative explanations of whats going on Being concerned with the context of events Using more qualitative data Using a variety of data collection methods
Dr Christopher Kronenberg BS2404 Research Methods Kingston University London
Inductive Approach
Deductive Approach
Theories
Forming concepts, developing theories Deducing consequences, making predictions (Literature Review
Empirical generalisation
Tests
Hypotheses
Inducing generalisations
Observation
Dr Christopher Kronenberg BS2404 Research Methods
Group Discussion
What do you think: Do we have enough theories in business science or is there still a need for theory development?
Dr Christopher Kronenberg
Data Collection
Two main data sources can be identified
Primary Data
Secondary Data
Dr Christopher Kronenberg
Dr Christopher Kronenberg
Secondary Data
Secondary sources / data are writings about or using (other) primary sources. Examples of secondary data are governmental statistics about unemployment, report on a presidential speech, etc. Desk research
Dr Christopher Kronenberg BS2404 Research Methods Kingston University London
Secondary Data
Dr Christopher Kronenberg
Dr Christopher Kronenberg
Primary Data
Primary data are the results of original research. Sources of primary data include face-to-face interviews, observations, focus groups, questionnaires, etc. Field research
Dr Christopher Kronenberg
Primary Data
Quantitative Data
Qualitative Data
Dr Christopher Kronenberg
Qualitative data is more rich, time consuming, and less able to be generalized.
Quantitative data is more efficient, able to test hypotheses, but may miss contextual details
Dr Christopher Kronenberg
Dr Christopher Kronenberg
Quantitative Research
An objective approach which includes collecting and analysing numerical data and applying statistical tests
Collis and Hussey (2003) Business Research 2nd edition Palgrave, Basingstoke p354
Dr Christopher Kronenberg
Dr Christopher Kronenberg
Quantitative Research
Key points Data must be analysed to produce information Computer software analysis is normally used for this process (SPSS, Excel, ) Researchers need to know how to select and use different charting and statistical techniques
Dr Christopher Kronenberg
Questionnaire Example
Dr Christopher Kronenberg
Quantitative Data
Data matrix
Dr Christopher Kronenberg
Quantitative Data
Bar chart
Dr Christopher Kronenberg
Quantitative Data
Histogram
Dr Christopher Kronenberg
Quantitative Data
Pie chart
Dr Christopher Kronenberg
Qualitative Research
An unstructured, primarily exploratory methodology based on small samples, intended to provide insight and understanding (Malhotra & Birks, 2000) An array of interpretive techniques which seek to describe, decode, translate and otherwise come to terms with meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world (Van Maanen, 1979) Qualitative research helps the marketer to understand the richness, depth and complexity of consumers (Malhotra & Birks, 2000)
Dr Christopher Kronenberg
Dr Christopher Kronenberg
Dr Christopher Kronenberg
Dr Christopher Kronenberg
Qualitative Research
Key issues Transcribing qualitative data Using electronic textual data including other documents (videos, pictures, ) Interactive nature of the process
Dr Christopher Kronenberg
Dr Christopher Kronenberg
Group Work
Analyse the two articles Which approach do they use? Why? Think about alternative approaches (either qualitative or quantitative)
Dr Christopher Kronenberg