UKM Quantitative and Qualitative Research Design
UKM Quantitative and Qualitative Research Design
Research Design
Prepared By:
Dr. Nik Rahimah Yacob
Interpretivist
Positivist Paradigm Paradigm
Verification Discovery
The Research Process by Cavana et al. (2001)
Catalyst for business research
testing • Experimental
• Scaling
• Case Study
Data analysis
Unit of Analysis Study setting Time Horizon Sampling Quantitative data
design collection
• Contrived • One-shot
• Individuals
(cross- • Probability/ • Questionnaires
• Non-
• Dyads sectional) non-
contrived • Experimental
• Groups • Longitudinal probability
designs
• Organisations • Sample size
• Machines, etc.
A Classification Of Research Data
RESEARCH DATA
DESCRIPTIVE CAUSAL
OBSERVATIONAL EXPERIMENTAL
SURVEY DATA & OTHER DATA DATA
A Classification of the Qualitative
Research Methods
QUALITATIVE RESEARCH
PROCEDURES
DIRECT INDIRECT
(NONDISGUISED) (DISGUISED)
MALL COMP-ASSISTED
IN-HOME PERSONAL
INTERCEPT
INTERVIEWING
Level of
defence Ritual Ritual
barriers
Pass time
Pass time
Reason
Rules
Final questions
Preview
Time elapsed
Focus Groups
Cross- Longitudinal
sectional design
design
On Sampling…..
• Capitalizes on a relatively large sample size
• The sample can either be drawn on a probability
sampling procedure or a nonprobability sampling
procedure, depending on the purpose of the study
On Instrument Design….
• The instrument for a survey is a questionnaire.
• The questionnaire can either be highly structured (close-ended
questions) or highly unstructured (open-ended questions)
• The norm is to utilize a structured questionnaire for ease of
data coding and analysis.
• The questionnaire design has to take into consideration the
data collection method (personal interview, telephone
interview, mail survey, Internet survey, mall intercept or self-
administered)
Data Collection Method
SURVEY METHODS
MALL COMP-ASSISTED
IN-HOME PERSONAL
INTERCEPT
INTERVIEWING
Direct Indirect
observation observation
On Sampling…..
• Capitalizes on a relatively large sample size for a
quantitative study and a small sample size for a
qualitative study
• The sample can either be drawn on a probability
sampling procedure or a nonprobability sampling
procedure for a quantitative study
• The sample is almost always drawn on a
nonprobability sampling procedure for a qualitative
study
On Instrument Design….
• The instrument for an observation study is known as an
observation checklist or an observation form
• The observation checklist or form can either be highly
structured (clear indications of what to observe and how to
tally the observation) or highly unstructured (vague ideas on
the scope of observation and what to observe)
• Observation checklist or form for quantitative research would
tend to be more structured than that of a qualitative research
• The observation checklist or form has to take into
consideration the data collection method (personal
observation, mechanical observation, audit, content analysis or
trace analysis)
Data Collection Methods for
Observation Studies
OBSERVATION
METHODS
Does the new ad generate more sales than the existing ad?
IV = Advertisement
DV = Sales
Levels of IV = Treatments = 1. New ad (experimental treatment)
2. Existing ad (control)
• Logistics
• Group Composition
• Homogeneity
• Representation
• Strangers vs acquaintances
• Size of group
Conducting the Focus Group
Source: Yin(1989:p41)
Case study protocol components
Case Study Protocol Components Component Requirements
Overview Objectives & Auspices
Study Issues
Relevant Readings
Field Procedures Credentials
Access to Site
General sources of Information
Procedural Reminders
Case Study Instrument Questions Specific Questions
Potential sources for Answers
Case Report Guide Outline
Format
Additional Documentation
Source: Yin(1989:p70)
Quality Case Study Designs
(design & collection issues)
Construct Validity:
Establish & follow appropriate (correct) operational measures for the
Concepts (phenomenon) being studied.
External Validity:
Establish the domain to which the findings can be generalised.
Reliability:
Demonstrate that the operations of the study (data collection methods)
Can be repeated, achieving similar results.
• All aspects must be adhered to throughout the case study life and
in effect there is a strong link between design and collection.
Quality Case Study Designs
(design & collection issues)
Case database
Reliability
Emphasis on replication
SINGLE MULTIPLE
Context Context
Context
HOLISTIC Case Case
SINGLE Case
Context Context
Case Case