qual vs quan cu 3,1,2012

8/3/2019 Qual vs Quan CU 3,1,2012

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Tamer El Sharnouby, PhD

8/3/2019 Qual vs Quan CU 3,1,2012


` 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.

8/3/2019 Qual vs Quan CU 3,1,2012


` 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 [email protected]@gmail.com

qual vs quan cu 3,1,2012

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