Research Methodological Approaches Applied In Academic Journal Articles - Essay Example

ABSTRACT An important feature of any academic research in any given field of study, mapping out the existing knowledge involves articulate analysis of previous studies, subsequently using the same as a basis of pointing the knowledge gap in the given fields of study. Among the approaches used in identifying the gaps include qualitative, quantitative and a mixture of both. The approaches, however, are distinct, with each having own advantages and disadvantages. INTRODUCTION: Researchers of all levels wrestle with the problem of developing an appropriate methodology for their studies (Bryman and Bell, 2011). A research methodology is not only critical component of academic development (Saunders et al., 2007) but a robust research practice that gives direction to every research done in any give field of study (Crotty, 1998). To be certain, it is indeed a critical aspect in social sciences, more specifically in business and management that requires specific approaches in order to achieve implementable target objectives. This essay endeavours to analyse and compare the main research methodological approaches, which include quantitative, qualitative and a multiple methods, applied in academic journal articles. First, these approaches are going to be discussed with regards to their underlying philosophies and paradigms, explaining their relationship between theory and research in terms of deductive and inductive approaches, focusing on research design and data collection. Secondly, the research will analyse the application of quantitative and qualitative research approaches in academic journal articles, illustrating their main strengths and weaknesses of each approach. Finally, the essay will summarize by pointing out the finding of the entire research undertaken. LITERATURE REVIEW: An important feature of any academic research in itself, mapping out the literature involves articulate analysis of previous studies, subsequently using the same as a basis of pointing the knowledge gap in the given fields of study. Broadly, a literature search is but ‘a systemic process that aims at identifying and collating the existing body of knowledge on a particular topic’ (Collis and Hussey, 2014, p. 76). The aim of a literature review, as Lings and Lee (2008) indicates, is to show acquaintance with existing work in the given field and provide insights into the work under study. Among other things, an effective literature review critically analyses the materials under study, synthesises them with respect to relevance, into providing the reader with the useful insights. A literature review, therefore, presents the case and context for the rest of thesis. Lings and Lee (2008) summarises it as the “art of constructive criticism, and all work is open to critique.” A research can be carried out by employing either of the methods or by utilizing both of qualitative and quantitative depending on the purposes of the research question, objectives and the type of information the researcher is seeking for and/or investigating. Indeed as O’Leary (2004, p.99) notes, the two words: quantitative and qualitative are very confusing in the methods world, with different researchers often describing their data right from the collection point to the conclusive results with either of the terms. Maylorand Blackmon (2005) also concurs, noting that the two terms are often used to describe the overall research approach. Noteworthy, a research paradigm setting out the intent, motivation and expectations for the research is the very first steps that a researcher has to contend with in conducting their studies. As Collis and Hussey (2014, p. 43) notes, a research paradigm defines the guidelines that directs how a research should be conducted based on the philosophical principles and assumptions in the given field of knowledge’. The most commonly used paradigms in business research include positivist and interpretive (Bryman and Bell, 2011). Quantitative Quantitative research is the research strategy that emphasizes the amount of data collected and analysed. It heavily borrows the philosophical principles of the positivist paradigm which advocates for the application of the natural sciences approaches to the study of social reality and beyond (Bryman & Bell 2011). It employs deductive approach to the relationship between theory and research, specifically focusing on the use of data to test theory. A quantitative research, therefore, is designed to adopt a clear theoretical framework from the previous validated theories available in the literature to develop a conceptual framework that provides a visual representation of the theoretical constructs (and variables) of interest (Asher, 1984; Bryman and Bell, 2011; Saunders, Lewis and Thornhill, 2012). Consequently, a set of hypotheses derived from the previous validated theories; hypotheses which can be proven or rejected via statistical analysis that examines the relationship between the variables involved. Surveys, the most common techniques of quantitative research, are normally conducted through the use of questionnaires or structured interviews and/or structured observation (Saunders, Lewis and Thornhill, 2012). Quantitative data, as Given (2008) notes, is any data that is in numerical form such as statistics, percentages, etcetera. It is through such statistics that researcher use in their analyses, incorporating the use of computer softwares such as SPSS, with the hope that the numbers generated are unbiased and can be generalized to some larger population (Bryman and Bell, 2011). Academics, however, have differing opinions on the role of measurement in quantitative research, with a section of scholars making inferences about causal relations or associations from such quantitative measurements as others make cases of strange inferences that are far from reality ( Moballeghi and Moghaddam, 2008). Qualitative By contrast, qualitative research is an investigative methodology that emphasises a naturalistic approach that provides direct quotations with the investigator directly involved in the investigations as opposed to the use of mathematical models. It employs inductive reasoning that allows meaning to emerge from the collected data in order to establish the relationship between variables towards building a theory by the investigator (Saunders, Lewis and Thornhill, 2012). Its epistemological position is described as interpretive (Denzin and Lincoln, 2005) which is in the contrast to the adoption of the natural scientific model in quantitative research. Unlike the quantitative approach, qualitative research attempts to understand the social world through an in-depth examination and subsequent interpretation by the researcher, described as either a constructionist approach by Bryman and Bell (2011) or as a subjectivist approach by Saunders, Lewis and Thornhill (2012); implying that the behavioural outcomes are but the results of the interactive mechanics between individual variables. Qualitative research utilizes a variety of data collection techniques and analytical procedures to achieve the research target objectives, and such involves a non-standardised data collection methodology that leverages that alteration of questions and procedures as may be deemed fit by the researcher during a research process, making it both natural and interactive. Among the most commonly used methods of collecting qualitative data include interviews, group discussions, observations and reflective field notes that may include pictures as well as other materials (Savin and Major, 2013). It is employed especially in action research, case studies, ethnography, grounded theory and narrative research. The analysis of qualitative data often draws inferences from induction with due regard to the existing theories (Bryman and Bell, 2011). Mix: The use of qualitative and quantitative approaches, often refered to as a mixed method aproach is prefered by most researchers due to the fact that such a combination usually provides a better understanding of research problems and complex phenomena as opposec to the use of either of the approaches (Azorín and Cameron, 2010). It is more preferable in studies that are used as a steping stone towards more research. A researcher may, therefore, explore data qualitatively to identify with the concepts/variables that requires further tests through quantitative analysis. Each of these come with advantages and disadvantages (Brewer and Hunter, (2006); Creswell & Plano Clark (2011); Greene (2007); Guest (2013); Johnson and Christensen (2014); Morgan, (2014); Morse and Niehaus (2009), and Teddlie and Tashakkori (2009). Discussion and Evaluation of Research Methodological Approaches: This part of the essay analyses the application of quantitative and qualitative research approaches in academic journal article. Example journal articles from ABS ranked 3* and above have been given for each of the approaches to demonstrate a clear and deep understanding of their application. Moreover, this section will also evaluate these approaches in terms of the main distinction between them and the advantages and disadvantages of each approach. To begin with, it is important that a research purpose and/or research questions be generated at the very beginning stages to help in the development of a research design because they provide important clues about the very ideas that a researcher is aiming to assess (Berry and Otley, 2004; Saunders, Lewis and Thornhill, 2009; Yin, 2012). It is preferable, therefore, to highlight (as shown figure 1) the main function of the different strategies of designing the research. Research aims/problems and designs/strategies (adapted from Creswell & Plano Clark 2007) The application of quantitative research approach can be clearly seen in Luca and Atuahene-Gim article titled “Market Knowledge Dimensions and Cross-Functional Collaboration: Examining the Different Routes to Product Innovation Performance”. In the article, the two scholars have employed a comparative approach, utilizing different research questions which aim to examine the differences between two or more groups on one or more variables. Accordingly, a deductive approach is applied with the focus on testing a theory. The authors adopt a clear theoretical position from an existing theory in the literature (see Figure 2). From a thorough review of the literature, therefore, a conceptual framework is designed, with a set of ten hypotheses driven from the existing theories. The study uses survey that involves structured interview with the marketing manager as a first step as well as self-completed questionnaires from individual employees as a strategy of data collection. They then employ the use of a statistical software to test the hypotheses in their data analyses. On the other hand, Frattini, Bianchi, De Massis and Sikimic (2013) in their article ‘The Role of Early Adopters in the Diffusion of New Products: Differences between Platform and Non-platform Innovations’ adopted qualitative research methodology. A sample research associated with inductive approach, the scholars generally utilizes what is within their knowledge to gain a general sense of phenomena under study, starting with the observation of reality to understand the litrature at their disposal. As part of their research strategy of data collection and analysis, the researchers sampled multiple case studies while incorporating the use of direct intervews (Figuer 3) to argue their case based on grounded theory methodology. Indeed as Strauss and Corbin (1998) notes, data collection, analysis and eventual theory are all but related while theoritical samplig, categorisation of concepts and comparativbe analysis are all tools of grounded theory, to which the authors have emphised in thier article via inductive rerasoning to generate and develop their reseach freamwork (Figuer 3). Figure 2 Evaluation: Stake (1995) describes three major differences between qualitative and quantitative approaches, noting specifically a distinction in the: explanation and understanding of the purpose of inquiry; personal and impersonal role of the researcher in the research process; and knowledge discovered and constructed in the very end (p. 37). Advantage and Disadvantages Qualitative research approach is not only detailed in it analysis, but allows the expansion of knowledge into topical areas not initially under study. Given the smaller sample sizes, however, it generally difficult to test hypotheses where large participants are involved. Subjective biases of the researcher may also distort results. On the other hand, personal biases can be avoided in quantitative studies that are often more objective and accurate. The approach is, nonetheless, superficial in certain cases. Findings and Lessons Learned: It is clear from the foregoing that the methodological approach taken in any given research is determined by the research questions and objectives, and not by the preference of the researcher. 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