Research Approach: Qualitative and Quantitative Methods - Coursework Example

Research Approach The current study shall be carried out using both qualitative and quantitative methods. A survey is a means of gathering information about the characteristics, actions, or opinions of a large group of people, referred to as a population (Salkind, 2000). There are several ways of collating data; surveys are the primary means through which data is measured and captured. They have varied purposes, and encompass marketing surveys, opinion surveys, and political polls, among others. Survey questionnaires that have been deployed for research have two specific objectives. One is the quantitatively depict certain facets of the group being investigated. The analysis of the questionnaires may be mainly focused on associations between variables or with making estimates in a descriptive manner to a well defined group of respondents. Next, it is also an effective means of gathering data by soliciting individual evaluations through predetermined items or questions. Their responses, which may pertain to their own views, compose the data set subject for statistical analysis (Salkind 2000). The familiarity with the subject and to explore initial constructs related to the subject is some of the objectives of undertaking survey research. In the current dissertation, this data gathering technique has been utilized to probe on the broad array of answers which may probably be given in some other similar population. Moreover, it has been used to fine tune the instruments along its psychometric characteristics. The main focal point of the exploratory survey is to assess which constructs to measure and the manner which is best fit for undertaking such measurement. Finally, it is also utilized to uncover and define new avenues and categories for research of the population under investigation (Salkind 2000). Numerous units of analyses are utilized in survey research; however, the counts for units in data gathering are conventionally “individuals”. By convention, their answers are cumulated for “larger units of analysis such as role, work group, department or organisation”. The objectives of the study, it may be adequate to utilize any of these units. Nonetheless, it is usual for numerous respondents to be used since these individuals serve different functional units and occupy various levels of the organisational structure. In effect, they have peculiar views and evaluations on the topic at hand. Primary data collection is concerned with the gathering of data that is unique to the peculiar requisites of the study. On the basis of the goals of the research and secondary data collection, a questionnaire was drafted to allow the gathering of primary data for this research. Questionnaires are often the only plausible means of covering a big number of respondents that will permit valid statistical outcomes. An effectively crafted tool that is utilized well can yield data beneficial for both the general performance of the test system in addition to data on its particular portions or components. Thus, this is the reason the researcher has selected a questionnaire a data gathering technique, particularly on gathering the demographic profiles of the respondents. The questionnaire is a pencil-and-paper measurement instrument used when data is collected by means of self-reporting techniques (Cohen & Manion, 1989). They are either mailed to the relative people, or used on physical level with the coordinator being present to aid the person responding with any queries or problems. The information received is limited to the respondents written responses to specifically constructed questions, designed prior to the meeting between the two. Questionnaires either describe or measure individual/group characteristics such as values, attitudes, opinions, etc. and contain four types of questions: demographics, behaviour, knowledge and attitude. Finally, they can be classified according to the type of response required, or the type of questionnaire administered (Easterby-Smith et al, 2002). Other considerations are the resources and time available for the research to be carried out. Questionnaire Design The questionnaire has been self-constructed and whose items shall be based on the review of related literature. These close-ended questions had fixed options given for each, and the respondent simply checked which option/s is applicable for him/her. Close-ended questions are questions that the researcher provides, and which may be accomplished by putting a check mark on a box or by encircling a response that corresponds to your choice. Oppenheim (1992) suggests these questions are straightforward and thus easier and quicker to answer; they are very useful in testing specific hypothesis. Most probably, they shall be utilized in the beginning of the investigation, since the unrestricted responses they attract create a better picture of the survey for the researcher. The main advantage of this kind of question is its ability to obtain a summated value. As Chisnall (1997) suggests that mail questionnaire is a predetermined set of questions that is sent to a predetermined sample. Its advantages over other methods include its low price, reassured anonymity, confidentiality, its large target scope and its ability to keep certain standards. Mail questionnaires are advantageous when responses have to be obtained from a sample that is geographically dispersed, or it is difficult or not possible to conduct telephone interviews to obtain the same data without much expense. Respondents can take more time to respond at convenience. However, the return rates of mail questionnaires are typically low. A 30% response rate is considered acceptable. Another disadvantage of the mail questionnaire is that any doubts the respondents might have cannot be clarified. Another disadvantage is the restriction to verbal behaviour; answers must be accepted as written without the benefit of additional explanations which interviewers could obtain by probing questions, and overall lack of control on the settings of the research. Because of these constraints, the researcher decided to personally administer the tool to the respondents. It was finally decided that the self-administered questionnaire would be used for the purposes of this research. This was attributed to limitations in monetary funds and time, as well as the fact the entire preparation, administration and final discussion had to be solely assessed by the researcher. There are some strong advantages that set out the self-administered questionnaire over other data collection techniques (Bryman 1992). When compared to the mail questionnaire, the chosen method secures a higher response rate and costs less. The first of these advantages can be attributed to the fact that it is handed out in person, and that the interviewer is present. As a result, the overall atmosphere is warmer, friendlier and less impersonal. Additionally, because of the presence of the interviewer, the participants are accorded a wider scope of clarity. If anything is not clear in the questionnaire, the researcher can clarify a particular question, achieving a higher degree of accuracy and consequently more reliable responses. With regard to the second advantage, the selected method can be followed at a comparatively low cost, as there is no demand for trained staff but solely the cost of printing the actual questionnaire forms. Samples and Sampling Design In all research work, it is usually impossible to survey the whole population under study. Therefore it is of paramount importance to target correctly and determine a sampling frame and a sampling size that will allow the findings to be generalizable to the whole population. A sampling frame is a representation of the elements for determining the target population (Malhotra and Birks, 1999). “The target population has to be defined in such a manner that it contains information on sampling elements, sampling units, and the area of coverage (Aaker et al, 1995).” The sample in the current study was chosen through purposive sampling choosing respondents who are within the 20-40 year old age range. Customers shall be contacted via phone and asked verbally if they are willing to participate in a study on the food industry in the UK. They shall then be requested to sign a consent form when they go to the specified venue for filling out the questionnaire. A total of 100 respondents shall be targeted for the study. Statistical Analysis Frequency and percentage distributions were used to present the primary data for the study. The frequency is computed by counting the number of times a certain category has occurred. On the other hand, the percentage is computed through the following formula: % = Frequency of category / Total frequency These were computed for all of the items in the questionnaire. Descriptive statistics, including the mean and standard deviation were also used in presenting the results of the study. The mean was computed by summing the scores for the item and dividing by the total number of respondents. It is a measure of central tendency. The formula for the mean is as follows: M = Sx / N where SX is the sum of all scores and N is the total number of scores or responses. In addition, a measure of dispersion, the standard deviation, will be computed certain items. The formula for the standard deviation is as follows: The standard deviation is computed by taking the difference of the mean from each score, and squaring these differences. The result is then divided by the total number of scores minus 1. The square root of this value is referred to as the standard deviation (Salkind, 2000). REFERENCES Bryman, A. (1992). Quantitative and qualitative research: further reflections on their integration. In: Mixing Methods: Qualitative and Quantitative Research. Avebury. Chisnall, P. M. (1997). Marketing Research (5th ed.), Berkshire, McGraw-Hill. Cohen, L. and L. Manion (1989). Research methods in Education. 3rd ed. London: Routledge. Easterby-Smith, M., R. Thorpe, and A. Lowe (2002). Management Research: an introduction. Newbury Park, London: Sage Publication. Malhotra, N. & Birks, D.(1999). Marketing Research: An Applied Approach, England, Prentice Hall. Oppenheim, A.N. (1992). Questionnaire design interviewing and attitude measurement, London: Pinter. Ottman. Salkind, N.J. (2000). Exploring research. Upper Saddle River, New Jersey: Prentice Hall. Read More