The Concept of Quantitative and Qualitative Methods - Essay Example

? Research Philosophies and Principles Introduction Research methods have long been a central form of investigation for scientists, philosophers, andthinkers. While research in the abstract has been in existence for centuries, contemporary forms of research philosophies and principles are relatively new (Denzen & Lincoln, 2000). Today the two major paradigms of research are quantitative and qualitative methods. Quantitative research is rooted in the notion of positivism that contends a clear and definable reality exists that can be measured through quantifiable means (Giddens 1974). As such, quantitative methodologies generally involve statistical or mathematical models of data analysis. Qualitative research methodology is relatively new when compared to quantitative methods. Qualitative research emerged towards the later parts of the 20th century through an increasing acceptance of post-modern epistemological formations that greatly complicate the very nature of reality (Denzen & Lincoln, 2011). Rather than being something that could merely be measured and determined through statistical models, qualitative research involves researcher interpretive processes (Denzen & Lincoln, 2011). It follows that in many ways qualitative research compliments quantitative by articulating abstract concepts that can be refined and understood by later quantitative investigations (Creswell 2003). Still, it’s noted that in other ways qualitative knowledge runs counter to quantitative claims to validity, as some qualitative epistemological foundations contend that knowledge is personal or perspective based (Creswell 2001). Additionally, there are mixed method pursuits that implement both quantitative and qualitative research (Brannen 2005). This essay specifically examines four research studies – some with quantitative and others with qualitative approaches -- in terms of a variety of analytical criteria. Analysis 1. Quantitative analysis of defects in Malaysian university buildings: Providers’ perspective This specific research investigation implements a qualitative methodology. The research question this study aimed to resolve was the areas of university buildings that required repairs. The research argued that it was important as increased levels of knowledge regarding defects in the buildings could aid the university by contributing to the development of a system that would more efficiently address these concerns. There is the tacit recognition then that the current system is unstructured and implemented in ineffective ways. It is recognized that qualitative research assumes a great many analytical methods. Within the specific context of this research the primary data collecting method is the questionnaire. This study sent out questionnaires to maintenance managers at the university. Each questionnaire contained five options: not at all urgent, not very urgent, urgent, very urgent, and extremely urgent. There is a clear challenge in that certain maintenance managers could consider an area more urgent than another area more strenuously than another manager’s perspective. That is, one managers understanding of the linguistic elements of the questionnaire would be different from another manager. The study indicates these challenges are circumvented, as urgency is determined through comparison between studies. As such if there is one area that managers frequently rate as urgent then these multiple perspectives are interpreted as a valid conclusion. Specifically 50 questionnaires were sent out to the maintenance departments in universities in Malaysia. While 50 questionnaires were sent out, only 33 were returned. This is discrepancy is significant as it indicates that certain departments were more receptive to the study than departments at other universities. This discrepancy could indicate that the questionnaires are biased in that the organizations that responded had more pressing concerns or were more receptive to changes in the university. Still, research on questionnaires attest to this response rate as revealing valid results (Gillham 2008). Of course there are further challenges related to the possibility that certain managers are self-interested in their claims. This perspective considers that the manager’s rating of urgency, while may be valid for specific reasons, does not carry the gravitas of the entirety of the university system. One considers then that the purpose of university repairs isn’t always to maintain the status quo but instead to direct the university resources in ways that all stakeholders deem the best fit. Indeed, there is a degree of self-interest that can be even read into the researchers’ perspective. One considers that rather than consider university repairs along the spectrum of a single establishment they examined it along the spectrum of a variety of universities. This approach is can be argued to be more egalitarian as decision-making is rooted in the power of many maintenance managers rather than the specific university establishment. In essence this approach collectives the universities under the auspices of group decision making. Further recognitions were given to the respondents’ academic backgrounds. The study indicates that, “The survey revealed that about 50 per cent of them possessed Bachelor’s degrees and 21.9 per cent had obtained Master’s degrees. The survey revealed that most of the respondents held strategic positions. Nearly 32 per cent of the respondents were actually maintenance managers while about 19 per cent were facilities managers. A substantial number of the ‘others’ were directors of development and / or maintenance ‘ executives.’ These backgrounds provide the respondents with wide experience to provide independent and unbiased opinion on information that was addressed to them” (Idrus, Khamidi, Olanrewaju, 2010, p. 144). These are significant concerns for a variety of reasons. One considers ethical considerations in relation to these elements. The researchers assume that a higher degree of formal education equates to greater knowledge of the areas of the university that require more maintenance. Such recognition could potentially and unfairly negate the opinions of individuals with less formal education, but whose perspectives are more important. As the research was qualitative and necessarily involved interpretation of the statistical data there is the possibility that these education elements unfairly influenced the researchers’ interpretation of the results. There are a number of further considerations regarding the significance of this research both inside and outside of the university system. Within the academy the research is significant in that it explores the crucial element of infrastructure. While considerations regarding universities generally relate to concerns of scholastics or funding, one recognizes that the very structure of the buildings the learning occurs within plays an important role. Buildings that are not maintained potentially give off an aura that influences student actions and lowers the academic standards of the university system. From a more functional perspective the study operates both inside and outside the university system. In this context of understanding the research methods, while specifically investigating university repairs, could be applied to any range of systems that contain numerous buildings or structures. One considers that organizational efficiency and asset allocation are prominent concerns of all businesses; as such this research could potentially assist as a methodology in further investigations. 2. Unexpected Potentials of Networking in the Hospitality Business Sedmak, Planinc, & Planinc (2011) explore the unexpected potentials of networking in the hospitality business. This study implements both quantitative and qualitative research in a mixed methods approach. The research considers that the results of networking in the hospitality industry are rarely recorded. One can reasonably assume this is because of the challenges of adequately studying these elements. In terms of the epistemological paradigms the research advances through two major methods. In both instances interviews were conducted. In the first approach the managers of hospitality companies were interviewed. In the second instance leaders of two formal networks were interviewed. In terms of the quantitative aspect of the research the Likert-type ordinal scale was implemented with the hospitality managers. Conversely, semi-structured interviews that were analyzed through qualitative methods were applied to the leaders of the formal networks. One recognizes that the distinction between these groups can be referred to as formal – the managers -- and informal – the network leaders. The researchers note a number of significant results were collated. Notably, there were differences between the two groups of individuals studied. Within this spectrum of understanding the two groups worked towards different goals in many situations. In terms of commonalities, both groups shared strategic relationships with their suppliers. The managers in the hospitality injury are noted as facing more obstacles, clearly because of the structure they face operating in within their organizational contexts. This study is significant inside and outside of the academy as it articulates many of the elements of networking that had previously gone unnoticed by research. Additionally, the researchers note that, “This research fills the gap in dealing with industrial networking by confronting formal and informal strategic cooperation praxes in hospitality business” (Sedmak, Planinc, & Planinc, 2011, p. 1). The research also sought to establish the reasons for – what they perceive – to be a lack of networking in the hospitality industry. This lack of networking cooperation is argued to be attributable to merely a lack of proper understanding of the cooperate mechanisms. Rather the researchers argue that rather than formal networking, the most prominent forms of networking occurred through informal processes. The researchers argue that managers promoting the benefits of networking should address areas where there is a lack of networking. Furthermore, when networking is most effective, it is clear that long-term relationships have been established that focuses on mutual interests between the companies. The researchers argue that the mutual interest can involve a number of elements, but is perhaps most effective in terms of joint marketing mechanisms. In terms of preventative factors the researchers note, “The principal obstacles for more intensive networking seems to be the conservative and individualistic character of managers, distrust, poor organizational knowledge, lack of time and concern for professional secrecy. These hindrances were identified within both formal and informal networks” (Sedmak, Planinc, & Planinc, 2011, p. 1). It appears that a number of valid conclusions were established. While the mixed methods approach has drawbacks that will addressed later, within the context of this investigation it has the potential to reveal new forms of knowledge that otherwise could not have been established by only implementing the quantitative approach. Namely, the implementation of different methodology creates the opportunity for the emergence of different forms of knowledge. These varying forms of knowledge can then be cross-referenced and further insights can emerge. It seems that an extent the researchers implemented this process as they establish the shortcomings in networking between the two study groups. One considers that their a number of potential areas for research bias or perspective influence. The research notes that quantitative survey methods were not applicable to the formal networks because individuals in this portion of the study were not willing to complete the questionnaires. This discrepancy between the qualitative interviews of the managers and the quantitative investigations of the formal networks then poses a significant research challenge. There is the potential for the researchers to be influenced by the quantitative research methods in qualitatively interpreting the interviews. Another possible bias includes recognition that the study is founded on the recognition that, “the main unexploited potentials and reasons for poor cooperation between firms in the hospitality sector (Sedmak, Planinc, & Planinc, 2011, p. 198).” It seems plausible that the researchers could have been influenced by this preconception when they structured and interpreted the research. As such there is the potential that this aspect of the research resulted in bias questions or questionnaire sampling. Rather it would have been effective if the research had included more background studies that firmly established the lack of cooperation in networking within the hospitality industry. Another prominent concern is that the researchers made stringent use of marketing models, such as AIDA (awareness, interest, desire, action). In the implementation of these models the researchers may have effectively linked their research to earlier marketing paradigms. Still, it is also possible that the findings, particularly the interpretive aspects of the qualitative model, were structured to conform with these models as a means of establishing research with broader ranging conclusions. Finally, one considers the ethical elements related to the study. When conducting interviews or administering questionnaires anonymity is always a prominent ethical concern. Within the context of this study it is possible that had anonymity not been followed the individuals’ interviewed or who responded to questionnaire could face setbacks at the workplace by suppliers they do not partner with or even those they do. Ultimately, it’s clear the research abided by ethical standards. 3. The future of standardised quality management in tourism: evidence from the Spanish tourist sector Casadesusa, Marimonb, Alonsoc (2010) consider the Spanish tourist sector as it demonstrates the future of standardized quality management in tourism. This research specifically implements a quantitative analytical model, coupled with qualitative analysis of three practical cases. The researchers note that the Spanish tourist industry has been unique in that it has established 17 specific quality management standards. This is significant as it demonstrates that they have been successful in establishing great degrees of structure in quality standards. The application then of the ISO model to quantitatively measures tourist quality management then constitutes an important intersection of cutting edge analytical tools, with foregrounded structured quality standards in the potential establishment of new modes of understanding. The standards were classified into years. This constituted two main blocks. The research is significant within the spectrum of tourism research as it reveals a number of strong insights regarding the future of tourism and the efficacy of the Spanish quality standards system. Casadesusa, Marimonb, Alonsoc (2010, p. 247) note that, “an analysis of these standardised management systems has enabled a reliable fore- cast to be made of the future diffusion of these systems in the tourist sector. Although the data are specific to Spain, the results do indicate future developments in other countries in which similar standards are being developed or in which the emerging ISO tourist standards are applied.” In these regards, the quantitative data measures demonstrate that the quality standards that have been established by the Spanish tourist industry has promoted quality tourism and will conceivably be adopted by outside regions. This is highly significant for the tourism industry as it demonstrates that standardization in quality management will become an increasing aspect of the industry. In terms of broader range concerns such standardization, while specifically applicable to the tourism industry, also indicates further degrees of globalization among Western cultural entities. Just as chain restaurants and franchises have established streamlined business practices this study demonstrates that industries are similar establishing streamlined quality standards. There are a number of further concerns related to this study. In terms of ethical elements, the study examined data through quantitative measures; as such it is highly important that the researchers are accurate and honest with the data figures. As an observer it is difficult to determine the exact extent that the researchers operated with ethical practices, but one can assume they were effective in this process. In terms of specific biases, however, one considers that the researcher had a significant amount to gain by confirming that the Spanish tourist quality standards were effective. Indeed, the entire nature of the study is contingent on this notion and through their establishing the effectiveness of this standardization the study gains great applicability. Ultimately, then one must consider the researchers’ potential bias in constructing favorable data sets. 4. Exploratory Study in Tourism: Designing an Initial, Qualitative Phase of Sequenced, Mixed Methods Research Mason, Marcjanna, & Seakhoa-King (2010) conducted an exploratory research study in tourism. The specific epistemological framework implemented by these researchers was qualitative analysis. The study indicates that while generally exploratory research is conducted in conjunction with broader ranging qualitative investigations, “Exploratory studies in the social sciences are being increasingly advocated, particularly in relation to new research themes or when addressing an existing issue from a new perspective” (Mason, Marcjanna, & Seakhoa-King, 2010, p.1). This specific study was a meta-consideration of qualitative research exploratory processes in tourism. As such the researchers indicate that the main elements of designing this study are preparation, development, and refinement. During the preparation stage the questions that will be investigated in the study need to be established. Additionally, this stage involves the data collection process, including the development of the sampling design. During stage two of the design of the exploratory study the researchers argue that the design of the process should be established. While the earlier considerations established the specific questions this stage places them into a functional framework. What is emerging is an evolutionary process of design that proceeds from abstract to more highly structured. Finally, the researchers argue that in the final stage of the study the researchers must implement refinement. This stage specifically involved conducting pilot studies and other research methods that ensure the earlier research designs are situated appropriately. There are a number of further considerations related to this study. In terms of the researches’ applicability inside and outside of the academy one recognizes that there is significant reach. While the design specifically is implemented for tourism, the processes of establishing exploratory research are applicable to nearly all qualitative models, both in academic and business settings. In terms of the researchers’ specific biases one considers that they are firmly operating within an academic paradigm. In these regards, the collection of their research methods demonstrates a strong reliance on major perspectives from within the academy on qualitative research. While such standardization has its benefits in terms of efficiency one recognizes that in streamlining the pursuit of knowledge it is possible these researchers are discounting methods of discovery that reveal newfound discoveries. In terms of ethical elements this study was larger collated from qualitative investigations into existing perspectives on establishing exploratory research. A possible way this research could be biased would be through the infusion of ideology; however, it is clear that the researchers sought impartiality in their textual descriptions. Conclusion In conclusion, this essay has explored research philosophies and principles. Within this spectrum of investigation the research has specifically considered two quantitative studies and two qualitative studies. Even as the four studies investigated are concerned with different areas of concern a number of insights were established from the collection of research. In terms of the quantitative processes it is recognized that while they share the implementation of statistics a variety of mathematical models are implemented such that there is great variety of research processes. The same variety is witnessed with the qualitative investigations. Ultimately, this essay has revealed a great variety of elements regarding these varieties of research processes. References Brannen, J. (2005). “Mixing Methods: The Entry of Qualitative and Quantitative Approaches into the Research Process.” International Journal of Social Research Methodology 8:173-184. Casadesusa, Marimonb, Alonsoc (2010). ‘The future of standardised quality management in tourism: evidence from the Spanish tourist sector.’ The Service Industries Journal. Vol. 30, No. 14, December 2010, 2457–2474 Creswell, J. W. (2003). Research design: Qualitative, quantitative, and mixed method approaches. Thousand Oaks, CA: Sage Publications. Denzin, N. K., & Lincoln, Y. S. (2000). Handbook of qualitative research ( 2nd ed.). Thousand Oaks, CA: Sage Publications. Denzin, N. K., & Lincoln, Y. S. (2011). The SAGE Handbook of qualitative research ( 4th ed.). Los Angeles: Sage Publications. Gillham, B. (2008). Developing a questionnaire (2nd ed.). London, UK: Continuum International Publishing Group Ltd. Giddens, A. (1974) Positivism and Sociology. Heinemann. London. Idrus, Khamidi, Olanrewaju (2010). ‘Quantitative analysis of defects in Malaysian university buildings: Providers’ perspective.’ Journal of Retail & Leisure Property Vol. 9, 2, 137–149. Mason, Marcjanna, & Seakhoa-King. (2010) ‘Exploratory Study in Tourism: Designing an Initial, Qualitative Phase of Sequenced, Mixed Methods Research.’ Int. J. Tourism Res. 12, 432–448 (2010) Sedmak, T. Planinc, S. Planinc. (2011) ‘Unexpected Potentials of Networking in the Hospitality Business.’ Tourism and Hospitality Management, Vol. 17, No. 2, pp. 187-200, 2011 Read More