RESEARCH METHODOLOGY:

TYPES AND DESIGN

F. M. Kapepiso
 Learning objectives

At the end of the lecture, you should be able to:

• Define research methodology and research design
• Explain the two main research approaches/ methods
• Describe the general characteristics and purpose of
quantitative research design
• Describe the general characteristics and purpose of
qualitative research design
 Introduction
• Data collection is time consuming but it is the most important
part of research which helps us understand and explain the
unknown, and add new knowledge to existing knowledge
• Research methodology is the how of collecting data and the
processing thereof within the framework of the research process.
• Two basic methodologies for collecting data – quantitative and
qualitative
• The methodology of research broadly comprehends research
design, scope of research, sample design in case of sample study,
research instruments design and methodology of data collection
and data analysis.
• Research design is a plan, a structure and a strategy of
investigation conceived to obtain answers to various issues in
research and to control variance.
 Types of Research Methods
• Two basic types of research methods: Quantitative and Qualitative methods
• Quantitative methodology is associated with analytical research, and
its purpose is to arrive at a universal statement (Mouton, 1983).
Quantitative Research is a research based on structured data collected
from a large representative sample, designed to test the given
hypotheses.
– In quantitative methodology, the research assigns numbers to observations by
counting and measuring things or objects, data is produced
(Bryman, 1984)
• Qualitative research refers to research that produces descriptive data –
generally the participant`s own written or spoken words pertaining to
their experience or perception. Usually no numbers or counts are
assigned to these observations.
• Qualitative Research is a “systematic inquiry into the meaning.” Gary D.
Shank (2006) It is based on experiences as lived, felt or undergone.
– The indispensable condition or qualification for qualitative methodology is a
commitment to perceiving the world from the point of view of the actor or
participant
– The researcher is concerned with understanding, rather than explaining (De
Vos et al., 2002)
 Features of Quantitative Research
1. Measurement of variables: It attempts to measure the variables based on the
hypotheses derived from literature review or past researches or experiences.
Variables are the main focus of quantitative research.
2. Causality: Quantitative research attempts to establish causality or cause and
effect relationship between the independent and dependent variables.
3. Generalisation: Quantitative research attempts to generalize the results beyond
the sample to the population. However, for this it is necessary that the sample is
large and representative.
4. Replication: An attempt is made to determine whether the results would hold
good in similar circumstances elsewhere also.
 Features of Qualitative Research
1. Diagnostic: It is diagnostic and explores certain kind of behaviour such as brand loyalty,
customer satisfaction, quality of work life, etc., in business research. It probes rather than
counting.
2. Subjective: It is subjective for its findings cannot be supported by rigorous statistical tests.
3. Conceptual: Qualitative research provides a useful conceptual link between people and
decision makers.
4. Explores human behavior: Provides highly useful sets of statistics on variety of aspects of
human behaviour . Being flexible and unstructured it can be useful in exploring minds of
people. It is therefore, deeply insightful and illuminative.
5. Dynamic: Qualitative research allows for a great variety of approaches.
6. Soft skills as tools: Qualitative research is built around such tools as interviews, focus
groups, participant observations, ethnography, case studies, narratives and oral history,
and the like (Cresswel, 1998)
 Quantitative Versus Qualitative Research
Quantitative Research Qualitative Research
1 Researchers test hypotheses that Researchers capture and discover
are stated at the beginning meaning once they become immersed
in the data

2 Concepts are in the form of distinct Concepts are in the form of themes,
variables motifs, generalisations, and
taxonomies
3 Measures are systematically Measures are created in an ad hoc
created before data collection and manner and are often specific to the
are standardised individual setting or researcher

4 Data are in the form of numbers Data are in the form of words and
from precise measurement images from documents, observations,
and transcripts
 Quantitative Versus Qualitative Research
Quantitative Research Qualitative Research
5 Theory is largely causal and is Theory can be causal or non-causal
deductive and is often inductive

6 Procedures are standard, and Research procedures are particular,

replication is frequent and replication is very rare

7 Analysis proceeds by using statistics, Analysis proceeds by extracting

tables, or charts and discussing how themes or generalisations from
what they show relates to evidence and organising data to
hypotheses present a coherent, consistent
picture (Neuman, 2014)
 Typical Characteristics of Quantitative Versus
Qualitative Approaches
Question Quantitative
1 What is the purpose of the To explain and predict
research? To confirm and validate
To test theory
2 What is the nature of the Focused
research process? Known variables
Established guidelines
Pre-planned methods
Somewhat context-free
Detached view
3 What are the data like, and Numerical data
how are they collected? Representative, large
sample
Source: Leedy & Ormrod, 2015 Standardised instruments
Qualitative
To describe and explain
To explore and interpret
To build theory
Holistic
Unknown variables
Flexible guidelines
Emergent methods
Context-bound
Personal view
Textual and/ or image-
based data
Informative, small sample
Loosely structured or non-
standardised observations
and interviews
 Typical Characteristics of Quantitative Versus
Qualitative Approaches
Question Quantitative Qualitative

4 How are data analysed Statistical analysis Search for themes and
to determine their categories
meaning? Stress on objectivity Acknowledgement that analysis
is subjective and potentially
biased
Primarily deductive reasoning Primarily inductive reasoning
5 How are the findings Numbers Words
communicated? Statistics, aggregated data Narratives, individual quotes

Formal voice, scientific style Personal voice, literary style (in

some disciplines)
 Quantitative Research Designs
Methodology General Characteristics and Purposes

1 Survey Research A study designed to determine the incidence, frequency,

and distribution of certain characteristics in a
population, especially common in business, sociology
and government research
2 Developmental An observational-descriptive type of research that either
Research compares people in different age groups (a cross-
sectional study) or follows a particular group over a
lengthy period of time (a longitudinal study). Such
studies are particularly appropriate for looking at
developmental trends
3 Experimental A study in which participants are randomly assigned to
Research groups that undergo various researcher-imposed
treatments or interventions, followed by observations or
measurements to assess the effects of the treatments
 Quantitative Research Designs…
Methodology General Characteristics and Purposes

4 Ex Post Facto An approach in which one looks at conditions that have

Research already occurred and then collects data to investigate a
possible relationship between these conditions and
subsequent characteristics or behaviours
5 Quasi- A method similar to experimental research but without
Experimental random assignment to groups
Research
6 Correlational A statistical investigation of the relationship between two or
Research more variables. Correlational research looks at surface
relationships but does not necessarily probe for causal reasons
underlying them. For example, a researcher might investigate
the relationships among high school seniors` achievement test
scores and their grade point averages a year later when they
are first year college students
 Qualitative Research Designs
Methodology General Characteristics and Purposes

1 Content A detailed and systematic examination of the contents of a

Analysis particular body of material (e.g., television shows, magazine
advertisements, Internet websites, works of art) for the
purpose of identifying patterns, themes, or biases within that
material.
2 Ethnography A type of qualitative inquiry that involves an in-depth study of
an intact cultural group in a natural setting

3 Grounded A type of qualitative research aimed at deriving theory through

Theory the use of multiple stages of data collection and interpretation
Research
 Qualitative Research Designs…
Methodology General Characteristics and Purposes

4 Case Study A type of qualitative research in which in-depth data are

gathered relative to a single individual, program, or event for
the purpose of learning more about an unknown or poorly
understood situation
5 Historical An effort to reconstruct or interpret historical events through
Research the gathering and interpretation of relevant historical
documents and/or oral histories
6 Phenomenolo A qualitative methodology that attempts to understand
gical Research participants` perspectives and views of physical or social
realities
Source: Leedy, P. D. & Ormrod, J. E. (2015, p.102). Practical research: Planning and
design. Boston: Pearson.
Thanks