Research Methods

Unit III
Research Design

Research Methodology
Research Design

General plan of the way in which RQ will be

answered
Contains clear objectives derived from RQ:
Purpose of the research
Specifies research methodologies, sources of
data, research instruments, sampling plan and
contact methods.
Time horizons

Research Methodology
Research Design

Valid reasons for a research design

must be stated and must be
consistent with RQ and objectives.
No research is inherently superior to the
other or is mutually exclusive.
Research design can have more than
one purpose.

Research Methodology
Research Design

Research Methodology- Decide on the type

of research that will work better for the
purpose of the project:
To explain
To predict
To monitor
To discover
To test hypothesis
Provide information being sought

Research Methodology
Research Design

i.
ii.

Data Collection - Laying out a plan to

collect the information with the
research method selected.
Acquiring pre-existing research
Undertaking new research
Quantitative
Qualitative

Research Methodology
1.

a)
b)
c)
d)

Study Design
Quantitative collection of data that
generates or uses numerical data,
research that quantifies the data and
generalises the results from the sample
population.
Experimental and Quasi experimental
Causal comparative
Descriptive: cross-sectional &
longitudinal
Correlational and predictive

Research Methodology
2.

a.
b.
c.
d.

Study Design
Qualitative an approach to data
collection that involves in-depth
investigation.
Data relevant to a topic is collected and
grouped into meaningful categories.
Ethnography
Case study
Grounded Theory
Phenomenology

Research Methodology
Study Design
Deductive Approach- a clear
theoretical position is developed prior to
the collection of data.
Inductive Approach developing
theory after the data has been collected.

Research Methodology
Study Design

Theory a formulation regarding the

cause and effect between two or more
variables which may or may not have
been tested (Gill & Johnson, 2002:229).
Theory should inform more that just your
research design , should also inform your
research objective and questions.
Theory serves as an existing framework
to make order/sense of the complexity.

Research Methodology
Research Design

Quantitative
The systematic empirical investigation
of social phenomena via statistical,
mathematical or computational
techniques.
The objective of quantitative research
is to develop and employ mathematical
models, theories and/or hypotheses
pertaining to phenomena.

Research Methodology
Research Design
Quantitative
Asking
a specific, narrow question and
collecting numerical data from participants to
answer the question.
The researcher analyzes the data with the
help of statistics. The researcher is hoping
the numbers will yield an unbiased result that
can be generalized to some larger population

Research Methodology
Quan. Study Design
1.

Exploratory Research purpose is to

reach a better understanding of a
problem.
When there is little understanding of a
topic and it is impossible to formulate
hypotheses without some research e.g.
literature review, impersonal interviews
with researchers, population etc .

Research Methodology
2.

Quan. Study Design

Experimental Research - commonly used
in sciences such as sociology and
psychology, physics, chemistry, biology
and medicine etc.
Research design which use manipulation
and controlled testing to understand causal
processes. Generally, one or more
variables are manipulated to determine
their effect on a dependent variable.

Research Methodology
Quan. Study Design
Experimental Research is often used
where:

There is time priority in a causal

relationship (cause precedes effect)

There is consistency in a causal

relationship (a cause will always lead to
the same effect)

The magnitude of the correlation is

great.

Research Methodology
Quan. Study Design
Experimental Research

An experiment where the researcher

manipulates one variable, and
control/randomizes the rest of the
variables. It has a control group, where the
subjects have been randomly assigned
between the groups, and the researcher
only tests one effect at a time. It is also
important to know what variable(s) you
want to test and measure.

Research Methodology
Quan. Study Design
3.

Quasi-experimental Research- The

prefix quasi means, sort of Specifically,

a study that includes a manipulated
independent variable but lacks important
controls (e.g., random assignment).
Or a study that lacks a manipulated
independent variable but includes
important controls.

Research Methodology
Study Design
4.

Causal Comparative - Causalcomparative research, like correlation

research, seeks to identify associations
among variables.
Causal-comparative research attempts
to determine the cause or consequences
of differences that already exist
between or among groups of
individuals.

Research Methodology
Quan. Study Design
Causal Comparative Research

The basic causal-comparative approach is to

begin with a noted difference between two
groups and then to look for possible causes
for, or consequences of, this difference.
There are two types of causal-comparative
research (exploration of causes, exploration
of consequences), which differ in their
purposes and structure.

Research Methodology
Quan. Study Design
Causal Comparative

When an experiment would take a

considerable length of time and be quite
costly to conduct, a causal-comparative
study is sometimes used as an alternative.
As in correlational studies, relationships can
be identified in causal-comparative study,
but causation cannot be fully established.

Research Methodology
Quan. Study Design
Causal-Comparative vs Correlational Research
The basic similarity between causalcomparative and correlational studies is
that both seek to explore relationships
among variables. When relationships are
identified through causal-comparative
research, (or in correlational research),
they often are studied at a later time by
means of experimental research.

Research Methodology
Quan. Study Design
5.

Descriptive Research
Provides accurate description of a phenomenon
occurring e.g. age group buying a particular
brand or product market share.
Involves the description of the extent of
association between variables, e.g. describing
but not explaining the relationship between a
geographical area of consumers and their
tendency to consume a particular product.

Research Methodology
Quan. Study Design
Descriptive Research

Most popular and used extensively when the

purpose is to explain, monitor and test
hypothesis.
Also used to a lesser extent to make
predictions and discovery.
Specific RQ and research plan must be
formulated before research is undertaken.

Research Methodology
Quan. Study Design
Descriptive Research
Cross-sectional studies study of a
particular phenomenon (or phenomena)
at a specific time.
Longitudinal studies the study of a
particular phenomenon over an
extended period of time.

Research Methodology
6.

Quan. Study Design

Correlational strategy where two
variables are measured without any
manipulation to determine whether
there is a relationship e.g. height and
weight
Correlational and predictive studies:
Shows prediction of a future event or
outcome from a variable

Research Methodology
Research Design
Qualitative

Aim
is
to
gather
an
in-depth
understanding of human behavior and the
reasons that govern such behavior.
Investigates the why and how of decision
making, not just what, where, when.

Research Methodology
Research Approaches
Qualitative

Smaller but focused samples are more

often needed than large samples
In the conventional view, qualitative
methods produce information only on the
particular cases studied, and any more
general conclusions are only propositions
(informed assertions).

Research Methodology
1.

Qual. Study Design

Ethnography- strategy that focuses on
describing or interpreting the social
world through first hand field study.
Researcher needs to be immersed in the
world being studied and must be flexible
and responsive to change to develop
new patterns of thought about what is
being observed.
Time consuming

Research Methodology
Ql. Study Design
2.

Case Studies investigating a

phenomenon in its real life context
using multiple sources of evidence.
Provides answers for why, what and
how and is often used for exploratory
research. Data collection techniques
vary and is often combined.

Research Methodology
Ql. Study Design
Case Studies
Likely to use and triangulate multiple
sources of data in order to ensure they are
telling you what you think they are telling
you.
Done primarily by observing relevant
persons actions and situations and often
done when respondents may be unwilling
or unable to provide the information

Research Methodology
Qual. Study Design
3.

Grounded Theory- starting data collection

without the formation of an initial theoretical
framework.
Involves an inductive approach
Theory is then developed from data generated
by a series of observation.
These data will lead to the generation of
predictions which are tested in further
observations or interviews.

Research Methodology
Ql. Study Design
Grounded Theory is not:
An excuse to ignore the literature
To defer reading existing theory until the
data is collected and analysed.
A presentation of raw data.
Theory testing, content analysis or word
counts.
Not perfect

Research Methodology
4.

Qual. Study Design

Phenonemalogy- philosophy that sees
social phenomena as socially
constructed and is concerned with
assigning meanings and gaining insights
into those phenomena.
The way in which we make sense of the
world.

Research Methodology
Research Design
Can be qualitative or quantitative.
Consist of both secondary and/or primary
research.
Mono method single research design and
analysis procedure.
Multiple/mixed method - using more
than one research design and analysis
procedure.