Approaches Etc
Approaches Etc
Approaches Etc
Research Approaches
A research approach is the procedure selected by the researcher to collect, analyze, and
interpret data. There are three approaches to research: quantitative, qualitative, and
mixed methods.
Quantitative research is the collection and analysis of numerical data to describe,
explains, predict, or control phenomena of interest. The analysis of numerical data is
complex and must be addressed systemically. Quantitative research uses deductive
reasoning.
Qualitative research is the collection, analysis, and interpretation of comprehensive
narrative and visual data to gain insights into a particular phenomenon of interest.
Qualitative research can be characterized as the simultaneous study of many aspects of
a phenomenon and the attempt to study things as they exist naturally. This approach
uses inductive reasoning.
Mixed methods research combines quantitative and qualitative approaches by
including both kinds of data in a single study. Mixed methods research allows the
researcher to build on the relationship and strength that exists between quantitative and
qualitative research approaches. This allows for the phenomenon that is being
researched to be better understood.
Qualitative Research Approaches
Researchers employ qualitative research methods to study human behavior and habits.
It is also useful in product management for identifying the product features that will
help it to get sold. For example, a product manager planning to launch a mobile phone
would definitely want to know the habits and preferences of a target segment so that
he may incorporate the same in the design of the product. After this has been done,
quantitative research is employed to test whether the design of the product is
acceptable as per the standards or not.
Qualitative research can also be considered as the prior stage of quantitative research.
In this approach, the researchers generate various ideas and concepts that can be
converted into logical and testable hypotheses in future. These hypotheses can then be
comprehensively tested and analyzed using various techniques that come under the
purview of quantitative research. For example, a survey can be conducted before the
launch of a shampoo brand. This survey can find several popular brands. Quantitative
research can then be conducted around these brands, so that a lot of time, effort, and
resources can be saved.
Qualitative research describes the purpose for which the research is being conducted,
the importance of the researchers(s) therein, the role they will be playing, the stages
the research will follow, and the method(s) that will be adopted to analyze recorded
data.
Described below are the four most important approaches to qualitative research :
1. Ethnographic Approach
2. Field Research
3. Phenomenological Approach
4. Grounded Theory
1) Ethnographic Approach:
Ethnographic approach to qualitative research is an in-depth study of cultural groups
and is extensively used in the field of anthropology. The definition of the word
'culture' has greatly changed over time. While 'culture' earlier referred to only pre-
defined ethnic group(s) that belonged to a certain geographical location, it has now
come to include almost any organization or group. For example, this approach is now
being applied to study the culture of Non-profit organizations or NGOs.
2) Phenomenological Approach :
Phenomenological approach to qualitative research aims at identifying a phenomena or
theory by analyzing the behavior of those who participate in it, and their respective
perceptions of it. This approach has evolved from the study of the philosophy of
existentialism and other such behavioral theories.
For example, in public administration research, this approach is applied to interpret
how people perceive a certain event or symbol and what meaning they can attach to it.
Researchers collect data through narratives, in-depth personal interviews of
participants, their personal experiences, and other such techniques.
3) Field Research:
Field research is another systematized approach to qualitative research that aims to
study a situation or event over a long period of time through interactions and
observations. This method aims to closely observe the daily activities of a. social
group under prevalent conditions. Being a long-term extensive approach, it is often
termed to be a longitudinal research. This unique characteristic can make the research
carry on for months, and sometimes even years. This approach is, more often than not,
used to gather qualitative data.
For example, field research may aim to study the daily activities of the residents of a
slum and how they manage to organize their lives there. Through careful observation
over a period of several months, the researcher aims to study how these slum dwellers
respond to changes in both internal and external environment and continuously make
recordings of the same. In the above case, for example, the compiled findings may
then be used to study the economic conditions of the slum dwellers and how changes
can be brought about for their benefit.
4) Grounded Theory :
Grounded theory is a complex, inverted approach to qualitative research that was
formulated and developed by Glaser and Strauss in the 1960. Unlike other approaches,
grounded theory aims to first determine what needs to be observed or what question(s)
need to be answered and then extensively gather data that summarize said observation.
This approach does not merely aim to prove an abstract theory but aims to prove one
that is supported by in-depth observations and is based on facts.
i) Coding:
The process of coding systematically categorizes qualitative data and its
implications.
ii) Memoing :
Memoing is the process of recording one's own thoughts and ideas throughout
the study and is often imagined to be a recording of marginal notes and
comments.
iii) Integrative Diagrams and Sessions:
Diagrams are used to graphically represent the observations of the researcher and
depict -data in a manner that simplifies its link to the developing theory. They
may take the form of graphs, maps, or even cartoons, in some cases.
The first step is to determine the subject. Next, as the members of the group begin to
exchange ideas, the moderator silently observes them and ensures that the discussion
takes the course it is expected to. Any deviation(s) or non-participation by member(s)
is addressed and resolved by the moderator. At the end of the discussion, the
observations and recommendations of the group are attained and recorded by the
moderator to lay the groundwork for further research and analysis.
3) Projective Techniques :
In this method, individuals are encouraged to express their opinions on the behavior of
others under situations that have been pre-fabricated as ambiguous and vague.
Questioning is indirect and informal, and designed to observe the underlying notions
of persons. Researchers record these observations that help interpret the behavior of
these persons.
The use of randomization is a must during the selection of the research respondents.
There has to be a control group also. The research methodology should typically allow
for one variable to be manipulated at a time as otherwise the statistical analysis may
become complex. It should also allow the experiment to be replicated by other
researchers.
1) Inferential Approach :
This approach is used to infer conclusions from a set database. The aim of the
researcher is to analyse data and draw conclusions beyond the most obvious ones, and
use descriptive statistics to describe these observations.
For example, if a researcher aims study the opinion of members of a particular age-
group, such as under-graduate students, towards new university norms, he/she will
consult a small population of this group and infer conclusions based on recorded data,
for the entire group.
2) Experimental Approach :
These 'experiments are within the purview of hard sciences, such as 'physics'.
Experimental approach enables greater control over the environment under which the
research is carried out.
The first step in experimental research is to formulate theory.
3) Simulation Approach :
Simulation approach differs from other approaches of quantitative research on the
basis of the type of environment it deals with. This approach also helps in foreseeing
future conditions, thereby enabling researchers to build models that accommodate the
same.
2) Survey:
Survey data is often collected with the help of questionnaires which can be distributed
among the sample population through manual and electronic means.
3) Experiments:
Experiments are conducted by dividing members of a population into two groups,
namely, experimental group and control group. In an experiment, an independent
variable or condition is altered to study its effect on a dependent variable or condition.
This dependent variable is common to both groups of the population.