In-Depth Understanding of Different Research Methodologies Including Qualitative Research Methods, Quantitative Research Methods, and a Mixture of Both
Executive Summary
The purpose of the paper is to present in-depth analysis of different research methodologies including qualitative research methods, quantitative research methods, and a mixture of both. The quantitative and qualitative methodological approaches should not be understood as meaning that under the first uses only quantitative, but the second – only the qualitative research methods. Mentioned approaches are certain ideological systems, under which ideas about the cognitive functions of the methods and the priorities of their relevance to the scientific process are formed. The basis of quantitative research methods is always precise mathematical and statistical models that allow in a result to have precise quantitative values of the studied parameters. Qualitative research strategy focuses on representative coverage and analysis of the quantitative distribution of the characteristic features in defined social phenomena that are oriented on precisely allocated general and basic features.
The advantages and disadvantages of qualitative and quantitative research methods were described in details. However, the mix of qualitative and quantitative methods makes it possible to attain high dependability of the findings, grasp and consider the contextual characteristics of the study, use the values of flexibility and honesty in the collection of data, as well as a complete method to the interpretation of the research problem. Finally, proper conclusions were given.
Introduction
Discussion, Analysis and Evaluation
Speaking of the correlation between quantitative and qualitative methods in research, it should be emphasized that if quantitative methods are aimed at the identification of quantitative features of processes, qualitative methods are addressed in the qualitative aspect of these processes. Qualitative analysis is a prerequisite for the application of quantitative methods. It is aimed at the identification of the internal data structure, i.e., clarification of the categories that are used to describe them. Qualitative methods allow analyzing the common of two or more symptoms, omitting the sight of their differences (Bluhm, Harman, Lee and Mitchell, 2011). Qualitative methods are categorized by a first-direction, where investigators attempt to be at one with their study phenomena in a manner that other techniques do not need, authorize or even inspire (Birkinshaw, Brannen and Tung, 2011).
The quantitative (statistical) analysis methods are widely used in scientific research. Quantitative effort often forms concept in the visible end by elaborating hypotheses that are formerly verified. Quantitative researchers usually follow thorough plans since data gathering is so concentrated on verifying a priori theorizing (Corley, 2012).
The modern economy is based on the use of mathematical models of production processes, exchange and consumption of goods. Sociologists use statistical methods for processing the results of mass public opinion polls. Psychologists apply apparatus of mathematical statistics to create reliable diagnostic tool – tests. Mathematics is a powerful tool for the analysis of empirical data and the construction of a scientific theory. Although the application of mathematical methods has some features in comparison with the exact sciences, the general principles are universal (Coulter, 2005).
For example, when working in the field of intercultural communication, specialists at work face a number of problems, which are caused by cultural, linguistic differences between individuals, their specific experience, communicative style features of the respondents and interviewers. Simultaneous use of qualitative and quantitative methods allows avoiding such problems.
Quantitative research is the primary tool of getting necessary information for planning and decision-making, when appropriate hypotheses about the behavior of consumers have already been formed. Based on the results of quantitative researches, the production volumes and profitability may be calculated; price and product options can be generated; an unoccupied niche market can be found and much more (Takahashi, Ishikawa and Kanai, 2012). The main merit of quantitative researches is that they reduce the risk of making wrong decisions and choices of inaccurate planning options. Quantitative research is the most adequate means of numerical evaluation, namely market size and the structure of supply and demand; sales of market operators; prospects for product development; effectiveness of the various activities of the company to support and promote the product; directions of development of the product portfolio and its individual components; the effectiveness of promotional activities; the efficiency of the distribution network; consumer reaction to the possible marketing actions producer, etc. (Coulter, 2005).
Qualitative research widely use projective and stimulating techniques – unstructured, non-legislative ways of asking questions that help the researcher to uncover the motives, beliefs, attitudes, relationships, preferences, values, degree of satisfaction, the problems of the respondents, etc. regarding the products or brands (Bettis, Gambardella, Helfat and Mitchel, 2015). Projective techniques help to overcome such difficulties of communication, as the verbalization of feelings, attitudes, etc., as well as the identification of latent motives, implicit plants displaced by the senses, etc. Qualitative research is widely used in the study of consumption patterns, consumer behavior and the factors that determine the choice; relation to products, brands and companies; degree of satisfaction with existing products; purchase intent, etc. (Takahashi, Ishikawa and Kanai, 2012).
As a particularistic and deductive, quantitative research is conducted on the basis of formulating scientific hypotheses and then verifying its validity empirically by receiving digital data (Frankfort-Nachmias and Nachmias, 1992). With this method of studying, the probability of bias, caused by personal characteristics of the researcher or proposed by it interpretation, is low. Researchers have an opportunity to consider the communicative process as a concrete, tangible phenomenon and analyze the ego from the side, without direct contact with the communicating parties (Ting-Toomey, 1984).
Accurate and detailed formulation of the scientific problem (Frankfort-Nachmias & Nachmias, 1992);
Precise and clear definition of the independent and dependent variables in the research process;
Strict adherence to the goal and objectives of the research, the ability to obtain more objective results, check the accuracy of the hypothesis, establish cause-and-effect relationships;
The high level of reliability and accuracy of the data obtained as a result of sociological surveys, laboratory experiments, structured interviews, etc. (Balsley, 1970);
Elimination and minimization of subjective conclusions (Kealey and Protheroe, 1996);
The possibility of prolonged, repeated measurements.
The disadvantages of quantitative methods are:
The inability to obtain information about the situational context of the phenomenon under investigation;
The inability to control all the circumstances and context that do not affect the quality of responses;
The limitation of the findings, which is due to the format of the study: the clarity of the formulation of questions, the strict adherence to the goals and objectives;
The lack of ability to carry out a study of the evolving processes and phenomena in the dynamics.
The basis of qualitative research is the interpretation, which can be characterized by three features. First, qualitative research is a study of discourse (text and its implementation in an interview). Second, the method facilitates the study of interpretive principles that are used by people in the decryption of information. Third, qualitative research is to identify contextually-forming factors, i.e. the specifics of communicants’ casts, the physical context of the situation of communication, modification of situational events that affect the discourse interpretation (Ting-Toomey, 1984).
Advantages of qualitative methods include (Coulter, 2005):
Receiving the most realistic picture of the phenomenon, which cannot be obtained by statistical analysis and digital codes;
Flexible methods of data collection, analysis and interpretation;
Using of a holistic approach to the phenomenon under investigation (Bogdan and Taylor, 1975; Patton, 1980);
Interoperability with research participants in their own language and in terms of their environment (Kirk and Miller, 1986);
Using of descriptions, based on primary and unstructured data;
Disadvantages of qualitative methods are (Takahashi, Ishikawa and Kanai, 2012):
The offset of the original objectives of the study as a result of the changing nature of the context (Cassell and Symon, 1994);
Drawing conclusions, which have a personal coloring of the researcher;
The inability of study of the causal relationship between the studied phenomena;
The problem of explaining the difference between quality and quantity of information received from various respondents and formulation on the basis of this information of differing, incompetent conclusions;
The high level of professionalism of the researcher as a necessary condition to obtain an objective and relevant information;
The lack of complete objectivity and reliability of the conclusions, since the respondent can choose what to say.
Conclusion
Qualitative and quantitative methods should complement each other. The combination of quantitative and qualitative methods can cover by the study the breadth of the phenomenon (social distribution), for example, unemployment, poverty, lack of social protection, and so on and the depth, as well as to outline the practical steps for the prevention or active intervention of the worker. The key to success of any research is its systematic and comprehensive approach to solving problems (Barczak, 2015).
Quantitative studies allow to have a high reliability of the results obtained and the qualitative – to conduct in-depth analysis. In addition, as a result of combination of such methods the ability to compensate for the shortcomings of one by using advantages of others appears. Disadvantages of quantitative method are compensated by the possibility of interaction with respondents during the interview, as well as the study of the context and the release of new research topics. Disadvantages of qualitative method, in turn, will be minimized by a clear definition of the problem of the study, a comparison of the data with the results of the statistical analysis, as well as through a strong theoretical research base. The combination of qualitative and quantitative methods makes it possible to achieve high reliability of the results, grasp and understand the contextual aspects of the research, use the principles of flexibility and openness in the collection of data, as well as a holistic approach to the interpretation of the research problem (Balsley, 1970; Takahashi, Ishikawa and Kanai, 2012).
References
Balsley, H.L. (1970). Quantitative research methods for business and economics. New York: Random House.
Barczak, G. (2015). Publishing Qualitative versus Quantitative Research, Journal of Product Innovation Management, 32(5), p. 658.
Bettis, R. A., Gambardella, A., Helfat, C. and Mitchel, W. (2015). Qualitative empirical research in strategic management, Strategic Management Journal, 36(5), p. 637-639.
Birkinshaw, J., Brannen M. Yo. and Tung, R. L. (2011). From a distance and generalizable to up close and grounded: Reclaiming a place for qualitative methods in international business research, Journal of International Business Studies, 42, p. 573–581.
Bluhm, D. J., Harman, W., Lee, Th. W. and Mitchell, T. R. (2011). Qualitative Research in Management: A Decade of Progress, Journal of Management Studies, 48(8), p. 1866–1891.
Bogdan, R. and Taylor, S.J. (1975). Introduction to qualitative research methods. New York: John Wiley.
Cassell, C. and Symon, G. (1994). Qualitative research in work contexts. In C. Cassell, & G. Symon (Eds.), Qualitative methods in organizational research (pp. 1-13). Thousand Oaks, CA: Sage Publications.
Corley, K. (2012). Publishing in AMJ – Part 7: What’s Different about Qualitative Research? Academy of Management Journal, 55(3), p. 509–513.
Coulter, K. S. (2005). An examination of qualitative vs. quantitative elaboration likelihood effects, Psychology & Marketing, 22(1), p. 31–49.
Frankfort-Nachmias, C. and Nachmias, D. (1992). Research methods in the social sciences (4th ed.). New York: St. Martin’s Press.
Kealey, D.J. and Protheroe, D.R. (1996). The effectiveness of cross-cultural training for expatriates: An assessment of the literature on the issue, International Journal of Intercultural Relations, 20(2), 141-165.
Kirk, J. and Miller, M.L. (1986). Reliability and validity in qualitative research, Qualitative Research Methods Series, 1, Beverly Hills, CA: Sage Publications.
Patton, M.Q. (1980). Qualitative evaluation methods. Newbury Park, CA: Sage.
Takahashi, K., Ishikawa, J. and Kanai, T. (2012). Qualitative and quantitative studies of leadership in multinational settings: Meta-analytic and cross-cultural reviews, Journal of World Business, 47(4), p. 530–538.
Ting-Toomey, S. (1984). Qualitative research: An overview. In W.B. Gudykunst, & Y.Y. Kim (Eds.), Methods for intercultural communication research (pp. 169-184). Beverly Hills, CA: Sage Publications.
