FdA Hospitality Research Methods 5 Quantitative and Qualitative Research

Lesson Objectives To explore the principles of: Quantitative Research Qualitative Research To compare quantitative and qualitative approaches To introduce the methodologies associated with quantitative and qualitative research

Paradigms of research … ...form the basis of research methodology: Quantitative approach ( is a systematic, scientific or positivist approach) Qualitative approach (is an ethnographic, naturalistic or interpretive approach) Quantitative and Qualitative approaches together is a Mixed methods approach authored by Stephanie Fleischer © SAGE publications Ltd 2014

Quantitative and qualitative methods Can be distinguished as follows: Quantitative research data are in the form of numbers Qualitative research data are not in the form of numbers (Punch, 1998) Walle,1997 suggests a distinction between Science and Art: Quantitative research uses rigorous scientific approaches (SCIENTIFIC APPROACH) Qualitative research uses more personal, interactive approaches (ART / HUMANISTIC APPROACH)

Differences between quantitative and qualitative study designs Quantitative research designs: Specific Rigid Well structured Ensure validity and reliability Large sample Qualitative research designs: Flexible Emergent Non-sequential Small sample authored by Stephanie Fleischer © SAGE publications Ltd 2014

Principles of Quantitative Research Quantitative research is valuable when: Obtaining measurements Comparing information and opinions Testing hypotheses In this type of research the investigator is detached and impartial to the results of the study

Key features of Quantitative Research Quantitative research is generally “conclusive” and test a hypothesis Surveys and questionnaires (over 45% of respondents agreed with this statement) Experiments (Treatment A resulted in a statistically significant increase in weight gain compared with the control)

Quantitative – Sample Size Your aim would be to base results on large unbiased samples. Important to ensure that measurements based on the sample are representative of the population as a whole It also improves the chances of arriving at a statistically significant conclusion

Examples of Quantitative Research Our survey said…. Surveys and Questionnaires Measurements Experiments We will look at these in detail in ‘Methodologies’

Principles of Qualitative Research Qualitative research methods are: investigative approaches result in descriptive textual information. All about: Opinions, feelings and values Participant interpretations and responses Behavioural patterns Processes and patterns Case studies including critical incidents Information is interpreted according to a set of values belonging to the researcher

Key features of Qualitative research Qualitative research is generally exploratory in nature, it may be preceded or followed by quantitative investigations. It is especially important in the social sciences where its aim is often to understand the complex reasons for human behaviour, for example: Case studies Interviews Focus groups

Qualitative Sample Size Qualitative research generally involves individuals or a small sample size Carefully selected and may not be representative of the population as a whole – this is not an issue The value of qualitative research derives from the authentic and case specific detail. Rich and deep data However this can make it harder to compare different cases and arrive at generalised conclusions The value of qualitative research derives from the authentic and case specific detail. The information obtained is potentially richer and deeper than that obtained from numbers and statistics and can take advantage of expressing opinions, experiences and feelings

Bias in Qualitative Research Qualitative research by its very nature, implies a degree of bias Maintaining objectivity is as important during the conduct of the research as it is in reporting the findings It is therefore important to recognise the tensions between objectivity and bias Observer preconceptions, value systems and cultural influences also need to be taken into account

Quantitative –v- Qualitative Quantitative = Objectivity is the ability to arrive at a detached, unprejudiced viewpoint, based on the evidence and without the influence of feelings or emotion Qualitative = Subjectivity Is the ability to arrive at a viewpoint that takes account of personal impressions, feelings and interpretations Which is appropriate for your research?

Examples of Qualitative Research Observation Surveys and Questionnaires Interviews Case studies Focus Groups We will look at these in detail in ‘Methodologies’

Activity Compile a comparison table showing the differences and uses of quantitative and qualitative approaches Homework : Justify the choice of quantitative and/or qualitative research for your project

Reading Altinay, L. & Paraskevas, A. (2008) Planning research in hospitality and tourism, Ch 4 Bell, J. (2005) Doing your Research Project, Berkshire, Open University Press Kumar, R. (2014) Research Methodology, 4th ed. London, Sage McMillan K. and Weyers J. (2007) How to write Dissertations and Project Reports – Chs 11 & 12 Saunders et al (2003) Research methods for Business Students, Harlow, Pearson Education Wisker, G. (2009) The Undergraduate Research Handbook, Hampshire, Palgrave