1. FdA Hospitality Research Methods
5 Quantitative and Qualitative Research

2. 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

3. 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

4. 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)

5. 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

6. 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

7. 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)

8. 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

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

10. 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

11. 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

12. 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

13. 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

14. 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?

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

16. 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

17. 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