1. The way we make reasoning
Deductive logic
Begins with one or more premises, reasoning then proceeds logically from these premises toward conclusions that must also be true.
All plants produce energy through photosynthesis (premise 1)
Tulip is a type of plant (premise 2)
Tulip produce energy through photosynthesis (conclusion)
If the premise is wrong, we may get wrong conclusion but still it is logically valid.

2. The way we make reasoning
Induction reasoning
Use specific instances or occurrences to draw conclusion.
All observed crows are black; therefore, all crows are black.
I see more traffic this year; therefore, the traffic is heavier this year than last year.
Not considered as formal logical, hard to test the validity

3. Deductive Research Testing the theory
Considered as the scientific method
Universality
Could be carried out by any competent person
Replication
Control
Measurement
Data can be measured

4. Deductive Research Features
Carry out large scale literature review to gather enough theories or evidence as premises
Use deductive logic to derive a set of hypotheses
Systematically gather data relevant to the hypothesis
Statistically test and interpret the data to see if they support the hypothesis

5. Example of deductive research
An empirical study of the effects of interactivity on web user attitude, International Journal of Human-Computer Studies

6. Inductive Research Building theory
Start from the data, begin to detect patterns and regularities, formulate some tentative hypotheses, end up developing some general conclusions or theories

7. Comparision Deductive research Inductive research
Scientific principles
Moving from theory to data
The need to explain causal relationships
The collection of quantitative data
Highly structured approach
Researcher independence of what is being researched
The request for generalization
Inductive research
Gaining an understanding of the meanings humans attach to events
A close understanding of the research context
The collection of qualitative data
Flexible structure
Researcher is usually part of the research process
Less concern with the need to generalize

8. How do we choose? Depends on your research topic
Depends on the previous research
Depends on the time
Depends on the risks
Something less practical… your own style
(Go to slide 23 now)

9. Different research strategies
Experiment
Survey
Case study
Cross-sectional and longitudinal studies
Grounded theory
Ethnography
Action research

10. Experiment Classical deductive research
Is generally used to find causal relationships
Definition of a theoretical hypothesis
Recruiting of subjects (not in large number)
Allocation of subjects to different experimental conditions
Introduction of planned change on one or more of the variables
Measurement on small number of the variables
Control of the other variables

11. Example of Experiment research
An empirical study of the effects of interactivity on web user attitude, International Journal of Human-Computer Studies

12. Survey Usually associated with the deductive approach
Allow the collection of a large amount of data from a sizable population in an economical way
Questionnaire is the most popular data collection method
Designing and testing questionnaire is the most importing part of a survey research

13. Research questions appropriate for a survey
Self-reported beliefs or behaviors.
Ask many questions, measure many variables and test several hypotheses in a single survey
Behavior
Attitudes/beliefs/opinions
Expectations
Self-classification
Knowledge

14. Survey Types Cross-sectional design Collects data at one time
Longitudinal Designs
Takes place over time with two or more data collections

15. Case study
Involves an empirical investigation of a particular phenomenon within its real life context using multiple sources of evidence
Inductive research
Data are collected from interviews, focus groups and so on.
Study one case or a few cases ( comparative case studies )

16. Examples of a case study

17. Ethnography Firmly rooted in the inductive approach
Comes from the disciplines of social and cultural anthropology
Researchers have to immerse themselves in the life of people they study
Main difference with case study is the extent to which the researcher immerses in the life of the social group under study
A significant amount of data are collected through observation
Very time consuming

18. Action Research very cool!
Main features
collaborative activity among colleagues
searching for solutions to everyday, real problems experienced
Collaboration between practioners and researchers
Results should have implications beyond the immediate project
It is a reflective process that allows for inquiry and discussion as components of the “research.” Often, action research is a collaborative activity among colleagues searching for solutions to everyday, real problems experienced in schools, or looking for ways to improve instruction
and increase student achievement. Rather than dealing with the theoretical, action research allows practitioners to address those concerns that are closest to them, ones over which they can exhibit some influence and make change.

19. Using multi-methods
Different methods can be used for different objectives in a study
Enables triangulation
The application and combination of several research methodologies in the study of the same phenomenon
Methodological debate is necessarily pervasive in most fields of applied research. The undertaking
of a research study requires great consideration as to the appropriateness and validity of any chosen
method. The types of data sought, what is to be done with the data, available resources, time
constraints, sampling capabilities, and skills of the researchers are some of the factors that
contribute to the determination of what research methods are best for any given project. There are
generally considered to be two methodological approaches to data collection and analysis:
qualitative and quantitative.
Qualitative researchers reject the idea that human behavior can be studied with the same methods as
the natural or physical sciences, assuming that human behavior is always bound to the context in
which it occurs, and, therefore, behavior must be studied holistically rather than through
manipulation. Qualitative research is an intensely personal and subjective style of research. On the
other hand, quantitative researchers strive for testable and confirmable theories that can explain
how one set of variables is related to another. Quantitative research reduces human behavior to a
set of finite characteristics that can be quantified and operationalized so that they can easily be
tested.
Over the past decade, there has been an increasing trend of blending quantitative and qualitative
data within a study to provide a broader, deeper perspective. This approach is called methods
triangulation. Both quantitative and qualitative research designs seek reliable and valid results.
Data that are consistent or stable as indicated by the researcher's ability to replicate the findings is
of major concern in the quantitative arena, while validity of the qualitative findings are paramount
so that data are representative of a true and full picture of constructs under investigation. By
combining methods, advantages of each methodology complements the other making a stronger
research design with resulting more valid and reliable findings. The inadequacies of individual
methods are minimized and more threats to internal validity are realized and addressed

20. Credibility of research findings
How do I know what I know?
Is the source reliable? Are the raw data reliable? Is the conclusion valid? Is it just some coincidence?
Triangulation is a way help you make judgment
Reliability & validity of the design
Reliability mainly deals with “repeatibility”
Validity is concerned with whether the findings are really about what they appear to be about

21. Validity and Reliability
Think in terms of ‘the purpose of tests’ and the ‘consistency’ with which the purpose is fulfilled/met
Validity and Reliability
Neither Valid
nor Reliable
Reliable but not Valid
Fairly Valid but
not very Reliable
Valid & Reliable

22. Validity Depends on the PURPOSE Measuring what ‘it’ is supposed to
Matter of degree (how valid?)

23. Reliability Consistency in the type of result a test yields
Time & space
participants
Not perfectly similar result but ‘very close-to’ being similar
When someone says you are a ‘reliable’ person, what do they really mean?
Are you a reliable person? 

24. Validity of the methodology
Internal validity
The extent to which its design and the data that it yields allow the researcher to draw accurate conclusions about cause and effect and other relationships within the data
External validity
The extent to which the conclusions drawn can be generalized to other contexts
Real-life setting
A representative sample
Replication In a different context