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MGMT2003 > Quantitative and Qualitative Research > Flashcards

Quantitative and Qualitative Research Flashcards

1
Q

Categorically what are the differences between quantitative and qualitative research?

A
  • Philosophy
  • Object/Purpose
  • Approach
  • Role of researcher
  • Data Collection
  • Data Collected
  • Samples
  • Outcome
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2
Q

What are the philosophical differences between quantitative and qualitative research?

A
  • Quantitative
    • Positivist
      • One reality
      • If the aim of the research is to establish the facts of some phenomenon, there is scope for the project of be situated in a positivist framework
  • Qualitative
    • Constructivist, interpretevist etc
      • World is co-constructed and made up of many different realities
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3
Q

What are the differences in objective/purposes between quantitative and qualitative research?

A
  • Quantitative
    • Descriptive/explanatory
  • Qualitative
    • Exploratory/descriptive understanding
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4
Q

What are the differences in approach between quantitative and qualitative research?

A
  • Quantitative
    • Deductive (theory-measure-test-theory)
  • Qualitative
    • Inductive (observation-interpretation-theory)
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5
Q

What are the differences in the role of the researcher between quantitative and qualitative research?

A
  • Quantitative
    • Uninvolved
  • Qualitative
    • Immersed/involved
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6
Q

What are the differences in data collection between quantitative and qualitative research?

A
  • Quantitative
    • Structured
  • Qualitative
    • Unstructured, pattern making
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7
Q

What are the differences in the data collected between quantitative and qualitative research?

A
  • Quantitative
    • Numbers/statistics
  • Qualitative
    • Words, images, objects/artifcats
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8
Q

What are the differences in samples between quantitative and qualitative research?

A
  • Quantitative
    • Large/Probabilistic
  • Qualitative
    • Small/probabilistic to purposive
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9
Q

What are the differences in outcomes between quantitative and qualitative research?

A
  • Quantitative
    • Generalisable
  • Qualitative
    • Idiographic
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10
Q

In quantitative research what happens to concepts and how is this done?

A
  • Concepts → Variables → Indicators

- Via operationalisations

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11
Q

What is operationalisation?

A
  • The process of identifying scales that correspond to variance in a concept that ill be involved in a research process
  • The process of identifying the actual measurement scales to assess the variables of interest
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12
Q

What are concepts in quantitative research?

A
  • A generalised idea about a class of objects that has been given a name
  • An abstraction of reality that is the basic unit for theory
    development
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13
Q

What are variables in quantitative research?

A
  • Differing values of a concept
  • Requires measurement defined as “the process of describing some property of a phenomenon of interest, usually by assigning numbers in a reliable and valid way”
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14
Q

What are indicators in quantitative research?

A

Quantitative information that can be collected through a number of scales, constructs, indices, composites and through instruments

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15
Q

What are correspondence rules?

A

Indicate the way in which a certain value on a scale corresponds to some true value of a concept

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16
Q

What are constructs in quantitative research?

A

Concepts that are measured with multiple variables

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17
Q

What is true of qualitative research?

A

Lacks intersubjective certifiability: the ability of different individuals following the same procedure to produce the same results or come to the same conclusions

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18
Q

How are business objectives addressed through qualitative research?

A
  • Techniques that allow the researcher to provide elaborate
    interpretations of phenomena without depending on numerical measurement
  • The focus is on discovering inner meanings and new insights
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19
Q

What are the orientations of qualitative research?

A
  • Phenomenology
  • Ethnography
  • Grounded Theory
  • Case Studies
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20
Q

What is the phenomenological orientation to qualitative research?

A
  • Human experience is inherently subjective and determined by the context in which people live
  • Focuses on the lived experiences from the perspectives of those doing the living
  • Fits within a framework of constructivism
  • Researcher is careful to avoid asking direct questions or directing the research encounter to any discernible degree: he facilitates the participants descriptions or explanations
  • Hermeneutic - related
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21
Q

What is the entographical orientation to qualitative research?

A
  • Way of studying cultures through methods that involve becoming highly active within that culture and community
  • Participant-observation
    • Researcher becomes immersed within the culture they are studying
  • Useful for studying children, organisational cultures
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22
Q

What are hermeneutics?

A
  • The theory of interpretation and the study of the processes of interpretation
  • An approach to understanding phenomenology that relies on analysis of texts in which a person tells a story about him or herself
  • Hermeneutic unit - a text passage from a respondents sorry that is linked with a key theme from within the story or provided by the researcher
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23
Q

What is the grounded theory orientation to qualitative research?

A
  • An inductive investigation in which the researched draws meaning from information obtained
  • Does not begin from theory but instead develops one
  • Particularly applicable in highly dynamic situations involving rapid and significant change
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24
Q

What is the case study orientation to qualitative research?

A

In depth studies of the phenomenon investigated

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25
Q

What is laddering?

A

Particular approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at the attribute level, the benefit level and the value or motivation level

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26
Q

What are techniques to qualitative research?

A
  • Focus groups
  • Depth interviews
  • Free association
27
Q

What are the categories in assessing research?

A
  • Truth value
  • Applicabilty
  • Consistency
  • Neutrality
28
Q

In assessing research, what is truth value and how is it applied?

A
  • How can one establish confidence in the ‘truth’ of the findings of a particular inquiry for the subjects (respondents) with which and the context in which the inquiry was carried out?
  • Quantitative - Internal validity
  • Qualitative - Credibility
29
Q

In assessing research, what is applicability and how is it applied?

A
  • How can one determine the degree to which the findings of a particular inquiry may have applicability in other contexts or with other subjects
  • Quantitative - External Validity
  • Qualitative - Transferability
30
Q

In assessing research, what is consistency and how is it applied?

A
  • How can one determine whether the findings of an inquiry would be consistently repeated if the inquiry were replicated with the same subjects in the same context?
  • Quantitative - Reliability
  • Qualitative - Dependability
31
Q

In assessing research, what is neutrality and how is it applied?

A
  • How can one establish the degree to which the findings of an inquiry are a function solely of subjects and conditions of the inquiry and not of the biases, motivations, interests, perspectives, and so on of the inquirer?
  • Quantitative - Objectivity
  • Qualitative - Confirmability
32
Q

How is truth value assessed in quantitative research?

A
  • Internal validity
  • Inquiry can be affected by masking or competing factors which lead to confounding
  • To guard against this, we need to control and/or randomise
  • Hopefully this will create internal validity and make the findings contamination proof
33
Q

What is confounding?

A

The error produced when the researcher does not recognise additional factors

34
Q

What is face validity in regard to our research proposal and what does this have to do with confounding?

A

Low job satisfaction causes low retention, this misses variables which causes confounding

35
Q

How is applicability assessed in quantitative research?

A
  • External Validity
  • Inquiry can be affected by situational variations which lead to atypicality
  • To guard against this, we need to require probability sampling
  • Hopefully this will create internal validity and make the findings context proof
36
Q

What are atypical findings?

A

Not representative

37
Q

How is consistency assessed in quantitative research?

A
  • Reliability
  • Inquiry can be affected by instrumental drift or decay which lead to instability
  • To guard against this, we need to replicate
  • Hopefully this will create reliability and make the findings inconsistency-proof
38
Q

What is instrumental drift/decay?

A

Instrumental drift or decay refers to changes in measurements that cannot be explained

39
Q

How is neutrality assessed in quantitative research?

A
  • Objectivity
  • Inquiry can be affected by investigator predilections which lead to bias
  • To guard against this, we need to insulate the investigator
  • Hopefully this will create objectivity and make the findings investigator-proof
40
Q

How is truth value assessed in qualitative research?

A
  • Credibility
  • Inquiry can be affected by factor patterning which lead to non-interpretability
  • To take account of which we need to use techniques during and after research
  • Hopefully this will create credibility and make the findings plausible
41
Q

What is factor patterning?

A

Biasing one pattern over others

42
Q

What are the techniques to assess truth value during qualitative research?

A
  • Prolonged engagement
  • Persistent oberscation
  • Peer debriefing
  • Triangulation
  • Referential adequacy measures
  • Member checks
    • 2nd check, verify data
43
Q

What are the techniques to assess truth value after qualitative research?

A
  • Structural corroboration
  • Referential adequacy
  • Member checks
44
Q

How is applicability assessed in qualitative research?

A
  • Transferability
  • Inquiry can be affected by situational uniqueness which lead to non-comparability
  • To take account of which we need to:
    • During research
      • Collect thick descriptive data (collect situation in it’s
        entirety)
      • Do theoretical/purposive sampling (e.g. snowball)
    • After research
      • Develop thick description
  • Hopefully this will transferability and make the findings context relevant
45
Q

How is consistency assessed in qualitative research?

A
  • Dependability
  • Inquiry can be affected by instrumental changes which lead to instability
  • To take account of which we need to:
    • During research
      • Overlap methods
      • Stepwise replication
      • Leave audit trail
    • After research
      • Dependability audit
  • Hopefully this will create dependability and make the findings stable
46
Q

How is neutrality assessed in qualitative research?

A
  • Confirmability
  • Inquiry can be affected by investigator predilections which lead to bias
  • To take account of which we need to:
    • During research
      • Triangulation
      • Reflexivity
    • After research
      • Confirmability audit
  • Hopefully this will create confirmability and make the findings investigator free
47
Q

What is abduction and what is it opposed to?

A
  • Uncovering and relying on the best of a set of explanations for understanding one’s results
  • Induction and deduction
48
Q

What are the different design types in the mixed approach?

A
  • Convergent
  • Embedded
  • Explanatory
  • Exploratory
49
Q

What is a convergent design type?

A
  • Concurrent quantitative and qualitative approaches

- Merging the data during the interpretation or analysis

50
Q

What is an embedded design type?

A
  • Concurrent or sequential

- Embed one type of data within a larger design using the other type of data

51
Q

What is an explanatory design type?

A
  • Sequential, quantitative followed by a qualitative

- Connect the data between two phases

52
Q

What is an exploratory design type?

A
  • Sequential, qualitative followed by a quantiative

- Connect the data between the two phases

53
Q

What is entography?

A
  • Methodology

- Researcher must be both inside and outiside the culture enough to properly document it

54
Q

What is action research?

A
  • Methodology

- Used to bring about change, improvement or development

55
Q

What is grounded theory?

A
  • Methodology

- Useful when researching a phenomenon about which little is known

56
Q

What is phenomenology?

A
  • Methodology

- The study of lived experience from the first person point of view

57
Q

What is semiotics?

A
  • Methodology
  • Study of signs, their forms, content and expression
  • Media, brands etc
58
Q

What are projective techniques?

A
  • Method
  • Explore peoples instinctive reponses to stimuli e.g. advertising campaigns
  • Concerned mostly with attitudes
  • Sentence completion
59
Q

What is the philosophy of the mixed approach?

A

Pragmatism

60
Q

What is rationalistic vs naturalistic?

A

Quantitate vs qualitative

61
Q

In assessing qualitative research what is truth value?

A

Credibility

62
Q

In assessing qualitative research what is applicability?

A

Transferability

63
Q

In assessing qualitative research what is consistency?

A

Dependability

64
Q

In assessing qualitative research what is neutrality?

A

Confirmability

MGMT2003 (13 decks)

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