Methodology

Once the literature review is complete and the research questions are defined, the next step is identifying the research methodology. Within the context of business research, quantitative methodology measures information such statistics, percentages, or ratios. Practical applications of business research using quantitative methodology might include brand awareness, product preferences as well as financial and economic impact. Conversely, qualitative business research might yield results related to consumer attitudes, leadership qualities, or motivational factors. When considering the correct methodology for a research project, the quantitative approach answers “what?” questions; whereas the qualitative approach answers “why?” or “how?” questions (Barnum, 2015). 

Learning Objectives

• Understand different methodologies and when it is appropriate to use each
• Be able to select the appropriate methodology 
• Be able to explain the reason behind the methodology selection

Qualitative

The benefits of conducting qualitative research include the ability to understand the lives, beliefs, viewpoints, opinions, and lived experiences of study participants within their specific environment (Yin, 2016). Therefore, the benefit of using qualitative methodology is that this approach allows for a deeper understanding of individual perspectives related to the research topic. Kothari (2004) explains qualitative research aims to understand and analyze the underlying factors of human behaviors, motivations, and desires.

Quantitative 

Quantitative studies oftentimes signify research as experimental, cause and effect, and statistical modeling (Kaplan, 2004). Researchers utilize quantitative studies such as surveys and questionnaires to study a large population of participants (von Hippel et al, 2015). Additionally, quantitative studies are oftentimes used to determine the cause and effect of a specific environment or if a correlation existed between two or more variables (Harrison & Lynch, 2005; Vogel et al, 2003).

Mixed Methods

Mixed method is a combination of both qualitative and quantitative methods in a single study. This makes for a more complex study that gains insight from both approaches for an expanded understanding of the research problem (Creswell, 2003). This type of research is oftentimes conducted by teams of researchers working on the qualitative and quantitative study at the same time, a process known as concurrent mixed method. Or the quantitative and qualitative studies can be undertaken in succession, a process known as consecutive mixed method. 

Scenario: ABC Consulting

When selecting the correct methodology for ABC Consulting, it is important to let the research questions guide the choice in methodologies. Recall the two possible research questions:

RQ 1 What factors to employees most want in the new data management software?

RQ 2 How do employees utilize the data management software to meet the needs of their job?

RQ 1 is quantitative in nature as it looks at a “what” question. This question allows answers to be related, viewed in an order of preference or importance, and compared.

RQ 2 looks at an experience of workers. The question asks “how” they describe their needs. In this case individual responses may be looked at to develop themes related to the use of the software. 

For Further Studies

Qualitative vs Quantitative: https://youtu.be/2X-QSU6-hPU

Types of Research: Qualitative vs Quantitative Research: https://youtu.be/uxGrCCfJwT

Comparing Descriptive, Correlational, and Experimental Studies: https://youtu.be/lsbK6g10a-c

Research Paradigms: https://youtu.be/v0T4GSgOiqM

Differences between Qualitative and Quantitative Research Methods: https://www.orau.gov/cdcynergy/soc2web/content/phase05/phase05_step03_deeper_qualitative_and_quantitative.htm

Qualitative vs Quantitative Research: https://www.xavier.edu/library/students/documents/qualitative_quantitative.pdf

References  

Creswell, J. W. (2009). Research designs. Qualitative, Quantitative and Mixed Methods Approaches (3rd Ed.) London: Sage.

Harrison, L. A., & Lynch, A. B. (2005). Social role theory and the perceived gender role orientation of athletes. Sex Roles, 52(3/4), 227-236. https://doi.org/10.1007/s11199-005-   1297-1

Kaplan, D. (2004). The Sage handbook of quantitative methodology for the social sciences. Thousand Oaks, CA: Sage Publications. 

Kothari, C. R. (2004). Research methodology: Methods and techniques. New Age International.

Vogel, D. L., Wester, S. R., Heesacker, M., & Madon, S. (2003). Confirming gender stereotypes: A social role perspective. Sex Roles, 48(11/12), 519-528. https://doi.org/10.1023/A:1023575212526 

Von Hippel, C., Sekaquaptewa, D., & McFarlane, M. (2015). Stereotype threat among women in finance: Negative effects on identity, workplace well-being, and recruiting. Psychology of Women Quarterly, 39(3), 405-414. https://doi.org/10.1177/0361684315574501

Yin, R. (2 Eds.). (2016). Qualitative research from start to finish (2^nd ed.). New York, NY: The Guilford Press.