Research Paradigm - Case Study, Quantitative,
Qualitative
Dr. Ab Razak Che Hussin
Date : 13 August 2015
Venue: Faculty of Science and IT
OUTLINE
 What is Paradigm
 Quantitative Research
 Qualitative Research
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Introduction
What is Paradigm
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• It is the way we perceive, understand and interpret the world.
• A paradigm is like a map in our head.
• Paradigm is an interpretative framework, which is guided by "a set
of beliefs and feelings about the world and how it should be
understood and studied." (Guba, 1990).
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Denzin and Lincoln (2001) listed three categories of beliefs:
• Epistemology - To do with our beliefs about how one might
discover knowledge about the world
• Ontology - To do with our assumptions about how the world is
made up and the nature of things
• Methodology - To do with the tools and techniques of research
Relationship of the three:
Epistemological and ontological positions should have some
bearing on the methods that you select for your research
Introduction
Research Paradigm
Positivism
Interpretive
Positivism argues that research should act “… as an organised
method …” surrounding precise empirical observations of
individual behaviour in order to discover and confirm a set of
probabilistic causal laws that can be used to predict general
patterns of human activity” (Neuman, 1997: 63).
Positivist research gained dominance in the natural sciences
and was later adopted in social sciences.
The interpretive approach argues that research should explore
“…socially meaningful action through the direct detailed
observation of people in natural settings in order to arrive at
understandings and interpretations of how people create and
maintain their social worlds” (Neuman, 1997:68).
We use “… methods that try to describe and interpret
people’s feelings and experiences in human terms rather than
through quantification and measurement” (Terre Blanche &
Kelly, 1999: 123).
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The Philosophical Position
Positivist
Ontology: what is the
nature of reality?
Reality is objective and singular, apart from the
researcher
Epistemology:
What is valid
Knowledge?
Researcher is independent
from that being researched
Axiology:
Role of values
Value free and un-biased
Research Strategy
•Experimental
•Surveys
Rhetoric: What is the language of
research?
Formal style (e.g. researchers use agrees on
definitions of variables)
Methodology: What is the process of
research?
Deductive (e.g. researchers that an a priori
theory)
Methods
Close ended questions, predetermined
approaches numerical data, statistical analysis
(Quantitative)
Features of Research Paradigms
Positivist
Tends to produce quantitative data
Uses large samples
Concerned with hypothesis testing
Data is highly specific and precise
The location is artificial
Reliability is high
Validity is low
Generalises from sample to population
What Is Quantitative Research?
Quantitative Research Is "a formal, objective, systematic process in which
numerical data are utilised to obtain information about the world“. It is inclined to
be deductive. In other words it tests theory.
GENERAL AIMS OF QUANTITATIVE RESEARCH?
To Generalize
To Be Objectives
To Test Theories or Hypotheses
Quantitative Research Questions
THREE RULES for Quantitative Research Questions
1. They Begin with “How”, “What”, or “Why” ?
2. Specify the independent and dependent variables
3. Example:
•What factors positively impact employee turnover rates of hourly workers?
•Why do Asian American students outscore other student groups on AP Calculus Exams?
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Strategies Associated With Quantitative
Approach
EXPERIMENTAL
SURVEYS
Experimental research provides a framework for establishing a
relationship between causes and effects. In experimental the
researcher acts as a inactive agent and use deductive reasoning to
prove or falsify hypothesis. This involves manipulating an
independent variable (cause) and observing the outcome on
dependent variable (effect) while controlling the extraneous
variables. Moreover, random sampling, manipulation and control
are the characteristics of the true experiments.
Surveys include cross-sectional and longitudinal studies using
questionnaires or structured interviews for data collection, with
the intent of generalizing from a sample to a population
Process Of Quantitative Research
1- THEORY
2- HYPOTHESIS
3- RESEARCH DESIGN
4- DEVISE MEASURES OF CONCEPTS
5- SELECT RESEARCH SITE
6- SELECT RESEARCH SUBJECT/ RESPONDENTS
7- ADMINISTER RESEARCH INSTRUMENTS/ COLLECT DATA
8- PROCESS DATA
9- ANALYZE DATA
10- FINDINGS/ CONCLUSIONS
11- WRITE UP FINDINGS/ CONCLUSIONS
Adapted from: Bryman, A. and Bell, E. (2003) ‘ Business
Research Methods’, second edition, Oxford University
Press. Pp. 155
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The Philosophical Position
Interpretive
Ontology: what is the
nature of reality?
Reality is subjective and multiple
as seen by the participants
Epistemology:
What is valid
Knowledge?
Researcher interacts with that
being researched
Axiology:
Role of values
Value-laden and biased
Research Strategy
•Case Study
•Grounded Theory
•Phenomenology
•Ethnography
•Narrative
Interpretive
Rhetoric: What is the language
of research?
Informal style. (e.g.
researchers write in s
literary, informal style
Methodology: What is the process of
research?
Inductive (e.g.
researchers start with
participants views and
build “up” to patterns,
theories and
generalizations)
Methods
Open ended questions,
emerging approaches,
and text and image
analysis(Qualitative)
Features of Research Paradigms
Interpretive
Tends to produce qualitative data
Uses small samples
Concerned with generating theories
Data is rich and subjective
The location is natural
Reliability is low
Validity is high
Generalises from one setting to another
Strategies Associated With The Qualitative
Approach?
Narrative
Case Study
Attempts to shed light on a phenomenon by studying in depth a
single case example of the phenomena. The case can be an
individual person, an event, a group, or an institution.
Grounded
Theory
Theory is developed inductively from a corpus of data acquired
by a participant-observer.
Phenomenology
Describes the structures of experience as they present
themselves to consciousness, without recourse to theory,
deduction, or assumptions from other disciplines
Ethnography
Focuses on the sociology of meaning through close field
observation of socio-cultural phenomena. Typically, the
ethnographer focuses on a community.
Narrative
A from of inquiry in which the researcher studies the lives of
individual and ask one or more to provide stories about their
lives and in the end, the narrative combine views from the
participants’ life with those of researcher’s life in a
collaborative narrative.
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What Is Qualitative Research?
Qualitative Research Is “an informal, subjective research approach that
usually emphasizes words rather than numbers in the collection and analysis of
data” and that is inductive in nature. In other words it generates theory.
The father of Qualitative Research is Norman K. Denzin
 GENERAL AIMS OF QUALITATIVE RESEARCH?
 To add understanding to a phenomenon or the complexities
of human behavior
 It does not claim to generalize
 To generate theory therefore it is inductive rather than deductive
Qualitative Research Questions
1. Begin with “How” or “What”. Avoid “Why” [this is a quantitative term]
2. List the central phenomenon you plan to explore
3. Identify the participants and research site
4. Example:
•What is the role of store managers in employee satisfaction of hourly workers at Staple
•How will advisory committee impact giving by senior citizens in town area?
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Main Steps Of Qualitative Research?
1. General Research Question
2. Selecting Relevant Site(s) and Subjects
3. Collection or Relevant Data
5a. Collection of Further Data
4. Interpretation of Data
5. Conceptual and Theoretical Work
5b. Tighter Specification of the Research Question (s)
6. Writing up Findings/Conclusions
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Must Read???
 JW Creswell – 2013 : Research design: Qualitative, quantitative, and mixed
methods approaches
 Rob VanWynsberghe, Samia Khan - 2008 : Redefining Case Study
 RK Yin - Well know scholar in Case study research
Norman K. Denzin – Well known scholar in Qualitative Research
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THANK YOU
abrazakutm@gmail.com
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