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Unit 2
Part 1
Qualitative research is a process that focuses on words, its
exploratory and seeks to unearth the opinions, thoughts, and
feelings of respondents. Quantitative research is numerical, its
the approach used during which numerical data is collected.
Both quantitative and qualitative methods could be used for
many of the given scenarios because they are such broad topics.
As a magazine editor, I decided to make some of these topics
"my own".
Coin collections; Starting a coin collection: knowledge is the
key to success in coin collecting as with any hobby. You must
take the time to educate yourself about coin collecting. There
are books on the subject and The American Numismatic
Association holds seminars each summer for beginners starting
a coin collection. Qualitative research would be used as it is
used to uncover trends in thoughts and opinions. The type of
qualitative method that could be used is ethnographic as its goal
is to understand the characteristics of cultural variations.
Favorite recipes; How cooking favorite family recipes can help
families become closer: As families create dishes together this
can be a time of fun, a time to share experiences, and start new
traditions. Preparing favorite family recipes has the potential to
strengthen family bonds. It is stated in the March 30th edition
of Family Dinner Statistics that 74% agree that cooking together
promotes happy families (Braider). The type of research used
would be quantitative research as it uses quantifiable data to
articulate facts. The type of quantitative method that could be
used is called experimental research as it uses a scientific
method to establish cause-effect relationships.
Rising home costs; Homeownership has declined: House prices
seem to rise quicker than wages do, which means homes have
become less affordable. Homeownership rates have declined

from its peak in 2004. According to The Washington Post, the
overall level remains 13 % below the historical average. The
research method would be quantitative research as it is used to
quantify the problem by way of generating numerical data or
data that can be transformed into useable statistics. The
quantitative method used would be descriptive research as it
aims to describe the current status of a variable or phenomenon.
Best High Schools; Best High Schools in the U.S.: A great high
school educates all students exposing them to challenging
coursework. The highest-ranked U.S. public schools in the U.S.
News & World Report 2019 Best High Schools rankings are
those whose students demonstrated outstanding outcomes in
math and reading state assessments, passed college-level exams,
and graduated in high proportions. Because of the rankings,
quantitative research would be used as it is numerical. The
researcher transforms what is collected and observed in
numerical data. Answering the "what" and"how many". The type
of quantitative method to be used is called descriptive research
because it focuses on the "what" of the subject.
Carpools; How does carpooling work: A carpool is an
arrangement between two or more people to make a regular
journey in a single car. Having fewer cars on the road means
improved air quality and is a great way to make new friends.
Qualitative research would be used as it is a process of real-life
inquiry that aims to understand social phenomena. The
qualitative method that could be used is narrative research
because it gathers information as it happens, it uses a sequence
of events from one or two individuals to form a consistent story.
Political polls: When it is time to vote people are usually
bombarded with statistics. Political polling is a social science
with rules about sample size and a random selection of
participants. Quantitative research would be used because it is
more scientific, objective, fast and acceptable. Because large
amounts of data are gathered and then analyzed statistically it
almost erases bias. Quantitative research ends with conclusions
or recommendations as it tries to quantify and understand by

looking for results that can be projected to a larger population.
It can help you see the big picture.
Parent-teacher participation; Why it is important: When
teachers and parents work together it can significantly impact a
student's success. Qualitative research would be used because it
focuses on words. Its methods are exploratory they seek to
unearth the opinions of respondents. It is used to inform new
concepts. The qualitative research method used would be
grounded theory as it seeks to provide an explanation or theory
by understanding how a community performs.
Bookfairs: Give students motivation to read by offering a wide
selection of books. It is also a great way to support your school.
Qualitative research would be used as its data is descriptive in
nature. through observation, it relies on adjectives and other
descriptive words to indicate qualities. The qualitative research
method used would be a case study as it involves deep
understanding through multiple data sources. It is used in
business marketing.
Retrieved from:
The American Numismatic Association https://www.money.org
Home prices are rising
https:// www.housingwire.com/articles 47878.80& of U.S.
markets.
A Rhode, v. (2012). Qualitative and Quantitative Research:
Paradigmatic Differences. Global Education Journal, 2012 (4),
155-163 https:// search ebscohost.comproxy.cecbrary.com
Qualitative and Quantitative. https://www.typesofresearch.org
Analysis, Assessment, Technology, EDU-602-1904D-01
Mary Moore
Unit 2 Discussion Board

Deana Plaskon
Part 1
1: Coin collections: The assumption for coin collecting would
be that it is a “quantitative study because money is involved.
However, what if the person wants to collect only silver coins,
rare pennies, Indian head pieces, or just the newest quarters
from all fifty states? This would involve a “qualitative study.”
Information provided by Arghode, (2012), states that there are
distinct “ontological, epistemological, and methodological”
differences in qualitative and quantitative research and
statistical gathering of information. However, coin collecting
goes much deeper than a mere hobby. According to a non-
profit known as the “American Numismatic Association”
(2020), a collector must take a serious amount of time learning
how to collect coins. This non-profit has annual conference that
teaches collectors how to begin coin collecting. The qualitative
research becomes key in this type of collection when a person
chooses to collect specific coins.
2: Favorite recipes: Choosing, creating or looking up favorite
recipes can be both qualitative and quantitative research.
Recipes can be handed down for generations. Research
conducted by Graebner, Martin., & Roundy (2012), show that
recipes can be used creatively. When an individual decides to
make a dish even the simplest of ingredients can be adjusted.
However, this will change the entire taste of the recipe.
Favorite dishes call for specific measures of each ingredient.
This makes the favorite recipes quantitative.” The ingredients
are added in a certain order which is qualitative. Recipes
cooked in specific order and measure turn out beautiful and
tasty. When a person makes a dish without using a clear
measured amount of ingredients not in a specific order the food
might taste bad or turn out wrong (Graebner, Martin., & Roundy
(2012).
3: Rising home costs: When doing research on rising costs of
buying, owning, and taking care of homes, there are several

aspects to include. According to Myers (1985), in the 1970’s
there was a huge increase in the purchase of homes by young
married couples. The department of Housing and Urban
Development reported that due to wives going to work buying
increased and costs decreased. However, this boost in buying
homes began to decline in the mid 80’s. In an article from
“Monthly Labor Review” (2009), the recent increase in home
costs and decline in purchases is due to several elements. These
are mainly quantitative in basis. The economic downfall of
American lenders, high increase in loan rates, trusts, and credit
markets all have their fault in the high cost of the housing
market. The interest rates became so high that many
homeowners lost the ability to pay and many were forced out.
This caused the rate of homelessness to increase expeditiously.
The early 2000’s brought about a small decrease in the cost of
housing. This was short-lived according to the United States
Housing and Urban Development (Productivity’s role in housing
booms and busts, 2009).
4: Best high schools: The method for rating best high schools in
America could be done through both quantitative and qualitative
methods. The most effective measures for predicting success in
a high school are the quantitative testing such as, “ACT/SAT
and GPA.” This research would show results from testing,
assessment and evaluation. However, these reveal only a small
amount of (25%) the learner’s academic accomplishments.
These testing standards are used for admission into college.
This are best for admissions, but there are other predicters for
college course planning that have produced successful and
reliable results. There must be quantitative studies related to
motivational outcomes such as, “separation, transition,
adjustment, difficulty, incongruence, isolation, incorporation,
finances, learning, and external obligations for commitments”
(Sparkman, Maulding, & Roberts, 2012).
5: Carpools: Carpooling is designed for one or more people to
save on gas, preserve air quality, time and form relationships.
The research conducted on this subject is mostly quantitative.

While there are “monetary benefits, since sharing in a carpool
can save a person thousands of dollars each year. Rideshare
reports that each car on the highway releases what it weighs in
carbon dioxide annually. This is significantly decreased with
carpooling. Congestion on the freeway is also decreased with
carpools. Lanes have been created just for vehicles having
more than two people which reduce travel time. Driving takes
complete attention to the road. Carpools allow riders to check
emails, read the morning news, check bank accounts, or maybe
close your eyes just for a second before beginning the day.
Carpools save on gas and some states like Georgia have a “cash
for gas” program that gives rewards because of the “Clean Air
Campaign” (Planetsave, nd).
6: Political polls: The research of political polls required
qualitative and quantitative research. This brought about
searching the perspective views of President Trump from 2106
to 2018. The poll included Every American: favorability
roughly 41%, Republicans: about 81%, White Evangelical:
approximately 68%, Whites no college: 55%. White Americans
seem to favor Trump over non-whites. Americans with college
degrees seem to approve more of the president than those with
no degree. It is not clear why education matters. Only 35%
Hispanic Catholics and seven % African Americans support
Trump (Najle & Jones, 2019).
7: Parent teacher participation: The studies conducted on this
subject are qualitative. Parents and teachers work together for
the common goal of student success. According to Feuerstein
(2000), there are many elements that increase student interests
in school activities. These aspects seem to focus on family,
personal background, ethnicity, family make-up, and
socioeconomic status (SES). Several studies suggest that parent
involvement increases the attitude of learners toward “school,
homework habits, school attendance, and general level of
academic achievement.” This normally begins when the teacher
or instructor contacts the parents (Feuerstein, 2000).
8: Book fairs: Research concerning book fairs is qualitative.

The state of Kentucky has an annual Book Fair in Lexington.
This year will be the 39th. The fair will have several vendors
including “University Press of Kentucky, Kentucky Monthly,
Larkspur Press, and Butler Books, University of Cincinnati
Press, and Reformation Publishing.” There will also be
exhibitions by “Kentucky Humanities, Friends of Kentucky
Libraries, Lexington Public Library, Carnegie Center for
Literacy and Learning, Kentucky Historical Society, BCTC,
Eastern Kentucky University MFA, and Spalding University
MFA. Concession stands are also available for opening. Books
on all topics, subject matter and source will be available.
Concessions available for purchase on-site. These books can
be purchased after the fair as well. School book fairs help to
support the education of students. Furthermore, book fairs offer
support for the many colleges and schools that provide these
books (Kentucky Humanities, 2019).
References
American Numismatic Association (2020). Coin dealer directory
Retrieved from https://www.money.org/
Arghode, V. (2012). Qualitative and Quantitative Research:
Paradigmatic Differences. Global Education Journal, 2012(4),
155–163. Retrieved from
http://search.ebscohost.com.proxy.cecybrary.com/login.aspx?dir
ect=true&db=ehh&AN=85678192&site=ehost-live&scope=site
Feuerstein, A. (2000). School characteristics and parent
involvement: Influences on participation in children’s
schools. Journal of Educational Research, 94(1), 29–40.
Retrieved from https://doi-
org.proxy.cecybrary.com/10.1080/00220670009598740
Graebner, M., Martin., J., & Roundy, P. (2012). Qualitative
data: Cooking without a recipe Roundy, Strategic
Organization10(3) 276–284Retrieved from
https://journals.sagepub.com/doi/pdf/10.1177/147612701245282
1
Kentucky Humanities (2019). 2019 Kentucky Book Fair

Retrieved from
https://www.kyhumanities.org/programs/kentucky-book-
festival/2019-kentucky-book-festival-schedule-of-events/2019-
kentucky-book-fair
Myers, D. (1985). Wives’ earnings and rising costs of
homeownership. Social Science Quarterly (University of Texas
Press), 66(2), 319–329.
Najle, M., & Jones, R., (2019). American democracy in crisis:
The fate of pluralism in a divided nation Retrieved from
https://www.prri.org/research/american-democracy-in-crisis-
the-fate-of-pluralism-in-a-divided-
nation/?gclid=EAIaIQobChMI2pS84Pbs5gIViobACh2MCAx_E
AAYASAAEgIihPD_BwE
Productivity’s role in housing booms and busts.
(2009). Monthly Labor Review, 132(8), 45. Retrieved from
Sparkman, L., Maulding, W. & Roberts, J. (2012). Non-
Cognitive predictors of student success in college. College
student Journal, 46(3), 642–652. Retrieved from
Planetsave (nd). Five benefits of carpooling: How to reduce
your carbon footprint Retrieved from
https://planetsave.com/2012/11/08/five-unexpected-benefits-of-
carpooling-how-to-reduce-your-carbon-footprint/
Qualitative & Quantitative Research Design
Students in their freshman year complained that the
Composition 101 class should be
eliminated because they already knew how to write.

Organizations
Organizations are faced with various problems and issues on a
daily basis.
Sometimes, the problems are complex and require further
inquiry. To solve these
problems, research often is necessary. The research process
involves developing
questions that help collect data to make an informed decision.
Quantitative
numeric standards, closed-ended ques-
tions
“On a scale of one to five, with one being
the least important, how important do
you think Composition 101 is for incoming
freshmen at this university?”
Qualitative
surveys, interviews, open-ended questions
“Why do you think Composition 101 is
important for incoming freshmen at this
university?”
“How can Composition 101 be improved
for incoming freshmen?”
Research
On a scale of one to
five, how important
do you think this

class is?
31What type of research would
you conduct to answer if
Composition 101 should be
required for incoming freshmen?
Quantitative Tips
• Make sure to tabulate your findings. For example, if seventy
students answered
with a three on a survey asking how important Composition 101
is for their
college careers, these would be tabulated accordingly. Also, if
yes or no answers
are found, these are tabulated based on how many respondents
replied.
• Compute ratings and rankings by averaging each question.
From the current
scenario, the survey could show that fifty students ranked
Composition 101 at a
three, meaning that they believe it is somewhat important.
Qualitative Tips
• Read all of the data.
• Organize any comments from the interviews or surveys into
similar categories.
For example, if fifty students reported that the class helped
them improve their
grammar skills, this would be one category.
• Make sure to label the categories. In this case, one category
could be labeled as
Grammar Improvement.

• Find any trends or patterns in the data. In this scenario, a
pattern might show that
most students learned something from the course.
FAQ: Gathering and Analyzing Data
1
Question 1: Describe the two categories of types of sampling
methods.
Answer 1: There are many different types of sampling methods
within two
different categories. There are probability sampling methods
and non-
probability sampling methods. Probability sampling methods
include random
sampling, stratified sampling, cluster sampling, and systematic
sampling.
Nonprobability sampling methods include convenience
sampling, judgmental
sampling, snowball sampling, and quota sampling.
Question 2: How is narrative data gathered and analyzed?
Answer 2: Narrative data can be gathered by methods including
content

analysis, focus groups, interviews, historical analysis,
ethnography, case
studies, and observations. The analysis of narrative data is
completed by
identifying segments of narrative content that create patterns or
trends when
compared and contrasted to similar narrative content.
Question 3: How is numeric data gathered and analyzed?
Answer 3: Numeric data, or data that is presented in the form of
numbers, is
gathered via a number of different methods including surveys,
quasi-
experimental, numerical data analysis, and empirical testing.
Numeric data is
analyzed using statistical analysis processes.
Question 4: Provide an example of different applications of
qualitative and
quantitative research.
Answer 4: Qualitative research is based on the analysis of
narrative data.
Quantitative research is based on the analysis of numerical data.
An example
of qualitative research would be a historical content analysis of
policies
related to the development of the No Child Left Behind Act. In
the process of
this study, a researcher would analyze narrative data from
documents
searching for patterns or themes in the narrative content from
each data
source. An example of quantitative research would be the use of
a survey to

examine the relationship between the use of PowerPoint as an
instructional
tool and student learning outcomes. The researcher would use
the numeric
data from the student test scores to compare and contrast the
outcomes from
the control group versus the testing group.
Question 5: Can a researcher use both qualitative and
quantitative methods
2
in the same research project?
Answer 5: Yes, a researcher can use both qualitative and
quantitative
methods in the same research project. This is called a mixed
methods
approach. Often, a mixed methods approach is used to provide a
full or
comprehensive examination of a research topic. For example, a
researcher
may use a focus group, which is a qualitative methodology, to
examine the
impact of a new policy within a school district. Based on the
findings of the

focus group, the researcher would then develop a survey to
distribute to a
larger sample population. The combination of these two
research
methodologies would provide a full and comprehensive
examination of this
new policy both from a narrow qualitative perspective as well
as a large scale
quantitative perspective.
Question 6: What is meant by the phrase "statistically
significant
difference?"
Answer 6: When the phrases "statistically significant" and
"significant
difference" have made it into conversation in the general public,
they are
used to identify a product or issue that is "different" in some
way from other
products or issues. The phrase has a similar meaning in
research, but its
definition is much more precise.
When researchers test an idea which involves a hypothesis, they
try to
determine if changing variables produces an effect which is
dramatic enough
that it could not be caused by chance. For example, if a
researcher was
measuring productivity each day for a week, differences in
production each
day would be expected by chance. These normal variations
would not be
considered statistically significant differences.

For a result to be statistically significant, it would have to be a
great enough
difference so a "chance" result could be ruled out. When this
occurs, the
results are identified as being either "statistically significant" or
that a
"significant difference" exists between the two conditions under
study (normal
temperature and five degree colder temperature).
Question 7: What are some issues to consider when designing a
data
collection instrument?
Answer 7: Some of the factors and the questions that impact the
design and
3
roll out of the data collection instrument include the following:
• Level of Language: The interview form, survey, or
questionnaire
must be designed to match the language level of the target
population.
• Question Structure: The types of questions and their

arrangement
must be considered. Will the demographic section be completed
first
or last? Will questions that contain potentially strong emotional
reactions be included, and if so, will these be placed at the end
so as
not to influence other responses? Can some questions be
excluded
because they are not related to the core purpose of the
instrument?
• Questionnaire Instructions: Will instructions and background
be
provided to participants at the beginning of the process so the
full
purpose of the study is revealed before the questionnaire is
completed? If not, does this make a difference? If so, how?
• Response Alternatives: Will completion of open-ended
questions be
required? Is there time for open-ended questions? Will this
negatively
impact the response rate? Will a checklist of answers be
provided
which forces a decision? Will rankings be used such as "agree"
or
"strongly agree"? Does using yes/no responses compromise data
collection?
After these and other questions are considered, the instrument is
often tested
or "piloted" to ensure that participants are not confused with
any aspect of
the process and that the entire process can be viewed, refined,
and readied
for implementation.

What the researcher is trying to do with the survey or
questionnaire is collect
information without biasing the participants in responding one
way or
another. For example, the wording that is used becomes
important if you
provide examples or give choices that do not fully represent all
possible
answers. Consider this question about an education budget item:
"Would you be willing to reduce student extracurricular
activities to bring the
school budget in line?"
Potentially, the answer to this question could be used to support
a "hidden
agenda" to say that "the majority of respondents agreed that
extracurricular
activities should be reduced." A more realistic, unbiased
approach would be
to provide a list of possible items to consider for reduction,
including
4
extracurricular activities.

Question 8: What is an annotated bibliography, and how can it
fit into a
research project?
Answer 8: An annotated bibliography is a list of sources that
apply to a
particular topic, along with brief explanation for the content of
each source.
The annotated bibliography can serve as a start for a literature
review, which
is a major stage in development of a research project. The
annotated
bibliography differs from the format and purpose of a literature
review.
However, the bibliography is a quick way to begin collecting
relevant sources,
so that you can work from this information when generating the
full literature
review.
Each item, such as a book or journal article, in an annotated
bibliography is
formatted according to American Psychological Association
(APA) reference
format guidelines. Beneath each item, is an original
explanation, about a
paragraph, to describe the content and relevance of the item.
Make sure,
when writing these “annotations,” to create original statements,
or quote
accurately from the source, with proper identification of direct
quotations.
Since most annotations are brief, they are usually in the project
author’s own
words.

Methods of Data Collection
1
A necessary step in applying statistical methods is to collect
data. Data can be
considered the raw numbers, which are then analyzed and turned
into
information. Recommendations are then made based on the
information.
There are three basic ways to collect data.
The first way to collect data is formal research, usually in the
form of a survey.
This, along with the next collection method, is one of the most
common ways
to collect data. Not everybody has designed a survey, but most
people have at
least taken one. It is important to give the survey to a large
enough and
representative sample of the people whose opinions you want to
gather.
Surveys are used to gather data about the following:

• Attitudes (How do you feel about this?)
• Preferences (Which do you prefer? Which is better or worse?)
• Stated behavior (How often do you do this? How likely would
you be to
purchase this product?)
Many surveys contain some unstructured, unforced-response
questions (to
which respondents can answer anything they want), but the
structured, forced-
response questions (that only allow the respondent to choose
from among
predetermined answers) provide the vast majority of data that
can be further
analyzed using statistical methods.
Surveys can be conducted in a variety of ways, each having pros
and cons:
• By telephone
• In person
• On paper
• Over the Internet
The second way to collect data is as a by-product of day-to-day
operations.
Data are often automatically collected as a result of processes
that occur during
the operation of the business. This is the other common way of
collecting data.
Examples include the following:
• Sales figures
• Machine output
• Web site usage statistics

• Hours worked by workers clocking in
• Bank deposits and withdrawals
Methods of Data Collection
2
The third way to collect data is by observations made directly
by people. This is
used when it is not possible to conduct a survey, and the data
are not
otherwise available. Examples include the following:
• Sampling every nth product as it comes off the assembly line
and
observing whether there are any defects
• Counting the number of empty spaces in a parking lot every
hour
• Observing whether it rained on a particular day
Keep in mind that many characteristics about people (or other
things) are not
naturally represented by numbers. A good example of this is
gender—
male and female. This question appears on virtually all
consumer
surveys and can be analyzed statistically by arbitrarily
assigning the

value 0 for male and 1 for female (or vice versa). This
technique is also
used to analyze survey questions that have a yes-or-no response.
Yes is
usually coded as 1, whereas no is coded as 0.
FAQ: Research Methodology
1
Question 1: What is research methodology?
Answer 1: Research methodology is a collection of techniques
that is used to
explore the validity of various theories and ideas that are
applicable to a
particular field of inquiry. In general, the three broad
approaches to research
in business and other disciplines include qualitative,
quantitative, and mixed
methodology. These approaches to research provide the
framework for
scientific inquiry. Such methodologies provide a systematic and
replicable
pathway to answering questions of concern within the field of
inquiry. As

such, research methodologies are a means to an end; they are
processes that
allow the formulation of a particular viewpoint concerning a
theory of interest.
Question 2: Why is research methodology important to
completing research?
Answer 2: Any attempt to answer a research question is doomed
to fail
without a logical framework within which to examine that
question. Research
without methodology is like a corporation without a strategy. It
starts
nowhere and leads to nowhere. The methodology that is
employed often
defines the direction of the research. It is fair to say that more
than a few
unexpected discoveries have resulted from the research
methodologies that
are employed in the inquiry.
Question 3: When is it best to use qualitative research
techniques?
Answer 3: In studying any phenomenon in business research,
one of the
questions that must be answered is the following: What are the
behavioral
reactions of the employees or customers to a particular
management
decision? These behavioral reactions are qualitative variables
that reveal the
thoughts and feelings of those who are affected by the decision.
Qualitative
research techniques should be employed when a decision is

thought to be
potentially controversial or the business is charting new
territory and is not
sure what to expect. Marketing research relies heavily on
qualitative research
techniques to gauge the customer’s reaction to a change,
elimination of a
product, or the introduction of a new product.
Question 4: What do qualitative research methods really
measure?
Answer 4: Qualitative research methods measure emotions and
the
reactions of the human element of the business equation. In this
type of
research, the personal interview is often the most effective
technique.
2
Questions such as the following are frequently asked:
• How do you feel about the product?
• Do you enjoy using it?
• Would you recommend the product to others?

Likewise, asking employees about how they feel about a new
company policy
can help management to gauge the degree of support or
resistance to that
policy. The emotions of the human element can be major
determinants of
how successful a firm’s strategy will be.
Question 5: When is it best to use quantitative research
techniques?
Answer 5: Quantitative research is aimed at finding out what
the degree of
reaction is to some phenomenon. This research measures
numerical data
such as revenue or expense numbers from an income statement
as a gauge
of the success or failure of a business strategy. A researcher
may use this
type of approach to answering a business question when the
qualitative
response to a product or decision is already known or is
considered less
important, such as in an inelastic demand response caused by a
price
increase in a product that the consumer must buy. A good
example of this
situation is the price increases in gasoline. Nobody wants to pay
$4.00 a
gallon when the price was less than $3.00 just a few short years
ago, but
most consumers have no choice but to pay the higher price
because they
need gas to drive their cars to work and school. This could be
verified using a
demand analysis showing the inelastic nature of demand when

the price of
gasoline is changed.
Question 6: What do quantitative research methods really
measure?
Answer 6: Quantitative research measures numbers such as from
a profit
and loss statement. The increase or decrease in profit is the
gauge of the
degree of success or failure of the firm’s strategy. Thus, this
measurement
reveals the degree of reaction to the phenomenon that is being
studied.
Based on the theory of demand, an argument could be made that
all
quantitative studies are an indirect way of evaluating the
customer’s
emotional reaction to changes in the marketplace. If the
customer has a
positive emotional reaction to a price change, he or she is likely
to increase
his or her purchases, which are reflected in the profit and loss
statement.
Regardless of what is measured, quantitative research is the
easiest to

3
conduct.
Question 7: When should mixed research methodology be used?
Answer 7: Mixed research, as the name implies, is a
combination of both
qualitative and quantitative research techniques. When entering
a new
regional or international market, it is desirable to measure both
the
behavioral reaction and also the degree of that reaction in
quantitative terms.
Another opportunity to conduct mixed research occurs when a
new product is
introduced either in an existing marketplace or a new
geographic location.
Doing mixed research can often lead to a broader understanding
of the
phenomenon being studied. Mixed research is more costly than
quantitative
research and is more time-consuming than either qualitative or
quantitative
research because both qualitative and quantitative research
techniques are
employed.
Question 8: How does a mixed research methodology approach
facilitate
business decision making?
Answer 8: To optimize business decision making, it is desirable
to reach the
most thorough level of understanding of the phenomenon upon
which is being

decided. Although both qualitative and quantitative research
methods offer a
lot of insight into the subject that being studied, only mixed
research
optimizes that insight. By measuring both the behavioral
reaction and the
quantitative degree of that reaction, the most comprehensive
business
decision can be formulated. In this sense, mixed research should
facilitate
sound business decision making to an even greater extent than
qualitative or
quantitative research alone.
Question 9: How do you select the data that you will use for
your research?
Answer 9: Selecting data upon which to base research is the
most crucial
step after the determination of the methodology that is to be
employed. The
methodology dictates the type of data to be used. If the data are
not
available to the researcher, then a change in methodology might
be needed.
In qualitative research, the key source of data is from customers
or
employees, so access to these two groups and the opportunity to
interview
them or to administer surveys is essential. A case study
technique might be
used, but access to people and numbers would be required. In a
quantitative
study, raw numerical data are needed. If the data are available
to the public
through the corporation’s Web site or the company’s Security

and Exchange
4
Commission filings, then the research can go forward. If the
researcher has
access to additional information directly from the company,
then the research
process is aided even further.
Question 10: Does your research need to include statistical
analysis?
Answer 10: Almost every research project can be aided by the
inclusion of
statistical analysis at some level; however, the inclusion of a
significant
amount of statistical analysis in any research project is
dependent upon the
nature of that research. There is no benefit in including
unnecessary
statistical analysis simply because you can do so. In many
respects, the
amount of statistical analysis used in the research will be
determined by what
is needed to prove or disprove the hypothesis in the study.

Research Methodologies
1
Quantitative Research
Because it deals with specific empirical data that is gathered,
measured, and
analyzed, quantitative research methodology is a powerful form
of research. In
this methodology, relationships between variables are measured
or quantified.
This includes both dependent variables that are observed and
independent
variables or outcomes. Quantitative research can be applied to
both
observational and experimental research. The focus on
hypothesis testing is
really what distinguishes quantitative from qualitative research.
An example of a quantitative research project is the
development of an
electronic component based on two different kinds of software.
If the research
question is Which software enables the electronic component to
perform faster

and more efficiently?, the hypothesis is that Software A will
outperform
Software B using a specific set of criteria. The research design
is to conduct an
experiment to determine the best performing and most efficient
software for
the electronic component. Performance is measured based on a
specific set of
criteria.
Qualitative Research
Dealing with observation and analyzing trends as well as
patterns and
behaviors, qualitative research methodology is often referred to
as a softer
form of research approach. Qualitative research can be
considered more
exploratory in nature. Information is collected using focus
groups, seminars,
surveys, interviews, and forums.
An example of a qualitative research project is the study of how
work is
accomplished in an organization. A case study approach may be
used as the
research strategy. Information is gathered from organizational
charts,
documents, and observation of daily operational behavior.
Results and
conclusions from the study may generate recommendations or
even more
questions for further research.
Mixed Methods Research

Because it combines the power of quantitative and qualitative
approaches,
mixed methods research methodology is often considered the
most powerful.
An example of this type of research strategy is the use of both
case study and
an experimental design to explore an organization’s processes.
Processes are
observed, changed, measured, and the results quantitatively
analyzed. Again,
this research methodology combines the qualitative (case study
approach) with
2
the quantitative (experimental design) approach.
Action Research
Action research methodology provides a way to approach
solving a problem or
improving a process. The methodology's iterative nature is very
similar to
performing a quality process improvement effort within an
organization.
Although there are a number of models, the basic approach is a
spiral process

that includes identifying the problem, fact finding, planning,
taking action, and
evaluating and correcting as necessary.
One example of an action research project is that of an
organization that
operates a sales call center. The call center is dropping a high
number of calls,
thus losing potential revenue, so a team is pulled together and
data are
collected, reviewed, and an action plan developed. Corrections
are continuously
implemented until the call center metrics improve.
Ethics in Research
Whether in daily life, a job, or especially in research, ethical
behavior is critical
to protect personal and organizational integrity. When
conducting research, the
entire research process must be monitored and carefully
administered to
ensure each step of the process is following the highest
standards of conduct
possible. Regardless of the research methodology used, during
the entire
process, careful consideration must be given to honesty,
intellectual property,
use of human subjects, confidentiality, and social responsibility.
Examples of unethical behavior are not very hard to find. In
research, ethics
are crucial to maintain credibility of the researcher, the team,
and even the
organization conducting the research project. Once the
information, analysis,

results, and conclusions have been compromised, the value of
the research is
substantially, if not irreparably, compromised.
Question 1: What is quantitative research?
Response: Quantitative research is the investigation and the
measurement of
quantities. This kind of research methodology is typically
associated with observations
and quantitative validation. Quantitative research includes
performing an experiment,
recording observations, and statistically analyzing the results.
Typically, a survey instrument or experiment is conducted
providing the researcher
with the ability to analyze and assess the information collected.
A couple of examples
of quantitative research are conducting a marketing survey to
determine the primary
kinds of brand products that customers purchase or performing a
pharmaceutical
experiment to test the effectiveness of a new drug.
Question 2: What is qualitative research?
Response: Qualitative research does not necessarily rely on
measurements or
quantitative information. Qualitative research involves studying
a problem and the

organization of a topic, subject, or a behavior to gain further
understanding of what is
being researched.
Typically a case study design approach is used with this
research
methodology. Data are gathered from documents, interviews,
and observations. Two
examples of qualitative research are study of the qualities of a
good leader and
studying an organization's culture, work flows, or operations.
Question 3: What is mixed methods research?
Response: Mixed methods research typically employs both the
quantitative and
qualitative research approaches. Qualitative and quantitative
data are collected and
analyzed. This diverse information is used to support and
validate a research question.
One example of mixed methods research is a project that
provides a case study of an
organization and implements a survey instrument that can be
statistically or
quantitatively analyzed. The case study documents the
organization, structure, culture,
operations, and other characteristics. The survey instrument
measures the productivity
of the organization's current configuration. The data are then
integrated and
triangulated to answer a research question or validate a
hypothesis.
Question 4: What is action research?

Response: Action research is an iterative research process
initiated to solve a situation
or problem. Action research is not a new methodology. It has
been practiced within the
quality improvement and business operations areas for many
years.
One example of an action research project involves trying to
solve or improve a
business process that requires a cross-functional team to find a
resolution. The team is
established, the problem is identified, data are collected, and
changes or modifications
are made and observed. Based on the results, the process begins
again to
continue optimizing the business process.
Question 5: Is one research method better than another?
Response: One methodology is not better than another. The
methodology used should
be determined by the kind of problem or research question that
is under examination or
being studied. Nevertheless, it is highly possible that if the
wrong approach is used, it
could invalidate the research effort, the results, or prevent the
subject or topic of study
from being properly analyzed.
One example of such a problem is a case study or qualitative
research approach used to
determine if people buy more red shoes or blue ones. Without a
survey, direct

observation, or customer interviews, the research question
cannot be
positively validated.
Question 6: Is there a process or strategy that must be
developed for each of the
research methodologies?
Response: Each research methodology needs to be carefully
planned and
detailed. The topic or subject under study and the research
question or hypothesis must
not be too broad. If the topic, subject, question, or hypothesis
is too broad, the results
of the research project will be inconclusive; however, these
elements must not be too
narrow, otherwise they will limit the scope and not support the
intent of the research
project. It may take some time to develop and fine-tune the
topic to ensure that it is
worded properly, has the appropriate scope and intent, and it is
a researchable topic or
subject.
Question 7: What is an example of a research strategy and plan?
Response: Each research methodology must have a strategy and
plan. The plan is the
research proposal that details how the research will be
conducted, the research
methodology that will be used, the research question and
hypothesis, and the analysis
and reporting approach.
The proposal must thread each of the major parts of the research
project together, as

well as indicate how the research will support the research
question. A way to ensure
that you have a solid plan is to create a road map or box
diagram that identifies all of
the major milestones and visually illustrates the entire research
process for your
research effort.
Question 8: Why is ethics an important aspect of research?
Response: Ethics reflect both the credibility and integrity of the
individual and the
organization. In research, it is extremely critical because it
impacts the validity of the
research as well as the results. Ethics in research touches on
honesty, intellectual
property, use of human subjects, confidentiality, and social
responsibility. All of these
topics must be considered for each and every research project.
The importance of ethics in the research process is illustrated
by an organization that is
performing marketing research for a company that is developing
a very unique
product. Improperly protecting information regarding the
research could adversely
impact the profitability of that company and could even have a
severe impact on the
company's survival in the marketplace.
A way to ensure that you have identified potential ethical
challenges is to create a
matrix of the issues with suggestions of how you will resolve

each potential issue. If
you use this technique, make sure you cover each step in the
research process of the
project.
Question 9: What is the impact of ethics on research?
Response: Ethics and ethical behavior need to be considered
throughout the research
process. For example, suppose the research findings for a
medical study are
exaggerated. This unethical behavior could lead to basing a
critical procedure
on exaggerated research or developing a new medicine under
unethical pretenses. The
exaggeration could lead to severe issues with a patient or even
result in a patient's
death.
Ethics also impact personal credibility. If unethical behavior is
discovered on a
research project, it will impact you and your team's credibility.
Once lost, credibility is
very difficult to get back, and your audience, customer, or
organization may lose
confidence in your ability to conduct research.
Question 10: Can the results or even the research project results
be made null and
void over an ethics-related issue?
Response: This is probably one of the most serious issues. A
research project
considered invalid or considered to have reached invalid results
not only affects the
credibility of the researcher and the team but could also impact

the customer, delay
valuable research findings, and have a severe financial impact.
All research must be carefully planned. The plan needs to be
followed, and due to the
sensitivity of the results, the information gained must be
carefully controlled and
protected.
Conducting periodic research reviews is a good way to help
identify any ethical
research issues. If you are working on a team, you can hold a
team review. If you are
the only researcher, you can ask others to review the
information as you proceed
through the research process.
Starting the Research Process
1

The most engaging research often begins with personal interest
or the
investigation of a new policy, procedure, curriculum, or
learning model in a
corporate or educational institution; however, there are also
other excellent
sources available for identifying topics. Consider the value of
reading
educational journals, browsing the Internet, or sharing ideas and
opinions
with colleagues. The number of potential subjects that emerge
from
professional development activities is enormous. What,
however, are you
supposed to do once you have identified an avenue for research
activity? This
presentation focuses on this question by examining how to
identify a research
problem, how to specify research questions and/or hypotheses,
and how to
locate research for your literature review.
Identifying the Research Problem
Once a research topic has been selected, the next step is to
identify and

refine the research problem. To do this, the researcher needs to
understand
that a research problem must be identified in the following
manner:
stated in a clear, succinct manner that can be clearly
understood by
others in the field of study
defined and delineated in a way that would allow investigation
through
research
have sufficient practical value, whether to further basic
research or to
immediate applications in education
posed in terms of the relationships of variables or, if it is a
descriptive
study, at least clearly state the focus of the study
justified based on previous research or on the potential benefits
to the
field yielded by addressing the problem
Finally, the findings based on the problem should give rise to
further
questions or hypotheses and should also be repeatable by
independent

researchers.
Specifying Research Questions or Hypothesis
The research question or research hypothesis is the question that
directs the
focus of the literature review and drives the development of the
research
methodology. It is the issue or concern that exists in the theory,
literature, or
in practice that needs to be studied. It should answer the
questions, "Why is
2
this study needed?" and "What problem created the need for this
study?"
Research questions are most often used to guide the method of
qualitative
research while hypotheses define the scope of quantitative
designs.

Research questions: A research question is the fundamental
question inherent in the research topic. Such questions,
normally
supplemented by a number of subquestions, are used to guide
the
research much like a thesis statement guides the organization of
an
essay.
Hypotheses: Hypotheses are succinct statements that usually
make
predictions about future events, existing differences among
groups, or
relationships among variables. There are three types of
hypotheses:
directional, non-directional, and null.
The Literature Review
Once the research questions and the purpose of the research are
understood,
the researcher should immediately begin to review professional
sources of
information concerning problems in this area. All researchers
explore
literature about their topic: first, to see what has already been
done and,

second, to profit from findings, cautions, and suggestions made
by other
researchers. You can benefit from browsing and examining both
primary and
secondary resources. This information may be available from
professional
organizations, business journals, or experts in the field. The
literature should
provide an overview of current articles and materials that have
examined
issues directly related to the research topic. The review of this
literature
provides the foundation for the research paper; it should also
provide a
comprehensive review of the benchmark studies which have
been completed
in the topic area.

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