The document discusses research methodology, outlining key components such as qualitative versus quantitative methods, the research onion model, and tips for postgraduate research. It provides examples of research problems and breaks down the components of the research onion model into qualitative and quantitative categories. The document emphasizes that research methodology is determined by factors like the research problem, ontology, epistemology, and choice of design/role of concepts, and that the type of data collected depends on whether a quantitative, qualitative, or mixed methods approach is used.

1. D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8

2. RESEARCH METHODOLOGY
QUALITATIVE AND/OR QUANTITATIVE
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8

3. D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8

4. OUTLINES
• Introduction
• Research Community
• Over view of research methodology
• Differences between qualitative, quantitative and
mixed method research
• Tip for postgraduate research
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8

5. INTRODUCTION [1]
Master Thesis @ research problem:
How and why rural entrepreneurs select their marketing
strategy at start-up stage?
PhD Thesis @ research problem:
How effective for strategic marketing in the Australian
finance industry are Porter’s Model of competition and
European models of networks?
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8

6. RESEARCH COMMUNITY [4]
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
Quantitative
Method are best
The research
questions drive
everything
Qualitative
methods are
best

7. RESEARCH ONION [3]
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
Philosophies
Approaches
Strategies
Choices
Time
horizons
horizon
Techniques &
procedures
Deductive
Inductive
Case study
Survey
Action
research
Grounded
Theory
Ethnography
ExperimentMono
method
Mixed
method
Multi-
method
Cross
sectional
Longitudinal
Data collection &
analysis
Archival
research
Realism
Interpretivism
Positivism
critical
Radical
humanist
Objectivism
Subjectivism
Pragmatism

8. BREAK
Please align the research onion’s
components into qualitative and
quantitative method
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8

9. MOTIVATION
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Based on the
meanings
derived from
numbers
• According to
the design
• Based on
meanings
expressed
through words

10. PHILOSOPHY & PARADIGM
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Positivism
• Postpositivism
• Objectivism
• Functionalist
• Radical
Structuralist
• Pragmatism
• Subtle realist
• Realism
• Realism
• Neo-realism
• Subjectivism
• Antipositivism
• Interpretive
• Radical
Humanist
• Constructivism

11. LOGIC REASONING [2]
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Deductive • Inductive –
Deductive
• Deductive -
inductive
• Inductive
• Retroductive
• abductive

12. ASSUMPTION
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Assume an
objective social
reality
• According to
the design
• Assume that
social reality
is constructed
by the
participants
in it

13. ASSUMPTION
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
QUANTITATIVE MIXED METHOD QUALITATIVE
• Assume that
social reality is
relatively
constant
across time
and settings
• According to
the design
• Assume that
social reality
is
continuously
constructed in
local
situations

14. RESEARCHER STANCE
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Take an
objective,
detached
stance towards
research
participants
and their
setting
• According to
the design
• Become
personally
involved with
research
participants, to
the point of
sharing
perspectives and
assuming a caring
attitude

15. RESEARCHER STANCE
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
QUANTITATIVE MIXED METHOD QUALITATIVE
• Researchers’
view – derive
from literature
• Distance
• According to
the design
• Participants’ view
– derive from field
• Proximately or
nearest

16. PHENOMENON
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Study
behaviour and
other
observable
phenomenon
• According to
the design
• Study the
meanings that
individuals
create and other
internal
phenomenon

17. SOCIAL ENVIRONMENT
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Generate
numerical data
to represent
the social
environment
• According to
the design
Generate verbal
and pictorial
data to
represent the
social
environment

18. CONCEPTS & THEORIES
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Use
preconceived
concepts and
theories to
determine
what data will
be collected
• Theory testing
• According to
the design
• Discover
concepts and
theories after
data have been
collected
• Theory
emergent

19. THE ROLE OF CONCEPTS [2]
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QUANTITATIVE MIXED METHOD QUALITATIVE
• The
operationalizing
Tradition
• According to
the design
• The ontological
Tradition
• The sensitizing
Tradition
• The
hermeneutic
Tradition

20. CAUSAL RELATIONSHIP
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QUANTITATIVE MIXED METHOD QUALITATIVE
• View causal
relationships
among social
phenomenon
from a
mechanistic
perspective
• According to
the design
• Assign human
intentions a
major role in
explaining
causal
relationship
among social
phenomenon

21. STRATEGIES [5] [2] [3]
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Survey
• Experimental
• Correlational
• Quasi-
experimental
• Triangulation
design
• Embedded
design
• Explanatory
design
• Exploratory
design
• Case Study
• Abductive Case
Study
• Action Research
• Grounded
Theory
• Ethnography
• Archival
Research

22. DATA COLLECTION
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Collection
results in
numerical and
standardised
data
• Structured
• According to
the design
• Collection
results in non-
standardised
data requiring
classification
into
categories
• Unstructured

23. DATA EVIDENCE SOURCES [6]
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Questionnaires
• Experimental
data
• According to
the design
• Interview
• Documents
• Observation
• Archival
records
• Physical
artefacts

24. SETTINGS
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
QUANTITATIVE MIXED METHOD QUALITATIVE
• Study human
behaviour in
natural or
contrived
settings
• According to
the design
• Study human
actions in
natural
settings

25. CONTEXT
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Analyse social
reality into
variables
• According to
the design
• Make holistic
observations
of the total
context within
which social
action occurs

26. ANALYSIS
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
QUANTITATIVE MIXED METHOD QUALITATIVE
• Analysis
conducted
through the use
of diagrams and
statistics
• Use statistical
methods to
analyse data
• According to
the design
• Analysis
conducted
through the use of
conceptualisation
• Use analytic
induction to
analyse data

27. ANALYSIS
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Static
• Structured
• Behaviour
• According to
the design
• Process
• Unstructured
• Meaning

28. REPRESENTATIVE
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Study samples
that represent
populations for
statistical
generalisation
• According to
the design
• Study cases
for theoretical
generalisation

29. REPRESENTATIVE
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QUANTITATIVE MIXED METHOD QUALITATIVE
• Use statistical
inference
procedures to
generalize
findings from a
sample to a
defined
population
• According to
the design
• Generalize
case findings
by searching
for other
similar cases

30. REPORT
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
QUANTITATIVE MIXED METHOD QUALITATIVE
• Prepare
impersonal
(not influence
by personal
feelings),
objective
reports of
research
findings
• According to
the design
• Prepare interpretive
reports that reflect
researcher’s
constructions of the
data and an
awareness that
readers will form
their own
constructions from
what is reported

31. HOW RESEARCH METHODOLOGY IS DETERMINED?
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
a. The selected problem/issues/theory
b. The researcher’s ontology position
c. The researcher’s epistemological position
d. Choice of research design and the
role of concepts
Type of data Type of data
Quantitative Method Mixed Method Qualitative Method

32. TIPS [2]
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
Ontology Cautious, depth or subtle
realist
Cautious or subtle
realist
Depth or subtle
realist
Idealist or Subtle
realist
Epistemology Conventionalism Falsificationism
Conventionalism
Neo-realism Constructionism
Approach Inductive Deductive Retroductive Abductive
Aim To establish description
of characteristics and
patterns
To test theories, to
eliminate false ones and
corroborate the survivor
To discover
underlying
mechanisms to
explain observed
regularities
To describe and
understand social
life in terms of
social actors’
meanings and
motives
Start Collect data on
characteristic and/or
patterns
Identity a regularity that
needs to be explained
Document and
model a regularity
and motives
Discover everyday
lay concepts,
meanings
Produce descriptions Construct a theory and
deduce hypotheses
Describe the
context and
possible
mechanisms
Produce a technical
account from lay
accounts
Finish Relates these to the
research questions
Test hypotheses by
matching them with data
explanation in that
context
Establish which
mechanism(s)
provided(s) the best
Develop a theory
and elaborate it
iteratively

33. ADVICE
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
PhD is not only place for seeking knowledge but
it is a fierce battlefield

34. ADVICE
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
CAPTURE YOUR SUPERVISOR STRENGTHS TO STILL ALIVE

35. REFERENCES
D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8
[1] Chad Perry (1998) , A Structured Approach for Presenting Theses,
http://users.ugent.be/~dgosseli/Presentations/PhD-Thesis-Approach.pdf
[2] Blaikie, N. (2010). Designing social research. Oxford: Polity Press
[3] Saunders, M., Lewis, P., & Thornhill, A. (2016). Research methods for business
students. Harlow (Essex: Pearson
[4] Teddlie, C., & Tashakkori, A. (2014). Foundations of mixed methods research:
Integrating quantitative and qualitative approaches in the social and behavioural
sciences. Johanneshov: MTM
[5] Creswell, J. W., & Plano, C. V. L. (2007). Designing and conducting mixed methods
research.
[6] Yin, R. K., & Yin, R. K. (2018). Case study research and applications: Design and
methods.

36. D R A N I S A M I R A @ U M K @ R E S E A R C H M E T H O D O L O G Y @ 0 2 1 1 1 8