GRADUATE SCHOOL OF BUSINESS LEADERSHIP

MASTERS IN BUSINESS ADMINISTRATION

[HARARE WEEKEND CLASS 1.2]

COURSE CODE & TITLE: MBA710-BUSINESS RESEARCH METHODS

FACILITATOR: MR. TAKAIDZA SIBANDA

ASSIGNMENT: GROUP 2 PRESENTATION

GROUP 2 MEMBERS

Ivy Magwede R211999X

Alice Nyandoro R212353G
Marvellous Svova R145485P
Simba Ruwondo R0825234P
Claris Mazai R162316N
Lincoln Mweda R134977E
Mervis Chateya R179183H
Patience Manjengwa R209371N
 QUESTION 1
Examine the main differences between Quantitative
and Qualitative research approaches
Quantitative versus Qualitative
approaches
 It is important to recognize that systematic observation
and testing can be accomplished using a wide variety of
methods (Cresewell, J.W 1994)
 Different approaches to research encompass both
theory and method and two general approaches are
widely recognized: Quantitative research and
Qualitative research. (Mason, J 1996)
Quantitative approach

 Quantitative research is an inquiry into an identified

problem, based on testing a theory, measured with
numbers, and analyzed statistical techniques (Creswell,
J.W. & Miller, D.L.2000).
 The goal of quantitative methods is to determine
whether the predictive generalizations of a theory hold
true. (Walliam, N. 2009)
Qualitative approach

 By contrast to quantitative approach, a study based on

qualitative process of inquiry has the goal of
undertaking a social or human problem from multiple
perspectives. (Mason, J. 1996)
 Qualitative approach is contacted in a natural setting
and involves a process of building a complex and
holistic picture of the phenomenon of interest.
 It explains the why and how of human behavior
 It is not positivist, no objective truth, different
interpretations, no final certainty in knowledge.
The main differences between
quantitative and qualitative approaches
 The major differences can be summarized according the
structure of the research (type of data), the researcher
and the expected outcomes or results.(Robson,C.2002).
 These can be tabulated as below:
 Cont’
Quantitative approach Qualitative approach

Philosophical foundation Deductive reasoning Inductive reasoning

Aim To test pre-set hypothesis To explore complex human

issues

Study plan Step-wise , predetermining Iterative, flexible

Position of researcher Aims to be detached and Integral part of the research

objective process

Assessing quality of outcomes Direct tests of validity and Indirect quality assurance
reliability using statistics methods of truthfulness

Measures of utility of results Generalizability Transferability

1. Philosophical foundation

 Quantitative approach involves deductive reasoning

whilst qualitative approach uses inductive reasoning.
(Leedy, P.D. and Omrod, J.E. 2005)
 Research is based primarily on deductive forms of logic
and theories and hypotheses are tested in a cause-
effect order in quantitative approach, as compared to
qualitative approach where research is based on
inductive forms of logic, categories of emerge from
informants (subjects), rather than being identified a
priori by the researcher.
2. Aim

 In quantitative approach, the aim is to test pre-set

hypothesis whilst in qualitative approach, the aim is to
explore complex human issues (Winter, G.2000).
 Reality is objective, “out there”, and independent of the
researcher, therefore reality is something that can be
studied objectively in quantitative approach as
compared to qualitative approach where multiple
realities exist in any give situation, the researcher's,
those of the individuals being investigated, and the
reader or audience interpreting the results.
3. Study plan

 In quantitative approach we have a step-wise and

predetermining study plan whilst in qualitative
approach we have an iterative and flexible study plan
(Creswell, J.W. & Miller, D.L.2000 ).
4. Position of the researcher

 In quantitative approach, the researcher to be detached

and objective unlike in qualitative research where the
researcher forms the integral part of the research process.
 For quantitative approach, the researcher should remain
distant and independent of what is being researched
whilst for qualitative research, the researcher interacts
with those he studies and actively works to minimize the
distance between the researcher and those being
researched.
5. Assessing quality of outcomes

 Inquantitative approach, one uses direct tests

and reliability using statistics as compared to
qualitative approach where one uses indirect
quality assurance methods of truthfulness.
 One of the major assumption in quantitative
research is that, the values of the researcher do
not interfere with, or become part of the
research, meaning research is value free, whilst in
qualitative approach the researcher explicitly
recognizes and acknowledges the value-laden
6. Measure of utility of results

 The results are generalizability in quantitative approach

as compared to transferability in qualitative approach.
 The goal in quantitative approach is to develop
generalizations that contribute to theory that enable
the researcher to predict, explain, and understand
some phenomenon whilst in qualitative approach the
goal is to uncover and discover patterns or theories that
help explain a phenomenon of interest.
Examples of quantitative and qualitative
approaches
 Thethree general types of quantitative
approaches are Experiments, Quasi-Experiments
and Surveys whilst for qualitative approach we
have Case studies, Ethnographic studies and
Phenomenological studies.
(http://blog.reseapro.com)
 QUESTION 2
DISCUSS AND EVALUATE THE DIFFERENT
METHODS OF COLLECTING QUALITATIVE
PRIMARY DATA
Definition Of Terms
 According to Onwuegbuzie A. J. etal (2009), qualitative
data is information that is descriptive in nature. It is used
to understand and characterize a problem, sentiment, or
an individual group.
 Data collection is the process of gathering and
categorising relevant information that can be used to
make decisions about specific situations, this is according
to (Seers K., 2012)
 Primary data also known as raw data, is the data which
researcher can collect and is the first person to interpret
(Silverman D., 2000).
Data Collection Methods
1.Questionnaire
Bryman A., ( 2012) defined a questionnaire as a formalised
schedule for collecting data from respondents. It may be
called a schedule, interview form or measuring instrument.
Objectives of a questionnaire
a) It must translate the information needed into a set of
specific questions that the respondents can and will answer.
b) The questions should measure what they are supposed to
measure.
c) It must stimulate the respondents to participate in the data
collection process. The respondents should adequately
motivated by the virtual construct of the questionnaire.
d) It should not carry an ambiguous statements that confuses
the respondents
Data Collection Methods
Questionnaire Components
A questionnaire consists typically of five sections.
They are:
a) Identification data
b) Request for cooperation
c) Instruction
d) Information sought
e) Classification of data
Data Collection Methods
2.OBSERVATION METHODS
 This is another type of method used when the researcher feels
that survey type of methods may not be so relevant in data
collection. In subjective issues, respondents need to be
observed rather than asked lest biases and prejudices happen
in their response. (Spradley J., 1980)
Two Types of Observation Methods
 Structured observation method involves having a set of items
to be observed and how the measurements are to be recorded
 Unstructured
observation, the observer monitors all aspects of
the phenomena that seem relevant to the problem at hand.
Data Collection Methods
3. INTERVIEWS
May K. M., (1991) described interviews as a direct conversation between two
people with a specific structure and purpose.

There are three fundamental types of research interviews:

Structured interviews
They are, essentially, verbally administered questionnaires, in which a list of
predetermined questions are asked, with little or no variation and with no scope
for follow-up questions to responses that warrant further elaboration.
Consequently, they are relatively quick and easy to administer and may be of
particular use if clarification of certain questions are required or if there are
likely to be literacy or numeracy problems with the respondents. However, by
their very nature, they only allow for limited participant responses and are,
therefore, of little use if 'depth' is required.
Data Collection Methods
Unstructured interviews:
 They do not reflect any preconceived theories or ideas and are
performed with little or no organisation (Silverman D., 2000).  Such
an interview may simply start with an opening question such as 'Can
you tell me about your experience of visiting the dentist?' and will
then progress based, primarily, upon the initial response.
Unstructured interviews are usually very time-consuming (often
lasting several hours) and can be difficult to manage, and to
participate in, as the lack of predetermined interview questions
provides little guidance on what to talk about (which many
participants find confusing and unhelpful). Their use is, therefore,
generally only considered where significant 'depth' is required, or
where virtually nothing is known about the subject area (or a
different perspective of a known subject area is required).
Data Collection Methods
Semi-structured interviews
 Itconsist of several key questions that help to define the
areas to be explored, but also allows the interviewer or
interviewee to diverge in order to pursue an idea or
response in more detail (Britten N., 1999). This interview
format is used most frequently in healthcare, as it provides
participants with some guidance on what to talk about,
which many find helpful. The flexibility of this approach,
particularly compared to structured interviews, also allows
for the discovery or elaboration of information that is
important to participants but may not have previously been
thought of as pertinent by the research team
Data Collection Methods
PURPOSE OF RESEARCH INTERVIEWS
The purpose of research interviews
 To explore the views, experiences, beliefs and/or motivations of
individuals on specific matters.
 They are believed to provide a 'deeper' understanding of social
phenomena than would be obtained from purely quantitative methods,
such as questionnaires. 
 They are, therefore, most appropriate where little is already known
about the study phenomenon or where detailed insights are required
from individual participants.
 They are also particularly appropriate for exploring sensitive topics,
where participants may not want to talk about such issues in a group
environment
Data Collection Methods

4. QUALITATIVE SURVEYS
It is used to collect a piece of detailed information
about a product or an issue
a) Paper Surveys: These are paper questionnaires used
for qualitative data from the participants and the survey
consists of short text questions which are open-ended.
b) Online surveys/Web survey – It is prepared using a
prominent online survey software and either uploaded
in a website or emailed to the selected sample size with
a motive to collect reliable online data.
Data Collection Methods

5. FOCUS GROUP DISCUSSIONS

Kitzinger J . (1994) described a focus group as a group discussion on a
particular topic organised for research purposes. This discussion is
guided, monitored and recorded by a researcher (sometimes called a
moderator or facilitator)
Data Collection Methods
When focus groups are used
Focus groups are used for generating information on collective views,
and the meanings that lie behind those views. They are also useful in
generating a rich understanding of participants' experiences and
beliefs (Morgan D. L. , 1998).
Suggested criteria for using focus groups include (Bloor M. etal, 2001).
 Asa standalone method, for research relating to group norms,
meanings and processes
 In a multi-method design, to explore a topic or collect group
language or narratives to be used in later stages
 Toclarify, extend, qualify or challenge data collected through other
methods
 To feedback results to research participants
Data Collection Methods
Morgan D. L., (1998)  suggests that focus groups should be
avoided according to the following criteria:
 Iflistening to participants' views generates expectations
for the outcome of the research that can not be fulfilled
 Ifparticipants are uneasy with each other, and will
therefore not discuss their feelings and opinions openly
 Ifthe topic of interest to the researcher is not a topic the
participants can or wish to discuss
 Ifstatistical data is required. Focus groups give depth and
insight, but cannot produce useful numerical results.
References
Bloor M, Frankland J, Thomas M, Robson K., (2001). Focus groups in social research.
London: Sage Publications,.
Britten N., (1999). Qualitative interviews in healthcare. In Pope C, Mays N
(eds) Qualitative research in health care. 2nd ed. pp 11–19. London: BMJ Books.
Bryman A., (2001). Social research methods. 4th edn. Oxford University Press: Oxford
Creswell,J.W. (1994), Research Design: Qualitative and Quantitative Approaches. Sage
Publications Thousand Oakes, CA.
Creswell, J.W. & Miller, D.L. (2000). Determining Validity in Qualitative Inquiry. Theory
Into Practice, 39(3).
Mason,J. (1996), Qualitative research. Sage Publications Thousand Oakes, CA.
May K. M., (1991). Interview techniques in qualitative research: concerns and
challenges. In Morse J M (ed) Qualitative nursing research. pp 187–201. Newbury Park:
Sage Publications, 1991.
Robson, C. (2002). Real World Research (2nd Ed.). UK: Blackwell Publishing
References
Kitzinger J.,(1994). The methodology of focus groups: the importance of
interaction between research participants. Sociol Health Illn 1994; 16: 103–121.
Leedy, P.D. and Omrod, J.E. (2005). Practical Research: Planning and Design (8th
Ed.). New Jersey: Pearson Prentice-Hall
Morgan D L., (1998). The focus group guide book. London: Sage Publications.
Onwuegbuzie AJ, Dickinson WB, Leech NL, et al., (2009). A qualitative
framework for collecting and analyzing data in focus group research. Int J Qual
Methods.
Seers K., (2012). Qualitative data analysis. Evid Based Nurs.
Spradley J., (1980). Participant observation. Fort Worth, Texas: Harcourt Brace.
Silverman D., (2000). Doing qualitative research. London: Sage Publications.
Walliam, N. (2009). Your Research Project: A Step-By-Step Guide for First-Time
Researchers. Los Angeles: Sage Pub.
References
Winter, G. (2000). A Comparative Discussion of the Notion of Validity in
Qualitative and Quantitative Research. The Qualitative Report, 4(3&4).
Wright, D.B. (1997). Understanding Statistics: An Introduction for the Social
Sciences. London: Sage Pub.
http://blog.reseapro.com.
 THE END
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