step 6 elements of research design by yuksel ekinci (phd) professor of marketing oxford brookes...
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STEP 6
ELEMENTS of RESEARCH DESIGN
by Yuksel Ekinci (PhD)
Professor of MarketingOxford Brookes University
4
Contrasting Qualitative & Quantitative Methods
Research Goals/Objectives
Discovery and identification of new ideas, thoughts, feelings, preliminary insights, understanding of ideas and objects
Validation of facts, estimating relationships, predicting variables
Type of Research Normally exploratory designs Descriptive or hypothesis testing.
Type of Questions Open-ended, semi-structured, Deep probing
Mostly structured
Time of Execution Relatively shorter time frames Significantly longer time frames
Representativeness
Small samples, limited to the sampled respondents
Large samples, normally good representation of target population
Type of Analyses Debriefing, subjective, content, interpretative, semiotic analyses
Statistical, descriptive, causal or predictions of relationships
Researcher SkillsInterpersonal communications, observations, interpretative skills
Statistical data analysis skills, translation abilities and some subjective interpretative skills
Generalizability of Results
Very limited; only preliminary insights and understanding
Usually very good; inferences about facts, estimates of relationship
Key Factors Qualitative Methods Quantitative Methods
Source: Hair, Bush, and Ortinau, (2000, p. 215)