URDANETA CITY UNIVERSITY

San Vicente West, Urdaneta City

GRADUATE SCHOOL

MASTER IN BUSINESS ADMINISTRATION

Subject: Business Research

Topics:

Qualitative and Quantitative Research, Concept of Measurement,

Causality, Generalization, Replication, Merging

Reporting Date: May 18, 2019

Reporter: Jun Jun E. Leonin

Professor: Genoveva Yalung Reyes, CPA, Ph.D, FRIAcc

Qualitative and Quantitative Research

 In has been discussed in previous reports about qualitative and
quantitative research. This time, we are going to summarize the
differences between these two types of research methods.

Using the information written in the table below, we will be able to

somehow summarize the differences of these two:

The concept of qualitative research is to understand the human

behavior from the informant’s point of view. Meaning, we deal with
intangible variables which can be used in multiple approaches in
research. Whereas in quantitative research, it is concerned with
discovering facts about, say, social phenomena. So then, quantitative will
gather data relying heavily in numbers.

Another table will show us the differences of the two:

 As we can see, Hammersley, et. al., did identify the specific words
and phrases to really know if a research is using qualitative or
quantitative approach.

“While defining quantitative and qualitative research based on their

uses and purposes may be considered a practical approach for
researcher, the difference actually lies on their roots: Quality and
quantity. Procedures, designs, concepts, purposes and uses emanate
from there. Example on qualitative research referring to quality where
problems are answered without generally focusing on quantity, are
descriptions (in words) coming from interviews, discussions or
observations. However, when words are translated to quantity in order to
describe or to generalize, then the research is now quantitative research.
The bottom lines are the questions: “What is/are” for quality and “how
much/many” for quantity.”
Carmelo Tabinas1
1
https:www.snapsurveys.com/blog/qualitative-vs-quantitative-
research/#comment-2190
 Concept of Measurement

Views regarding the role of measurement in quantitative research

are somewhat divergent. Measurement is often regarded as being only a
means by which observations are expressed numerically in order to
investigate causal relations or associations. However, it has been argued
that measurement often plays a more important role in quantitative
research.2

Qualitative methods can be used to know the conclusions produced

by quantitative methods. If we are going to used both methods, they then
will be called mixed-methods research or merging.

Example, in finance, quantitative research into the stock markets is

used to develop models to price complex trades, and develop algorithms
to exploit investment hypotheses.

Causality

Causal research or explanatory research, is the investigation of

cause-and-effect relationship. To determine causality, it is important to
observe variation in the variable assumed to cause the change in the
other variable(s), and then measure the changes in the other variable(s).
Other confounding influences must be controlled for so they don’t distort
the results, either by holding them constant in the experimental creation
of data, or by using statistical methods. This type of research is very
complex and the researcher can never be completely certain that there
are no other factors influencing the causal relationship, especially when
dealing with people’s attitudes and motivations. There are much deeper
2
https://en.m.wikipedia.org/wiki/Quantitative_research
psychological considerations that even the respondent may not be aware
of.3

Generalization

Generalization, which is an act of reasoning that involves drawing

broad inferences from particular observations, is widely acknowledged as
a quality standard in quantitative research , but is more controversial in
qualitative research.4

There are three models of generalization:

1. Statistical generalization involves inferring the results from a

sample and applying it to a population. To do this, the sample
must be selected randomly and be representative of the
population. It is important that the characteristics and units of
the population (e.g., individuals, households) are specified before
a sample is drawn.

2. Analytic generalization also called theoretical elaboration.

This is a type of generalization in which the inquirer attempts to
link findings from a particular case to a theory.

3. Transferability. Transferability can apply in varying degrees to

most types of research. Unlike generalization, transferability
does not involve broad claims, but invites readers of research to

3
https://en.wikipedia.ord/wiki/Causal_research
4

https://www.tankonyvtar.hu/en/tartalom/tamop412A/2011_0009_Vincze_S
zilvia-Research_Methology/ch15.html
 make connections between elements of a study and their own
experience. For instance, teachers at the high school level might
selectively apply to their own classrooms results from a study
demonstrating that heuristic writing exercises help students at
the college level.5

This is the table showing generalization:

Replication

https://www.tankonyvtar.hu/en/tartalom/tamop412A/2011_0009_Vincze_S
zilvia-Research_Methology/ch15.html
 “Replication studies infer the same method and methodology being
adopted as close to the original as possible. The main reason for
replication is to test if, over time, if the same study was conducted again
(using as close to the original parameters as possible) would things have
changed because changing social, economic, political conditions might
impose a different outcome. They serve to 'bring the original study up-to-
date'. However, some might replicate (using exactly the same methods)
against a different culture, geographical location etc. to see if this has an
impact on outcome. If your variables are 'entirely different' - it is unlikely
to constitute replication.”

- Dean Whitehead
Flinders University

“In replication research, the researcher walks the same path of the
previous researcher, following exactly his/her trail (especially the
methodology). It is a strategy used in testing the validity or rebut of the
findings of a previous study after the situations in a study area have
evolved over time. If the same study (Methodical approach) is used in the
context of a different country, it would not be replication because the
variables would not be constant. It would be some sort of geographical
parallel research instead.”

- Dickson Adom
Kwame Nkrumah
University Of Science
and Technology
 Merging or Mixed Methods Research

Mixed methods designs can provide pragmatic advantages when

exploring complex research questions. The qualitative data provide a
deep understanding or survey responses, and statistical analysis can
provide detailed assessment of patterns of responses. However, the
analytic process of combining qualitative and survey data by quantifying
qualitative data can be time consuming and expensive and thus may lead
researchers working under tight budgetary or time constraints to reduce
sample sizes or limit the time spent interviewing. 6

6
Merging Qualitative and Quantitative Data in Mixed Methods Research:
How to and Why Not, Driscoll, Appiiah-Yeboah, Salib, Rupert,
http://digitalcommons.unl.edu/icwdmeea