FAKULTI PERNIAGAAN DAN PENGURUSAN

JAN 2014

BBRC4103
RESEARCH METHODOLOGY

TABLE OF CONTENTS
1.0 INTRODUCTION OF IMPORTANCE CONCEPTS IN A RESEARCH STUDIES.
1.1 Concept
1.2 Theories
1.3 Hypothesis

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4
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2.0 ANALYSIS ON A QUALITATIVE RESEARCH APPROACH USED IN A RESEARCH STUDY

2.1 Action Research
2.2 Case Study
2.3 Ethnography
2.5 Content Analysis

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3.0 ADVANTAGES AND DISADVANTAGES OF USING QUALITATIVE APPROACH IN A RESEARCH

STUDIES

4.0 SUMMARY

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5.0 REFERENCE

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1.0 Introduction of importance concepts in a research studies.

Research studies is an attempt to understand how people make sense of their world. Detailed data
is gathered through open ended questions that provide direct quotations. The interviewer is an
integral part of the investigation.
Qualitative research is aimed at gaining a deep understanding of a specific organization or event,
rather than surface description of a large sample of a population. It aims to provide an explicit
rendering of the structure, order, and broad patterns found among a group of participants. It is
also called ethnomethodology or field research. It generates data about human groups in social
settings.
It does not introduce treatments or manipulate variables, or impose the researcher's operational
definitions of variables on the participants. Rather, it lets the meaning emerge from the
participants. It is more flexible in that it can adjust to the setting. Concepts, data collection tools,
and data collection methods can be adjusted as the research progresses.
The aims to get a better understanding through first hand experience, truthful reporting, and
quotations of actual conversations. It aims to understand how the participants derive meaning
from their surroundings, and how their meaning influences their behavior.
It uses observation as the data collection method. Observation is the selection and recording of
behaviors of people in their environment. Observation is useful for generating in-depth
descriptions of organizations or events, for obtaining information that is otherwise inaccessible,
and for conducting research when other methods are inadequate.
Observation is used extensively in studies by psychologists, anthropologists, sociologists, and
program evaluators. Direct observation reduces distortion between the observer and what is
observed that can be produced by questionnaire. The context or background of behavior is
included in observations of both people and their environment. It can be used with inarticulate
subjects, such as children or others unwilling to express themselves.

1.1 Concept
It clearly defined as set of ideas deriving from a particular model. It is a ways of looking at the
world to help define the research problem. A concept is characteristics associated with certain
events, objects, conditions and situations. Concepts may be developed because of frequent,
general and shared usage over time. It may be acquired through experience. Some concepts are
unique to a particular culture and not easily translated into another language. Concepts used
must be precise and comprehensible. Hypotheses are designed using concepts, measurement
concepts are used to collect data, new concepts may be invented to express ideas. The success of
research depends on the ability of researchers to conceptualise ideas and how well others
understand the concepts used. Concepts represent progressive levels of abstractions; the degree
to which the concepts do not have objective referents. A shirt is an objective concept while
personality is a concept with a high degree of abstraction; such concepts are called constructs.

1.2 Theories
It is arranged set of concepts to define and explain some phenomenon which contain plausible
relationships. It provides a footing for considering the world and basis for considering how the
unknown may be organized.
It comprises systematically interrelated concepts, definitions and propositions that are used to
explain and predict phenomena. It is a systematic explanation for the observation that relates to a
particular aspect of behaviour. All operations are carried out on the basis of theories since
theories are general statements about variables and the relationships among them. These
generalisations are used to make decisions and predict outcomes.
It narrows the range of facts needed to study; any problem can be studied in many different
ways. A theory can suggest the ways that are likely to yield the greatest meaning;
It suggests a system for the researcher to impose on data in order to classify them in a
meaningful way;
It summarises what is known about an object and indicates uniformities that are not immediately
observable and could help to predict future facts that could be found.
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The components of theory are concepts, constructs, definitions, variables, propositions,

hypothesis, model, framework and process.

1.3 Hypothesis
A proposition set forth as an explanation for the occurrence of some specified group of
phenomena which directly tested. Descriptive hypotheses are propositions that typically state the
existence, size, form or distribution of some variables. Relational hypotheses are statements that
describe a relationship between two variables with respect to some case. The relationship can be
correlational. Hypothesis guides the direction of the study, limits what is to be studied and what
is not. It identifies which facts are relevant and which are not and suggests the most appropriate
form of research design and provides a framework for organising the conclusions. A good
hypothesis is when it is adequate for its purpose which means the descriptive hypothesis must
clearly state the condition, size or distribution of variables in term of values. Another condition is
testable. A hypothesis is not testable if it requires the use of techniques that are not available.

1.4 Variables
At the theoretical level, constructs and concepts are used to relate to propositions and theory.
Here constructs cannot be observed. At the empirical level, propositions are converted into
hypotheses and tested. Here the concepts are termed as variables. The term variable is used as a
synonym for construct or the property being studied. Quantitative variables usually take values
as the indicator of the degree of level. Whereas, qualitative variables do not have any numerical
values and mostly describe in subjective terms.

2.0 Analysis on a qualitative research approach used in a research study

Qualitative research has its roots in symbolic interactions and concentrates on aspects such as
meaning, experience and understanding. In this method, procedures are formalized and carried
out in a not very precise mode. This means to study the element, like man, within unique and
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meaningful situations. An important aspect of this type of research is observation. The very idea
of research can be intimidating.
The research method involves the use of qualitative data such as interviews, documents,
questionnaires, collection of personal experiences, introspection, stories about life, interviews,
observations, interactions and the researchers impression and perception. Qualitative research
methods originates from social sciences to enable researchers to study social and culturaloriented phenomena. A qualitative research focuses on interpretation of phenomena in their
natural settings to make sense in terms of the meanings people bring to these settings.
The qualitative research method involves data

Types of Quality research method

Case Study

Ethnography

Qualitative Research
Content
Analysis

Action research

Grounded
Theory

2.1 Action Research

Action Research is associated with investigation on changes. The intention of action research is
to institute a process of change and conclude based on this process.
Four stages in the action research cycle are:
Diagnosing: Identifying the research question
Action Planning: Determine the actions to be undertaken to address the research
Action Taking: Conduct and monitor the planned actions
Evaluation: Determine if the actions have addressed the research question

2.2 Case Study

A case study is an empirical investigation of phenomenon within its environmental context,
where the relationship between the phenomenon and the environment is not clear. Therefore, a
case is examined to understand an issue or provide input to an existing theory. A case studys unit
of measurement is associated with the entity concept.
A research work deploying the case study method may have single or multiple cases.
Conclusions can be drawn upon the similarities or differences among the cases involved in a
research work.
It is important for a researcher to be careful in interpreting what is being observed. A multiple
case design is appropriate when a researcher is keen to use more than one case to gather data and
draw upon a conclusion based on the facts. The multiple case design confirms the evidence
which enhance the reliability and validity of a research work.

2.3 Ethnography
Ethnography is a qualitative research method which involves description of people and nature of
phenomena. Ethnography involves exploring the nature of phenomena, working with
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unstructured data and analysing data through interpretation of the meanings attributed by
research respondents. This method involves primary observations conducted by a researcher
during a stipulated period.
The ethnographic method needs considerable time and fieldwork commitment from the
researcher. It can be extremely time consuming as the researcher needs to spend a long time in
the observation period and jot down field notes.
Rules for taking filed notes are:
a)Jot down notes immediately and as soom as possible during observation.
b)Track the number of phrases used by subjects.
c)Pay attention to every detail.
d)Record sequence of events chronologically.
e)Avoid making evaluative judgements or summarising retrieved facts.

2.4 Grounded Theory

Grounded theory uses a prescribed set of procedures for analysing data and constructing
theoretical model from them.
Although it originates from social research, the method is now widely used in other fields as
well.
A category emerges from the data and may stand by itself as a conceptual element. The term
grounded refers to the idea whereby a theory emerged from the study is derived from and
grounded in data collected in the field rather than taken from research literature.
Grounded theory is very useful when current theories about a phenomenon are either in-adequate
or non-existent .Data collection for this method is field-based and is likely to change over the
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course of the study. Interviews play a major role in this method but some other techniques like
observation, multimedia resources and documents may also be used.
2.5 Content Analysis
Content analysis is a detailed and systematic examination of the contents of a particular material
to identify patterns or themes. It is typically performed on forms of human communication
including journals, books, printed media and recorded human interactions. Out of the five
designs explained in this topic, content analysis requires thorough planning from the very
beginning. Research problem or research questions need to be specified from the beginning.
Some steps in content analysis are:
a) Identify the specific body of material which needs to be explored
For example, in finding evidence for enterprise architecture using XML and CORBA in a
service-oriented organisation. In this case, the specific body of material to be explored will be
enterprise architecture using XML and CORBA.
b) Define the characteristics to be examined in precise terms
A researcher may identify specific examples of each characteristic as a way of defining it more
clearly.
c) Break into small and manageable segments of materials if it is too complex or lengthy.
A researcher should scrutinise and sort the materials based on the defined characteristics.

3.0 Advantages and Disadvantages of using qualitative approach in a research studies

Qualitative research has its own set of strengths but it also has its disadvantages.
Advantages:
With qualitative research it will be easier to gain a better understanding of the target market
because the types of questions that are asked during the research process begin with the word
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why. Why is a much more powerful word that when, how much, and what. With the
understanding of why then they could reach out to even more people with that knowledge in the
event that they advertise new and existing products.
Another advantage is its low cost. Because it requires a smaller scale, large surveys don't need to
be taken. Instead the research focuses on a sample of the population.
Its strength is in uncovering more about peoples experience. The research is useful during the
early stages of a study when the researcher may be unsure of exactly what will be studied or
what to focus on. This type of research does not need a strict design plan before it begins. This
gives the researcher freedom to let the study unfold more naturally.
The researcher gains more detailed and rich data in the form of comprehensive written
descriptions or visual evidence, such as photographs. This type of research looks at context and
social meaning and how it affects individuals, which is advantageous particularly in the social
sciences.
It provides depth and detail that looks deeper than analysing ranks and counts by recording
attitudes, feelings and behaviours. It creates openness which encouraging people to expand on
their responses can open up new topic areas not initially considered. Simulates people's
individual experiences that a detailed picture can be built up about why people act in certain
ways and their feelings about these actions. Attempts to avoid pre-judgements that if used
alongside quantitative data collection, it can explain why a particular response was given.
Qualitative research is useful for early stages when you are unsure about what to study.
It gives the research freedom to do what comes to the researcher. This also gives the researcher
more detailed written descriptions and visual data through the social meaning of how it affects
different people.
It produces more in-depth, comprehensive information and uses subjective information and
participant observation to describe the context, or natural setting, of the variables under

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consideration, as well as the interactions of the different variables in the context. It seeks a wide
understanding of the entire situation.
Disadvantages
A disadvantage to this type of research is that assumptions really cannot be made outside the
scope of the sample. You can only gather the information that the small group gave to you and a
safe assumption of the rest of the population would not be feasible. It's not a research method
that allows for statistical data but that can easily be overcome by adding in another research
method like mixed research.
It collects data about what your select group of participants feel. You can't necessarily use this
data to make assumptions beyond this specific group of participants.
It is not a research method that conveniently allows for the collection of statistical data. However
this is only a disadvantage if your research question also requires statistical data. Adopting a
mixed methods approach is one way of overcoming this problem.
The researcher of a study using qualitative research is heavily involved in the process, which
gives the researcher a subjective view of the study and its participants. The researcher interprets
the research according to his or her own biased view, which skews the data gathered. Another
disadvantage is that this research method is very time consuming and can last for months or even
years.
It usually fewer people studied means collection of qualitative data is generally more time
consuming that quantitative data collection and therefore unless time, staff and budget allows it
is generally necessary to include a smaller sample size.
It is less easy to generalise because fewer people are generally studied it is not possible to
generalise results to that of the population. Usually exact numbers are reported rather than
percentages.

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It is difficult to make systematic comparisons for example, if people give widely differing
responses that are highly subjective.
It dependent on skills of the researcher which particularly in the case of conducting interviews,
focus groups and observation.
When using Qualitative research you can find that it is very heavily involved with process, so it
give the researcher a subjective view and can only base the results on his or hers interpret-ions.
Another disadvantage is that the method is very time consuming.
The very subjectivity of the inquiry leads to difficulties in establishing the reliability and validity
of the approaches and information. It is very difficult to prevent or detect researcher induced
bias. Its scope is limited due to the in-depth, comprehensive data gathering approaches required.

4.0 Summary
Qualitative research is inductive and aims to understand culture, process, events, meanings,
experiences within particular social context. The findings are bound to particular social, cultural
contexts and are not generalisable to particular groups and/or population. Qualitative research
does not aim to test and or prove the researchers hypothesis. Hypothesis testing is primarily
based upon the positivist paradigm, qualitative research is based upon interpretivism and
constructivism.
Concept clearly defined as set of ideas deriving from a particular model. It is a ways of looking

at the world to help define the research problem. Theory comprises systematically interrelated
concepts, definitions and propositions that are used to explain and predict phenomena.
Qualitative variables do not have any numerical values and mostly describe in subjective terms.

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In qualitative research, hypotheses are not tested. A good hypothesis is when it is adequate for its
purpose which means the descriptive hypothesis must clearly state the condition, size or
distribution of variables in term of values.
However, hypotheses or theories about social phenomena can emerge from the research data and
findings. Grounded theory is a very good example of this.The authors use grounded theory
method to explain how ethnically diverse men and women with HIV in their study managed their
medication side effects as well as their treatment adherence choices.
There are advantage and disadvantages in Quality Research. The advantage is could reach out to
even more people and low cause as it require small scale. It gives the research freedom to do
what comes to the researcher.
The disadvantage to this type of research is that assumptions really cannot be made outside the
scope of the sample. Another disadvantage is that this research method is very time consuming
and can last for months or even years.

5.0 Reference

Alison Wicks (2006) Conceptual and practical issues in qualitative research: Reflections on a
life history study
Tom Lemanski and Tina Overton (June 2011) An Introduction to Qualitative Research
http://faculty.unlv.edu/pjones/rmqual.htm [retrieve: March 8th 2014]
http://www.csulb.edu/~msaintg/ppa696/696quali.htm [retrieve: March 8th 2014]
Total words: 2846

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