Research Methodology I
Lesson 3
Lesson 3
• Chapter 3- Research designs
• Chapter 9- Sampling in quantitative research
• Chapter 17 – The nature of qualitative research
• Chapter 18 – Sampling in qualitative research
Outline of the final research report
• Cover page
• Table of content
• Abstract
• Introduction
• Literature Review
• Methodology
• Findings and Analysis
• Conclusion and Recommendations
• Discussion
• Bibliography
• Appendix
Agenda
• Qualitative and quantitative research methods
• Research designs
• Sampling methods
Main elements of a research cycle
Define the
Organised, problem Primary
systematic, and/or
data-based, Develop
Secondary
Describe data?
critical, research
findings
plan
objective,
scientific
investigation
Analyze Collect
data data
Independence, accuracy,
transparency, reliability, validity
Types of research
Primary v.s Primary research Secondary research
secondary
research Original data was By the indvididual doing By someone else, and you
collected by the research use the data collected
Examples Survey Databases e.g.
Focus group marketline, EMIS
Interviews
Observation
Experiment
Key benefits Specific to your needs Usually cheaper
and you control the
quality
Disadvantage More expensive Collected for other
Researcher bias purposes
No control over variables
included
1. Methodological Choice
Qualitative and quantitative research methods
Methodological Choice
General plan of how you will go about
answering research questions.
Contain:
1. Clear objectives derived from research
questions.
2. Specify the sources from which you intend
to collect data.
3. How you propose to collect and analyse.
4. Discuss ethical issues and constraints you
will inevitably encounter.
Methodological Choice
When+ Characteristics:
• Qualitative research method
• Quantitative research method
Preparation: 5 minutes
Methodological Choice
QUANTITATIVE Numeric data (numbers)
RESEARCH
DESIGN
QUALITATIVE Non-numeric data (words,
RESEARCH images, video clips, and
other similar material)
DESIGN
MIXED METHODS
RESEARCH Combine numeric data
and non-numeric data
DESIGN
Methodological Choice
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
• Based on opinions and experiences • Based on numbers
• Smaller sample size • Larger sample size
• In-depth analysis • Superficial
• Not objectively measurable • Objectively measurable
• Open-ended questions • Mostly close-ended questions
Methodological Choice
1. What is the difference in factors that motivate Dutch and Australian
students to join American Universities?
2. How do customers evaluate Starbucks service quality in the stores in the
NL?
3. In what way can Mediamarkt improve its employee performance in the
stores?
2. Research designs
2. Research designs
Research designs:
• Experimental design
• Time horizon/frame (cross-sectional and longitudinal design)
• Case study design
• Levels of analysis
2. Research designs
Experiment
• The purpose of an experiment is to study the probability of a change in an
independent variable causing a change in another, dependent variable.
• An experiment uses predictions, known as hypotheses:
• Null hypothesis which predicts that a significant difference or relationship
between the variables does not exist.
• The Alternative Hypothesis which predicts there is a relationship or
difference
2. Research designs
Examples
1. What is the relationship between the GDP growth rate and the population
growth?
2. What is the relationship between the population growth and the
unemployment rate in European and Central Asian countries?
3. What is the relationship between income levels and EU membership?
4. What is the relationship between GDP growth rate and the CO2 emission
in Sub-Sahara African countries?
2. Research designs
Time horizon/frame
• Cross-sectional design
• collect data from many different individuals
• Collect data at a single point in time
• Longitudinal design
• collect data from the same sample
• Collect data repeatedly over time
2. Research designs
Case Study
• The basic case study entails the detailed and intensive analysis of a single case.
• Is concerned with the complexity and particular nature of case in question.
• Is popular and widely used research design in business research.
• A case can be:
• A single organization (Apple, KLM, Coca Cola,..)
• A single location (factory, production site, office building,..)
• A person (study of women managers, each woman is a single case,…)
• A single event (NASA space shuttle challenger disaster 1986,…)
• Often a good choice in a thesis or dissertation. They keep your project focused and manageable when
you don’t have the time or resources to do large-scale research.
3. Sampling methods
Recruiting respondents
Oops, wrong person…
Selecting Samples
3. Sampling methods
3. Sampling methods
▪ Probability sampling: the chance of each
case being selected from the target
population is known and equal for all
cases
▪ Non-probability sampling (non-random
sampling): no specific probability of an
individual to be a part of the sample
Probability sampling techniques
Simple random & Systematic random
Simple random:
Selecting the sample at random
from the sampling frame using
either a computer or random
number tables or use a hat☺.
Systematic random:
Selecting the sample at
regular intervals from the
sampling frame.
Probability sampling techniques
Stratified random sampling vs Cluster sampling
Stratified random sampling: Cluster sampling:
• The sample frame is divided • similar to stratified random
into sub-sets. sampling
• Alphabetical order (names) or • sampling frame: list of
date of application and so on clusters, rather than
are strata. individual cases
Non-probability sampling methods
1.Quota sampling – hitting a specific number of interviews based on specific
criteria
2.Self-selection – inviting people to participate (e.g. through a link) if they meet
specific criteria, so the participant selects itself
3.Purposive sampling – selecting samples that meet specific criteria
4.Convenience sampling – asking individuals to participate based on convenience
(e.g. street interview).
5.Snowball sampling – when a clear sample is lacking or individuals are difficult to
recruit, you can ask others to get you introduced
Sampling method overview
Sample size- quantitative research methods
4. Levels of analysis
4. Levels of analysis
• Individuals: studies that focus on specific kinds of individuals (managers
or shopfloor employees,…).
• Groups: study certain types of groupings (HR departments or boards of
directors,…)
• Organizations: focus on companies
• Societies: focus on the national, political, social, environmental, economic
contexts in which business organizations are located.
In-class assignment
Work in groups of 4/5
• In what way can the KFC located in Spui, Den Haag improve
the quality of customer service?
• Discuss:
1. Research methodology
2. Research designs
3. Sampling methods
4. Levels of analysis
Questions?
Homework
Outline of the report
• Cover page
• Table of content
• Abstract (max.150 words)
• Introduction (max.500 words)
• Literature Review (max.1500 words)
• Methodology (max.700 words)
• Findings and Analysis (max.1500 words)
• Conclusions (max.700 words)
• Recommendations and limitations (max 700 words)
• Bibliography/References
• Appendix
