SESSION 2

METHODS FOR SOCIAL RESEARCH

I. Quantitative methodology

“Quantitative methods infer evidence for a theory through the measurement of variables that produces
numeric outcomes” (Field, 2005)

A) Types of quantitative research

- Experimental research
In field, laboratory….
- Correlational research
Collect through knowledge test scores…
- Survey research
Questionnaires for consumer behaviour /motivations…
- Archival research
Collecting through reports, how special phenomena occurs over time (when company
keeps taking bad decisions)

B) Experimental method

Independent Variable (IV): variable thought to be the cause of some effect

Dependent Variable (DV): Variable thought to be affected by changes in the IV

Laboratory: place where data collected (experimental M).

Lab experiments:
- Create artificial conditions
- Isolate/Manipulate single aspect of V
- Cause-effect relationship between V

Field experiment: more naturalistic settings outside the lab

- Manipulation of IV but “natural” setting

Statistical hypothesis formulation:

- Alternative hypothesis H1: effect present
- Null hypothesis H0: effect absent

Validity: whether an instrument measures what it is designed to measure

Reliability: whether an instrument can be interpreted consistently across different situations

C) Strengths and limitations

ADVANTAGES DISADVANTAGES
- Generalizable research findings - Internal validity high, external validity low in
- Data collection can be quick and inexpensive experimental conditions
- May be able to eliminate confounding V
- Analysis relatively less time consuming
 SESSION 2
METHODS FOR SOCIAL RESEARCH
- Useful for study behaviour of large sample - Researcher’s categories may not be reflected in
local communities or interpreted differently
from researcher
- Confirmation bias (hypothesis testing rather
than generation)

D) Mixed methods

About connecting quant and qual together (binary and opposing pts of view on the research paradigm)

- Quantitative methods: associated with positivist epistemology (single reality)

- Qualitative methods: associated with constructivist epistemology (multiple constructed
realities)

II. Qualitative methodology

Qualitative research: locates observer in the world, set of interpretive, material practices that make the
world visible. These practices turn the world into a series of representations. Naturalistic approach and
interpret meanings people bring to researchers.
 Interpretive meaning, non- numerical data: text and others.

Constructivist approach and anti-positivist

Deals best with complexity, depth and meaning

A) Qualitative research process

B) Types of qualitative methods

Data collection methods

 Structured interviews
o Yes/No questions…
 Semi-structured interviews
o One on one discussion, few questions to direct the conversation
 Unstructured interviews
o One or no questions, see where the conversation goes (not often used, but great at
initial stage)
 SESSION 2
METHODS FOR SOCIAL RESEARCH
 Focus groups
o 4 or more with moderator, see how ppl interact with the theme (useful for product
dvp research)
 Ethnography – participant observation
o Management studies: shadowing CEO to see how he cope with decisions

 All need active listening and note-taking (research intensive)

C) Focus groups

Marketing groups may only use focus groups to determine preferences, reaction to specific idea…

D) Strengths and limitations

ADVANTAGES
Deals with how participants understand and
experience phenomenon
Useful for studying a limited number of cases in
depth and providing individual case information
Describes complex phenomena well
Offers robust contextual understanding within
which phenomenon occur
DISADVANTAGES
Non-generalizable findings
Difficult to make quantitative predictions
Usually a lot more time and labour intensive
May be more open to researcher’s personal biases
Might have lower credibility due to institutional
perceptions

III. Ethical considerations

- Physical/Psychological harm
- Abuse of power (Challenge with ethnography: merge with participant)
- Privacy, anonymity and confidentiality (informed consent)
- Deception (Cannot lie to participant about the topic of your research)
- Use and misuse of data (Especially in qual research. Make sure to go back to participant and
ask if interpreting properly)