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Business Research Methods

11. Research combining quantitative and qualitative

techniques

Theme 11

• Mixed methods research

• Quantitative and qualitative techniques

• Mixed methods examples

• Reflection on mixed methods

• Case study research design

Mixed methods

• The concept of mixed methods is used to denote a research that integrates quantitative and qualitative research

• Combining QUANTITATIVE and QUANLITATIVE data collection and data analysis techniques

• Mixed methods use both approaches to “counterbalance” the weaknesses and strengths of each method

Bryman & Bell (2007)

Qualitative & quantitative methods and techniques

Techniques• Conversations

• Unstructured

and semi-structured interviews

Jankowicz (1991)

Quantitative

QualitativeTechniques

• Surveys/Self-completion questionnaires

• Structured

interviews

• Structured observations

Ethnography Case Study

Focus groups

Longitudinal study

ExperimentCross-sectional

Methods (designs)

Qualitative

Quantitative

Some controversies

• There are many arguments against the compatibility of combining quantitative and qualitative studies– Epistemological and ontological considerations

suggest incompatibilityA technical version supports the fusion of both

quantities and qualitative methods• The connections between research and philosophical

considerations are not fixed– They denote just predisposition

• Both researches are compatible, feasible and desirable

“Research method are much more free-floating that it sometimes supposed”


Qualitative facilitating quantitative research

• Providing hypotheses -e.g. Interviews• Aiding measurements -e.g. Survey/Metrics• Research applied

– Edwards et al. (1998) studied employee attitude towards TQM

– Conducting interview with quality managers, functional specialists in 6 case study organizations

– Secondary data was also analyzed– Self-completion questionnaires were developed

taking account of the valuable contextual information

Result: 63 % average response for the survey


Quantitative facilitating qualitative research

• Selection of people -e.g. Sampling process• Exploring new concepts -e.g. Surveys• Research applied I

– Storey et al. (2002) studied flexible employment contract and product innovation

– 2,700 self-completion questionnaires were sent to the industry– They identify their target population and approach the

companies to conduct in-depth interviews

• Research applied II– Hochschild (1983) study of ‘emotional labour’ in Delta airlines– Self-completion questionnaires used as the initial

conceptualization tool


Triangulation

• Triangulation is an approach of mixed methodology were different data collection methods are used to examine different aspects of organizational reality (Zamanou & Glases, 1994)

• Ghauri et al. (1995) defines triangulation as the combination of methodologies to improve the accuracy of judgments of results

• Webb et al. (1994) suggest that the confidence in the findings of quantitative research can be enhanced by using more than way of measuring a concept

Triangulation

• Three blind men were asked to describe a elephant by touching only one part of it

• A single method will not be enough to get the whole picture! Ghauri et al. (1995)

Case study research

• Case study methods are enjoying a vogue in business reseach (Brannick & Roche, 1997)

• Bryman and Bell (2007) suggest that qualitative and quantitative business research methods combined represent a common pattern in case studies so as to enhance generalizability

• Case studies represents an “intensive” study of selected examples in order to gaining insight of a phenomenon (Ghauri et al.,1995)

• This method is suitable when researchers have little control over events and when the focus is on a current phenomenon in a “real-life” context (Yin, 1989)

Preparing for a case study

• In many cases students first decide which method to use -e.g. Cases study or survey– and then they formulate their problem Should we decide the method first, or the

problem leading us to the method?

• The problem and our objectives should lead us to the method – Explore/new theory– Generalize/retest

Ghauri et al. (1995)

Criteria to select a case

• Target population for the investigation– Firms – Individuals– Groups

• Assess accessibility

• Time and other constraints– Smaller -e.g. Little time available– Big organizations -e.g. Complex issue


How to conduct a case study

• Case studies are frequently chosen because of the mistaken belief that they are easy to conduct (Brannick & Roche, 1997)

• However, special skills and some caution are required for case study research– Data collection is very demanding (personally)– Exceptional communication skills– Good observer and listener – Special interpretation ability

• Reading behind the lines

– Avoiding bias for own interpretation


Types of case study design

Multiple-case study

• Not related to revelatory or rare phenomena

• Testing established theory

• Comparative design• Generalization• Inductive approach

Single-case study

• Unique case• Testing established

theory• Pilot and exploratory

study• Explanations• Causality (longitudinal)• Inductive approach• Deductive approach at

the fist stage

• The use of particular case studies methods depend on the problem, objective and also on the methodology employed

Yin (1989)

Generalization & multiple-cases• Generalization in case studies is one of the most

controversial issues• Statistical sampling may have some

weaknesses– Sampling frame – Stratify

Theoretical sampling (Gummesson, 1991)– “Mimicking” the generic logic of statistic sampling– 1st qualitative selection – 2nd apply the sampling principles iteratively

• Representativeness – Generalization?

Brannick & Roche (1997)

Analytic generalization

• Robert Yin (1994) argues that multiple case designs are properly viewed as the logical equivalent of repeated experiments, “theoretical replication” – Each of the cases should be carefully chosen

• Same phenomenon under study• Contracting results

– Rather than statistical generalization “Analytic generalization” involves using previously developed theory to compare case studies


The famous “Aston” studies

• Contingent features of organizational structure and power in organizations– 46 organizations sampled for reliable measures -i.e.

metrics– Stratify them by product type and size– The unusual feature of the Aston research was to

use:• statistical design principles and associated modes of

generalization using small samples of organizations, and • using multiple data collection methods (triangulation)

However, the potential of this hybrid design remains to be explored


Generalization

• The remaining question is weather statistical sampling and generalization can have any place in the logic of multiple case design

• Gummesson and Yin suggest categorically that the answer is NO– Statistical analysis should just support the

arguments of case research studies


A typical case research example• Kanter (1977) conduct a single case study at

Indsco Supply Corporation – Postal surveys– Semi-structure interviews– Focus groups with employees– Participating in meetings and conversations with

personnel – Secondary data (public documents, memoranda, etc.)– Although she did not claim generalization, she

conducted interviews also in other corporations to conclude that Indsco was typical among other corporation

– She finally suggest that Indsco’ story could be similar to other organizations


Some final considerations• Mixed methods, and mono-methods, should be

competently designed and conduced• No matter how many collection methods are employed

– “More is not better”• Mixed methods should be aligned with the type of

research question• Very time consuming and financial resources• Good combination of qualitative and quantitative skills In a nut shell, mixed methods are not universally

applicable It may provide better understanding It may enhance confidence of findings It may improve chances of access

However, it is subject to similar constraints and considerations as research relying on a single method of research strategy


Key points

• Mixed-methods– Counterbalancing their weaknesses

• Triangulation mixed-method approach

• Case study– Considerations for conducting case studies– Multiple-case studies

• Generalization issues

Education

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