INTRODUCTION TO

RESEARCH METHODOLOGY

LECTURE 2
QUANTITATIVE RESEARCH

BY DR. SELASI OCANSEY

 Contents

• Quantitative research
• Questionnaire survey – steps
• Questionnaire – advantages/disadvantages
• Type of questions
• Scaling responses
• Question placement
 Quantitative
Research
Quantitative research is the systematic empirical
investigation of observable phenomena via statistical,
mathematical or computational technique.
The objective of quantitative research is to develop
and employ mathematical models, theories and
hypothesis pertaining to phenomena
Quantitative research provides the fundamental
connection between empirical observation and
mathematical expression of quantitative relationship
 Quantitative Research
Characteristics
Describing a research problem through a
description of trends or a need for an
explanation of the relationship among
variables.
Providing a major role for the literature
through suggesting the research questions
to be asked and justifying the research
problem and creating a need foe the
direction.
 Quantitative Research
Characteristics
Collecting numeric data from a large
number of people using instruments with
pre-set questions and responses
Analyzing trends, comparing groups or
relating variables using statistical analysis
and interpreting results by comparing
them with prior predictions and past
research
 Quantitative Research
Characteristics
Some quantitative research problems
require that you explain how one variable
affects another.
By explaining a relation among
variables, you are interested in
determining whether one or more
variables might influence another
variable
 Quantitative Research
Characteristics
In quantitative data collection, you use
an instrument to measure the variable in
the study. An instrument is a tool for
measuring, observing, or documenting
quantitative data.
It contains specific questions and
response possibilities that you establish
or develop in advance of the study.
 Quantitative Research
Characteristics
In quantitative data analysis, you
analyse the data using mathematical
procedures called statistics. These
analyses consist of breaking down the
data into parts to answer the research
questions
 Questionnaire
Survey - Steps
1. Define the problem/ survey topic
2. Use previous studies & expert advice
3. Define research questions/ objectives
4. Define study population and sample size
5. Develop a preliminary questionnaire
6. Pretest the questionnaire (similar subjects)
7. Cover letter (Introducing the study, deadline for return,
guarantees for data anonymity)
8. Stamped & self-addressed envelop
9. Follow-up letter for non-respondents
 Questionnaire
Survey

Mail
Web-based
Questionnaires Group
E-mail
Interview
 Questionnaire -
Advantages
Broad coverage (local, national, international)
 Frank and anonymous answers
 Economical for large population
 Less Time consuming
 Quantitative data (easy to analyze)
 Filling at a convenient time
 Easy to respond (fixed responses)
 Good for sensitive & ego-related Qs.
 Original hard-to-obtain data
 Questionnaire -
Disadvantages
No clarification for ambiguous questions
 Inadequate motivation to respond
 Poorly worded or direct questions
 Unattractive style and format
 Low response rate
 Inaccurate responses – no verification
 Limited fixed responses
 Cannot uncover causes or relationships for
attitudes, beliefs, actions
 Type of
Questions
Factual: Age, gender, education, experience (often used
to investigate relationship)
 Informative: What respondents know about a
given topic (How do you come to know about the
availability of e-journals?)
 Attitudinal/Opinion: To obtain info about
respondents’ beliefs, feelings, values (Do to agree that
current copyright law is fair?)
 Self-perception: Allows subjects to compare their ideas
or actions with others (How active are you in the
community work? How will you describe your computing
skills?)
 Type of Question
Standard of Action: How respondents will act in
a situation (which party will you vote in the next
election? Will you join the organ donation society? )
 Projective Questions: Allow respondents to
answer in an indirect manner by imposing
their feelings, attitudes or beliefs on others
(Are most of the Singaporeans quitters or stayers?
Are students happy with the grading scheme?)
 Structured/
Unstructured Qs
Another possible categorization of
questions:
 Unstructured Questions: Allow respondents to
reply freely without having to select one of several
provided responses (also called open-ended
questions)
 Useful for exploratory studies in which various
dimensions and facets of a problem are examined
 Usually difficult to analyze responses
What steps are required to improve the quality of
National Service?
 Usually low response rate
 Structured
Questions
Provide a group of fixed responses
Dichotomous: yes/no, true/false, agree/disagree
 Multiple Choice: What sources do you use for writing term
reports? (check all that apply)
How many hours do you exercise per week (check only one
response)
How satisfied are you with the quality of canteen ‘A’ food?
 Contingency: Determine if the respondent is qualified to answer a
subsequent question)
Do you use databases available through iGems? (If no, please move
to question 15) *
Have you participated in DIS orientation? (Yes/No)
 If yes, how effective was this briefing? (Very effective, effective,
ineffective …)
 Scaling
Responses
Likert-type Scale: Each response is assigned a
numeric ranking based on a continuum that
contains predetermined units of measurement
 Designed to show a differentiation among
respondents opinions
• How important is …. (very important, important ….)
• How adequate are …. (v. adequate ……..inadequate)
• How frequently do you ... (frequently … infrequently)
 Scaling
Responses
 Semantic Differential Scale: Provides a set of
bipolar adjective pairs
Q. How would you rate performance of the Income
Tax staff?
1 2 3 4 5 6 7
Bad … … … … … … … Good
Unfair … … … … … … … Fair
Harsh … … … … … … … Gentle
 Scaling
Responses
Rank-order or Comparative Ranking
Respondents
Scale are expected to rank responses according to
their importance/ preference
 Should be used carefully as many respondents face
difficulty in understanding/responding
Only use a short list of responses
Q. What sources do you prefer for writing term reports? Please
rank them according to …… (1= most preferred; 7= least
preferred)
--- Books
--- Encyclopaedia
--- Friends
--- Internet
--- Journals
--- Lecture notes
--- Personal collection
 Question Placemen
 Opening questions - start with easy non
threatening questions
 Sequence - according to the research topic,
logical flow
 Sensitive questions - should be asked only after
trust is developed
 Difficult questions - more difficult questions
should be asked at the end
Personal Data – age, gender, qualification,
experience
 Mapping Survey
Questions
Question

Res. Objective 1 Question

Question

Question
Res. Objective 2
Question

Question

Res. Objective 3 Question

Question
 Example of quant
data/analysis
Matched users were those who learning styles were
matched with the lesson plan e.g. sequential users
with a sequential lesson plan.
Mismatched participants used a lesson plan that
was not matched to their learning style, e.g.
sequential users with a global lesson plan.
H0 – there will be no statistically significant difference in
knowledge gained between users from different experimental
groups
H1 – students who learn in a matched environment will learn
significantly better than those who are in mismatched
environment
H2 – students who learn in a mismatched environment will learn
significantly worse than those who learn in a matched
environment
 Interpreting Test
Statistics

• Statistical testing was carried out using a univariate ANOVA in SPSS, to

determine if there was any significant difference in knowledge gained.
• Initial conjecture suggests that the mismatched group actually performed
better than the matched group.
• However, the difference between the two groups was not significant
(F(1,80)=0.939, p=0.34, partial eta squared = 0.012) and hence
hypotheses 1 and 2 can be rejected.
Graphical Data
Analysis
 What quant researchers
worry about?

Is my sample size big enough?

Have I used the correct statistical test?
have I reduced the likelihood of making
Type I and/or Type II errors?
Are my results generalisable?
Are my results/methods/results
reproducible?
Am I measuring things the right way?
 Quantitative
Research Cons
Some things can’t be measured – or
measured accurately
Doesn’t tell you why
Can be impersonal – no engagement with
human behaviours or individuals
Data can be static – snapshots of a point in
time
Can tell a version of the truth (or a lie?)
“Lies, damned lies and statistics” – persuasive
power of numbers
“Science is not belief, but
the will to find out.”