Qualitative And Quantitative Approach

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involves fewer participants and emphasis is given to the quality of information more than the quantity. Similarly, quantitative research is concerned with quantifying results and data obtained via quantitative methodologies lends itself to the use of statistical techniques. Quantitative researchers will generalize findings of a sample onto the full population under investigation (Bernt & Petzer, 2011). Quantitative and qualitative methodologies can be successfully combined to create a mixed method approach (Viljoen, 2013) and this approach can be described as the use of multiple data sources, methods or researches that are used to investigate the same phenomena (Collis & Hussey, 2009). Based on the discussion on qualitative and quantitative…show more content…
The main benefit of this combination is its ability to cross check data and thus allow access to different levels of reliability (Bryman & Bell, 2011). A mixed methods approach is one in which the researcher tends to base knowledge claims on pragmatic grounds (e.g., consequence-oriented, problem-centered, and pluralistic). It employs strategies of inquiry that involve collecting data either simultaneously or sequentially to best understand research problems (Creswell, 2013). In addition to this, the complementary use of qualitative and quantitative methods allows for the compensation of weaknesses in each method as the two methods complement each other (Viljoen, 2013). As cited by (Collis & Hussey, 2009) “conducting exploratory interviews in order to have an understanding of a phenomenon before initiating the questionnaire survey” can be considered an example for this mixed method approach. In terms of this study, the mixed method approach consists of qualitative interviews and quantitative survey, which is finally expected to deliver a higher reliability of…show more content…
The target population consisted of all registered travel agencies operating in Sri Lanka. According to records of SLTDA (Sri Lanka Tourism Development Authority) there are over 650 registered travel agencies operating in Sri Lanka. Considering the total population of high number of registered travel agencies, the sampling frame was defined choosing only the travel agencies who are registered members of SLAITO (Sri Lanka Association of the Inbound Tour Operators). According to the SLAITO member listing, a total of 150 travel agencies were identified as the sampling frame. As explained in the section 3.5.2 under research approach, in terms of this study, the mixed method approach consists of qualitative interviews and quantitative survey have been utilized in collecting data, hence sampling has to be defined under the qualitative approach and the quantitative approach of the
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