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
Available methods To achieve accuracy and effectiveness when carrying out this research, careful consideration of the methodology is needed. To restate, carrying out this research will obtain qualitative data
According to Creswell (2014), this would make the research approach, mixed method. Mixed method research is the combination of qualitative and quantitative research (Creswell, 2014). The researches used interviews, which would be considered qualitative. In addition, scales and indexes were used which do not allow for any explanation from participants, and would therefore be considered quantitative (Creswell,
[Accessed 2 Aug. 2014]. Lankabusinessonline.com. 2014. Travel Target. [online] Available at: http://www.lankabusinessonline.com/news/sri-lanka-tourist-arrivals-reach-2013-target-after-data-revision/922133990 [Accessed: 24 Jul 2014].
This research method is used: to describe variables, to examine relationships among variables; to determine cause and effect interactions between variables. 2. Qualitative Research Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.
The author s clearly out lays the study population and the sample size which they involved in their study. The authors clearly showed the methods adopted in analyzing data. They used naturalistic inquiry approach and narrative recording. This makes their study more reliable and credible.
There are several factors that must be included in the selection of a methodology, such as the setting for the research, the goals of the study, and the nature of the subject matter. Each of these factors will be examined specifically. Creswell (2009) asserts that qualitative design is a way to explore the meaning ascribed to social or human problems and when problems are not well understood and requires exploration. The qualitative research gives the researcher more options when selecting a research design as far as strategies and worldviews. In addition, in qualitative research data can be collected through a broad range of observational and interview strategies and by taking a more inductive approach (Creswell,
This paper will basically describe two general approaches to gathering research. Those approaches are qualitative and quantitative. The qualitative approach to research is focusing and understanding something from a closer perspective. The quantitative approach tends be seen in mannerism from a larger number of individuals who use survey methods. This paper will also reflect the difference between quantitative and qualitative research methods, as well as compare them.
Therefore the researcher selects the mixed method approach in study. Data analysis techniques include content analysis for qualitative and nonparametric and parametric statistical procedures, and simple statistical procedure for quantitative
Mixed research Approach Therefore in order to attain the objective of the study and answer the research questions; researcher adopts both quantitative and qualitative (Mixed) research approach. The reason behind this approach is to gather data that could not be obtained by adopting a single method and for triangulation (Creswell 2003). By using this approach, the researcher recognizes that all methods have limitations; and that these limitations could potentially be neutralized or eliminated this way. The concept of triangulation refers to the use of more than one approach to investigate of a research question in order to enhance confidence in the ensuing findings.
Research Methods Newman, Ridenor, Newman, and DeMarco suggest that when the purpose of the research is complex, it is necessary to have multiple questions which frequently necessitate the use of mixed methods. Mixed methods have the potential to contribute to addressing multiple purposes and thus to meeting the needs of multiple audiences for the results (Newman, et al., 2002 as cited in Mertens & McLaughlin, 2004). A mixed method design is one in which both quantitative and qualitative methods are used to answer research questions in a single study (Mertens & McLaughlin, 2004, p. 112). Quantitative data is objective, deductive, and uses numbers while qualitative data is subjective, inductive, and uses words. Like Newman, et al.
As we use various aspects of both the methodologies, the mixed research methodology has several advantages. This methodology offers multiple ways to approach the problem faced by the researchers. Generalizing the qualitative data and analyzing the unexpected data that emerge out of the research are the key aspects of the Mixed Research Methodology. Since it infuses the qualitative and quantitative ways, data resources like case studies, articles, interviews and surveys are combined in mixed research methodology. Mixed Methodology preferred where researchers are capable to gather aspects including data research and assimilation.
This type of design allows the researcher to collect data using the qualitative and quantitative methods, which are noted in all mixed method approaches, but in a manner that validates the results thorough comparison, based on the same variables being used in both methods, (Creswell, 2014). The author did note that validity must be achieved independently prior to comparison. Utilizing the convergent parallel mixed method, the qualitative and quantitative data are collected and analyzed separately utilizing the same concept, thus parallel in application, (Creswell, 2014). The final results from each method are then compared regarding outcomes. The comparison should reveal the same results, thus establishing validity of the findings (Creswell, 2014).
A time before the introduction of Internet, the consumer would visit a travel agency to review the tourist information, usually conveyed through the travel brochure, and select the options that most interested him. Today, one can no longer speak of this kind of tourism. The growing world population, evolution of tourist behavior and introduction of the internet has expanded the
Quantitative research is a method to quantify data with a combination of deductive logic and empirical observations to define and identify what factors or variables in the population that influence an outcome. The data is collected by using structured data collection instruments such as content analysis, discourse analysis, questionnaires and surveys to produce a narrow-angle lens which is able to eliminate biasness. Quantitative research is an important research approach to test the hypotheses and statistical analysis is developed to support the hypotheses. (Park, 2012) It is often designs in closed-ended questions to gather and interpret the data from a large sample which will be the representative of the whole population.
In quantitative research, variables are identified and defined, and then relevant data is collected from study participants. A strength of this type of research is that the data is in numeric form, making it easier to interpret. It also studies the relationship between independent and dependent variables and can address questions such as does a relationship between variables exist, what is the direction of the relationship, how strong is the relationship between the variables, and what is the nature of the relationship. To be able to discover and answer the cause-and-effect relationship is a strength of quantitative research. Lastly, in quantitative research, the study can either be experimental or nonexperimental, meaning clinical trial or observational study, allowing for different types of research studies to be conducted.