Title: An Applied Guide to Research Designs: Quantitative, Qualitative, and Mixed Methods

Authors: W. Alex Edmonds and Thomas D. Kennedy

Publication Year: 2016

Category: Market Research

“An Applied Guide to Research Designs: Quantitative, Qualitative, and Mixed Methods” by W. Alex Edmonds and Thomas D. Kennedy serves as a comprehensive manual navigating the intricate pathways of research methodologies. The book is structured to cater to academicians, market researchers, and professionals, emphasizing practical applications in various research designs. It equips readers with the tools needed to choose the most appropriate research framework depending on their specific needs and circumstances.

Major Points:
1. Definition of Research Designs:
– Research design is a framework guiding the collection and analysis of data.
– Key considerations include research objectives, research questions, and hypotheses.

Actionable Steps:
– Step 1: Clearly define your research objectives by identifying what you aim to accomplish.
– Step 2: Formulate precise and feasible research questions or hypotheses to direct your study.

Example From the Book:
– The book elaborates on the case study of a marketing firm aiming to understand consumer behavior. The firm defines its objectives as identifying the key factors influencing purchase decisions and formulates questions around these considerations.

Major Points:
1. Descriptive, Correlational, Experimental Research:
– Types:
– Descriptive (e.g., surveys, observational studies)
– Correlational (e.g., identifying relationships between variables)
– Experimental (e.g., controlled experiments)
2. Data Collection Methods:
– Surveys, structured interviews, and standardized tests are often used.

Actionable Steps:
– Step 1: Choose an appropriate quantitative design based on your research question—opt for descriptive if aiming to describe characteristics of a population, correlational for relationship-exploration, or experimental for causality.
– Step 2: Develop a structured questionnaire or data collection tool tailored to your objectives.

Example From the Book:
– A retail company uses survey methods to collect data from customers about their shopping experiences, aiming to discern patterns that could indicate factors driving store loyalty.

Major Points:
1. Ethnography, Phenomenology, Grounded Theory:
– Types:
– Ethnography (e.g., cultural immersion)
– Phenomenology (e.g., in-depth interviews to understand experiences)
– Grounded Theory (e.g., iterative data collection to develop theory)
2. Data Collection Methods:
– Interviews, focus groups, and participant observations.

Actionable Steps:
– Step 1: Select a qualitative design that matches your research aims—use ethnography for cultural studies, phenomenology for personal experiences, or grounded theory for developing new theories.
– Step 2: Prepare a detailed interview guide or observation checklist to ensure comprehensive data collection.

Example From the Book:
– The book describes a qualitative study using ethnography where researchers immerse themselves in a corporate environment to understand the organizational culture and employee interactions.

Major Points:
1. Convergent, Explanatory, and Exploratory Designs:
– Types:
– Convergent (e.g., simultaneous qualitative and quantitative data collection)
– Explanatory (e.g., quantitative data collection followed by qualitative)
– Exploratory (e.g., qualitative data collection followed by quantitative)
2. Integration Techniques:
– Merging data, connecting data, and embedding data.

Actionable Steps:
– Step 1: Plan a mixed methods project by deciding the sequence and priority of qualitative and quantitative approaches.
– Step 2: Integrate findings using techniques such as merging datasets for a comprehensive analysis.

Example From the Book:
– A healthcare company conducts an explanatory mixed methods study where initial survey results (quantitative) on patient satisfaction are followed by in-depth interviews (qualitative) to explore underlying reasons for the satisfaction levels reported.

Major Points:
1. Probability vs. Non-Probability Sampling:
– Probability sampling (e.g., random, stratified) offers generalizability.
– Non-probability sampling (e.g., convenience, snowball) is practical for exploratory research.

Actionable Steps:
– Step 1: Choose a sampling strategy relevant to your research question and design—use random sampling for generalizability or convenience sampling for initial exploratory studies.
– Step 2: Determine an appropriate sample size ensuring it is adequate to represent the population accurately.

Example From the Book:
– The authors illustrate using stratified sampling in a consumer research study to ensure diverse demographic representation reflecting the market structure.

Major Points:
1. Standardized vs. Unstructured Data Collection:
– Standardized (e.g., questionnaires, tests) is useful for quantitative research.
– Unstructured (e.g., open-ended interviews, observations) is typical in qualitative research.
2. Ensuring Reliability and Validity:
– Consistency in data collection (reliability) and measuring what was intended (validity).

Actionable Steps:
– Step 1: Develop and pilot data collection tools to ensure reliability and validity.
– Step 2: Train data collectors thoroughly to maintain consistency.

Example From the Book:
– In a market research study on brand perception, standardized surveys are used to ensure consistency across a large sample of respondents, while follow-up interviews help gather detailed insights.

Major Points:
1. Quantitative Data Analysis:
– Descriptive statistics, inferential statistics.
2. Qualitative Data Analysis:
– Thematic analysis, content analysis, coding methodologies.

Actionable Steps:
– Step 1: Use statistical software (e.g., SPSS, R) for quantitative data to perform a comprehensive analysis.
– Step 2: Employ qualitative data analysis software (e.g., NVivo) for coding and identifying patterns in qualitative data.

Example From the Book:
– In an analysis of customer feedback, thematic coding reveals common themes of satisfaction and areas for improvement which are then statistically analyzed to identify most frequently occurring issues.

Major Points:
1. Descriptive and Inferential Reporting:
– Providing clear and logical explanations of findings.
2. Visualizations and Narratives:
– Use of graphs, tables, and narrative summaries for effective communication.

Actionable Steps:
– Step 1: Structure your report to include an executive summary, methodology, results, discussion, and conclusions.
– Step 2: Create visual aids like charts and graphs to enhance the clarity and impact of your findings.

Example From the Book:
– The authors recommend presenting a mixed methods study report with integrated narrative and graphical interpretations to ensure all stakeholders can grasp the research implications easily.

Major Points:
1. Informed Consent and Confidentiality:
– Ensuring participants’ understanding and agreement while protecting their data.
2. Research Integrity and Compliance:
– Following ethical guidelines and institutional review board standards.

Actionable Steps:
– Step 1: Draft and obtain informed consent forms from all participants, explaining the study’s purpose and confidentiality terms.
– Step 2: Regularly revisit ethical protocols to ensure ongoing compliance throughout the research process.

Example From the Book:
– The case study involving vulnerable populations emphasizes meticulous consent processes and the necessity of maintaining data confidentiality to protect participants’ rights and well-being.

“An Applied Guide to Research Designs” by Edmonds and Kennedy serves as a detailed manual for researchers navigating the terrain of quantitative, qualitative, and mixed methods designs. This book emphasizes practical application with concrete examples, ensuring readers are well-equipped to apply these methodologies in real-world research scenarios effectively.

By delineating clear actionable steps for each type of research design and supporting these with examples, the authors offer an invaluable resource for practitioners in market research, ensuring robust and ethical research practices tailored to the diversity of research questions and contexts encountered in the field.