MSLD500_Activity7.3_HoyeJennifer

Elements of quantitative research.

A quantitative researcher often seek to know what percentage of people do one thing or another, whereas a qualitative researcher pays more attention to individual cases and the human understandings in those cases.

Quantitative tools gather numerical and statistical data using experiments, measurements, fixed-response questionnaires, test scoring, and so on. The approach is underpinned by 'scientific' world views of cause and effect, belief in the objectivity of the researcher and the search for truth.

Surveys are the primary method of quantitative research – research with some claim to statistical accuracy.

A well-designed survey is critical to quantitative research. There are three ingredients to a well-designed questionnaire:

-A clear understanding of the research objectives and the product, concept, or issue.
-An ability to write clear, intelligent questions using language common to the surveys respondents.
-Attention to the surveys flow & logic so respondents are only asked appropriate questions and not asked those that do not pertain to their situation.


There are two types of survey errors: a) non-sampling error and b) sampling error. Both can be controlled. Non-sampling error results from poor questionnaire construction, low response rates, non coverage (missing a key part of the market), and processing weaknesses.

The other type of error is sampling error. Sampling is the process of deciding what portion(s) of your market you will survey, including who and how many. The goal of sampling techniques is to reduce (or eliminate) sampling error. In the ideal world, you wouldn’t need sampling, and there would be no sampling error. You would (and could) survey all customers (called a census), and they would all respond.

Proper sampling means reaching the right audience in large enough numbers to be confident that you know what your market feels and thinks.

MSLD500_Activity6.2_HoyeJennifer

For the record, I relly enjoyed the Ratcliffs explanation of qualitative Research...it was SO incredibly helpful! HERE is the link if you are finding yourself a bit confused when it comes to research data. The video's are a bit grainy and (at times) hard to hear, but they are FANTASTIC! I, for one, have had a hard time lately distinguishing the difference between qualitative and quantitative research. I understand that quantitative has to do with set data and numbers, but Ratcliff distiguishes between the two types of research. The differences are as follows:

Classic distinction between qualitative and quantitative. [from Cook & Reichardt (1979)]

Qualitative


•phenomenological
•inductive
•holistic
•subjective/insider centered
•process oriented
•anthropological worldview
•relative lack of control
•goal: understand actor's view
•dynamic reality assumed; "slice of life"
•discovery oriented
•explanatory


Quantitative


•positivistic
•hypothetico/deductive
•particularistic
•objective/outsider centered
•outcome oriented
•natural science worldview
•attempt to control variables
•goal: find facts & causes
•static reality assumed; relative constancy in life
•verification oriented
•confirmatory


What are the main elements of qualitative research?

Qualitative research seeks out the ‘why’, not the ‘how’ of its topic through the analysis of information and siuations – things like interview transcripts, survey responses, emails, notes, feedback forms, photos and videos. It doesn’t just rely on statistics or numbers, which are the domain of quantitative researchers.

Qualitative research is used to gain insight into people's attitudes, behaviours, value systems, concerns, motivations, aspirations, culture or lifestyles. It’s used to inform business decisions, policy formation, communication and research. Focus groups, in-depth interviews, content analysis, ethnography, evaluation and semiotics are among the many formal approaches that are used, but qualitative research also involves the analysis of any unstructured material, including customer feedback forms, reports or media clips.

Collecting and analyzing this unstructured information can be messy and time consuming using manual methods. When faced with volumes of materials, finding themes and extracting meaning can be a daunting task.

"Qualitative research is a loosely defined category of research designs or models, all of which elicit verbal, visual, tactile, olfactory, and gustatory data in the form of descriptive narratives like field notes, recordings, or other transcriptions from audio- and videotapes and other written records and pictures or films." --Judith Preissle


Reference:

http://qualitativeresearch.ratcliffs.net/1.htm

MSLD500_Activity5.3_HoyeJennifer

After taking some time to reflect on the current state of my critical thinking competencies, I found the following to be true:

In the begining of the course, I thought I was more versed in critical thinking than I actual was(the score on the initial quiz, pretty much showed THAT clear enough). I've never been a very close-minded person, therefore I considered myself to be a critical thinker. I know now, that doesn't mean I am a critical thinker!

I think that since this course began, I've started to reflect wider and broader than I was before. I've grown to appreciate the fact that some issues are not only complex, but broad in scope, and that these issues are often difficult, if not impossible, to settle definitely. I know that Critical thinkers have a broad perspective, and seek the most flexible and open-minded way of looking at a situation.


The concepts have enabled me to take charge of my thoughts, to recognize my values, and take action that contributes to the good of others and situations I come across.
I've learned to recognize all thinking has a purpose, objective, goal and
function.

Assumptions Americans Makes About Choosing

After watching the TED video by Sheena Iyengar on the art of choosing. Sheena suggests three assumptions that Americans make about choosing:
1. Make Your Own Choices
2. More options leads to better choices
3. Never say no to choice

I absolutely LOVED this video. I am linking it HERE for those of you who'd like to watch it!
http://www.ted.com/talks/sheena_iyengar_choosing_what_to_choose.html

In her first point, Make Your Own Choices, Sheena says, we see making your own choices as, "Being true to yourself." and "The assumptions that we do best when the individual self chooses, only holds when that self is clearly divided from others. It is a mistake to assume that everyone thrives under the pressure of choosing alone."

An instance I can think of in my own life where I did not care to have a lot, or any choices are at the gym. In that setting I do best if someone tells me exactly what and how to do a workout. The gym, for me, is definitely an instance where having choices does not matter to me! However, generally speaking in life, I usually make important decisions based on some long term plan for myself. It is usually a quite personal decision that is based on what suites me. (Sounds a bit selfish, but I think if you really evaluate yourself and the choices made in your personal life...you'd agree).


In Sheena's second point, More Options Leads To Better Choices, she states, "Many choices are between things are not that much different", and "The value of choice is to perceive differences between options." The truth is, having too many choices people can make poor decisions. We are smart people, we can think rationally, and make decisions. But reality is often different. Prejudices, fears, doubts and pre-determined assumptions can cloud our judgement.

In Sheena's third point, Never Say No To Choice, she says, "Americans themselves are discovering that unlimited choice is more attractive in theory than in practice" and "When it comes to choice, we have far more to gain then to loose, If we speak to each other albeit through translation, then we can begin to see choice in all its strangeness, complexity, and compelling beauty."

I also watch a talk TED talk by Sheena called 'How to make choosing easier'. I am linking it HERE, because it is a fantastic end to the first subject of choice. In this video, Sheena speaks about choice overload and how to make better choices.

These videos are important to leadership because in leadership it is important to know how and why your choices are made, and how they affect the people you are leading.