@study guide l module 4 research methodology, quantitative research

17703 Paradigm and Communication Arts Research

Module 4 Research Methodology: Quantitative Research

School of Communication Arts, Sukhothai Thammathirat Open University

17703 Paradigm and Communication Arts Research

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Module 4 Research Methodology: Quantitative Research l Study Guide

Module 4 Research Methodology: Quantitative Research Asst.Prof.Dr.Kanchana Meesilapavikkai Contents Outline: Lesson 4.1: Qualitative Research Overview Issues to be discussed: Topic 4.1.1 An Overview of Quantitative Research Topic 4.1.2 Quantitative Research Questions Lesson 4.2: Qualitative Research Components Issues to be discussed: Topic 4.2.1 Population and Sample Topic 4.2.2 Sample Size and Sampling Topic 4.2.3 Research Instrument Topic 4.2.4 Data Collection Lesson 4.3: Qualitative Research Analysis Issues to be discussed: Topic 4.3.1 Quantitative Data Analysis Principle Topic 4.3.2 Data Presentation

Objectives: After being introduced to Module 4: Research Methodology: Quantitative Research, students will be able to: 1. Understand the methods of quantitative research; 2. Analyze and identify correctly the population and sample, sample size, and research instruments; 3. Identify data collection, data analysis, and data presentation.

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Main Concept This Module intends to introduce students to understand research methodologies, in particular, quantitative research.

Learning Activity Read module and watch VDO to support your learning about Module 4: Research Methodology: Quantitative Research.

Learning Resources: Through key video lectures, readings and practical examples, students will learn the language of quantitative research and apply the learned methodologies to their research project.

1) E-Book / Synthesis content of Module 4 (accessible in Moodle e-Learning system).

2) Six Modules uploaded on STOU e-Learning Platform.

3) Key readings, online videos, STOU e-Library international database of scholarly works, infographics, reports, among others.

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Module 4 Research Methodology: Quantitative Research l Study Guide

Self Pre-Test Module 4: Research Methodology: Quantitative Research.

Objectives: To assess the prior knowledge of the student about Module 4 Suggestions: Read the questions, then answer them in the provided space within 30 minutes.

1. What are the objectives of Quantitative Research? …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… ……………………………………………………………………………………………………

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Lesson 4.1 Quantitative Research Overview Issues to be discussed:

Topic 4.1.1 An Overview of Quantitative Research Topic 4.1.2 Quantitative Research Questions

Objective of Lesson 4.1 Quantitative Research Overview After students study Lesson 4.1, they will be able to: 1. Understand the meaning of quantitative research; 2. Understand the ways in which quantitative research is used in different settings.

Main concepts of Lesson 4.1 Quantitative Research Overview 1. Quantitative research definition and views.

2. Positivism.

Topics: 4.1.1 An Overview of Quantitative Research Quantitative research is a formal, objective, systematic empirical investigation of observable phenomena via statistical, mathematical, numerical data or computational techniques and collecting numerical data that are analyzed by using mathematically based methods in particular statistics (Aliaga and Gunderson 2002).

This research method is used to describe variables, to examine relationships among variables, and to determine cause-and-effect interactions between variables (Burns and Grove 2005). Phenomena are key elements of all research and they could be questioned like ‘What are the factors that influence advertisers’ achievement in Thailand?’, ‘What is the relationship between public relations and advertising for consumer behavior in Malaysia?’. The idea is linked to what are seen as the philosophies and world views of researchers in quantitative research ‘paradigms’, described as being ‘realist’ or sometimes ‘positivist’.

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Module 4 Research Methodology: Quantitative Research l Study Guide

Topics: 4.1.2 Quantitative research questions.

With a pragmatic approach to research methods, the main question that needs to be answered is: ‘What kind of questions or problems is best answered by using quantitative methods?’ However, the first thing is to understand ‘What is a research question (s)/ problem (s)?’

A research problem is a statement about an area of concern, a condition to be improved upon, a difficulty to be eliminated, or a troubling question that exists in scholarly literature, in theory, or in practice that points to the need for meaningful understanding and deliberate investigation. In some social science disciplines the research problem is typically posed in the form of one or more questions. A research problem does not state how to do something, offer a vague or broad proposition, or presents a valued question (University of Southern California, 2015).

Self-Assessment Exercise Lesson 4.1 Quantitative Research Overview 1. Watch the video provided in your module about the definition of quantitative research and summarize the key ideas. How would you explain quantitative research to a friend?

2. Please give some examples of quantitative research questions.

Answers -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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Lesson 4.2 Quantitative Methodology Issues to be discussed:

Topic 4.2.1 Population and Sample Topic 4.2.2 Sample Size and Sampling Topic 4.2.3 Research Instrument Topic 4.2.4 Data Collection

Objectives of Lesson 4.2 Quantitative Methodology After students study Lesson 4.2, they will be able to: 1. Critically understand methods used in quantitative research; 2. Understand, identify and analyze the methods that are most suitable for their research project.

Main Concepts of Lesson 4.2 Quantitative Methodology 1. Key terminology and concepts in quantitative research.

2. Sampling methods.

Topic 4.2.1 Population and Sample One goal of scientific research is to describe the nature of a population—a group or class of subjects, variables, concepts, or phenomena that usually is a large number of cases representing the interest. Wimmer and Dominick (2006) pointed that in many situations, an entire population cannot be examined due to time and resource constraints. Studying every member of a population is also generally cost-prohibitive and may confound the research because measurements of large numbers of people often affect measurement quality.

When focusing on the term ‘population,’ usually we think of people in a town, region, state or country and their respective characteristics such as gender, age, marital status, ethnic membership, religion and so forth. In statistics this term takes on

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Module 4 Research Methodology: Quantitative Research l Study Guide

a slightly different meaning that includes all members of a defined group that researchers are studying or collecting information on for data driven decisions.

Topic 4.2.2 Sample Size and Sampling The aim of statistical testing is to uncover a significant difference when it actually exists. In its simplest form this involves comparing samples between one regime and another. Sample size is important because larger samples increase the chance of finding a significant difference. However larger samples cost more money.

Sample size as an important and controllable influence on the statistical precision or sample error, population values can be estimated. In most applied research settings, limited resources restrict the number of individuals that can be sampled. When choosing a sample size, researcher must consider about what population parameters they want to estimate, cost of sampling, spread of the population, how hard is to collect data, how precise the researcher wants the final estimates to be.

Sampling is the process by which inference is made to the whole by examining only a part (Som,1996: 1). There are many types of sampling methods. These will be further explained in the Module.

Topic 4.2.3 Research Instrument It is very important to design a good research instrument that will enable us to collect data. In quantitative research, the researcher needs to design a questionnaire.

When designing the research instruments, the researcher has to ensure that the focus and aims of the research project are well defined, how the person’s data will be used, the confidentiality respondents’ data, how long will it take to complete the questionnaire, the use of age-appropriate language, the use of appropriate scales, among others. The questionnaire is a reliable instrument and can be online or on paper. Online questionnaires save a lot of time for the researcher to collect data.

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Topic 4.2.4 Data Collection Social science researchers look for data to answer their research questions and achieve their research objectives. To a great extent, the data collecting methods affect the quality, quantity, adequacy, and appropriateness of data. There are four main methods of data collection that will be explained in this Module.

1) Census. A census is a study that obtains data from every member of a “population�. It is not practical, because of the cost and/or time required.

2) Sample survey. A sample survey is a study that obtains data from a subset of a population, in order to estimate population attributes.

3) Experiment. An experiment is a controlled study in which the researcher attempts to understand cause-and-effect relationships. The study is "controlled" subjects or treatment.

4) Observational study. Like experiments, observational studies attempt to understand cause-and-effect relationships. However, the researcher is not able to control subjects or treatment.

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Module 4 Research Methodology: Quantitative Research l Study Guide

Self-Assessment Exercise Lesson 4.2 Quantitative Methodology 1. When conducting your research study, why is it important to take a sample from your target population?

2. Choose two sampling methods and explain their effectiveness when conducting quantitative research.

3. Summarize the main concepts from the video on Quantitative Survey Design

by Dr. Petra Glover, University of East London: https://www.youtube.com/watch?v=pId_SIfO8mQ 4. Explain which data collection method may be most suitable for your research project.

Answers ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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Lesson 4.3 Quantitative Analysis Issues to be discussed:

Topic 4.3.1 Quantitative Data Analysis Principle Topic 4.3.2 Data Presentation

Objectives of Lesson 4.3 Quantitative Analysis After students study Lesson 4.3, they will be able to: 1. Critically understand key concepts and principles of data analysis; 2. Identify, analyze and use the data presentation techniques that are most suitable for their research project.

Main Concepts of Lesson 4.3 Quantitative Analysis Topic 4.3.1 Quantitative data analysis principle Quantitative data analysis is helpful in evaluation because it provides quantifiable and easy to understand the results. Quantitative data can be analyzed in a variety of different ways.

Connolly (2007) focused on getting started with SPSS; exploring, displaying, and summarizing data; and analyzing the relationships between variables.

Topic 4.3.2 Data presentation Data can be summarized and presented in various forms. This lesson will present different data presentation techniques.

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Module 4 Research Methodology: Quantitative Research l Study Guide

Self-Assessment Exercise Lesson 4.3 Quantitative Analysis 1. Summarize the main concepts of the video lecture on Introduction to Quantitative Analysis by Sauro Locatelly, Quantitative Analyst: https://www.youtube.com/watch?v=X-GcLmE5YoI 2. Summarize the main concepts of the video lecture “The beauty of data visualization� by David McCandless: http://ed.ted.com/lessons/davidmccandless-the-beauty-of-data-visualization Answers ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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Key Readings: Dattalo, P. (2008). Determining sample size: Balancing power, precision, and practicality.

Oxford University Press. Available at http://www.amazon.com/Determining-Sample-SizeBalancing-Practicality/dp/0195315499#reader_0195315499 Kennedy, S. B., Nolen, S., Applewhite, J., Pan, Z., Shamblen, S. & Vanderhoff, K.J. (2007). “A Quantitative Study on the Condom-Use Behaviors of Eighteen- to Twenty-Four-Year-Old Urban African American Males.” AIDS Patient Care STDS. May; 21(5): 306–320.

Available at: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1950730/ Wimmer, R.D. and Dominick, J.R. (2013). Mass media research: An introduction. (10th ed.).

Thomson Wadsworth. Available at: https://books.google.co.th/books?id=FTukyzrOED0C&printsec=frontcover&dq=Wimmer,+ R.D.+%26+Dominick,+J.R.+%282006%29.+Mass+media+research:+An+introduction,+8t h+ed.+Thomson+Wadsworth.&hl=en&sa=X&ei=cG3cVODPHpKVuAS_s4GQDQ&ved=0 CDMQ6wEwBA#v=onepage&q&f=false Yamane, T. (1967). Statistics: An introduction analysis. (2nd ed.). New York: Harper and Row. Available at: http://www.worldcat.org/title/statistics-an-introductoryanalysis/oclc/39121222&referer=brief_results

Recommended Readings Connolly, P. (2007). Quantitative data analysis in education: A critical introduction using SPSS. Routledge.

Levine, T.R. (2013). “Quantutative Communication Research: Review, Trends, and Critique.”

Review of Communication Research. Vol.1, No.1, 69-84.

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Module 4 Research Methodology: Quantitative Research l Study Guide

Self Post-Test Module 4: Research Methodology: Quantitative Research.

Objectives: To assess the knowledge of the student after study Module 4 Suggestions: Read the questions, then answer them in the provided space within 30 minutes.

1. What are the objectives of Quantitative Research? …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… ……………………………………………………………………………………………………

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Assignment of Module 4: Research Methodology: Quantitative Research 1. Study the "Starbucks Case Analysis" provided in your Module From 123HelpMe.com. http://www.123HelpMe.com/view.asp?id=167941 12 Feb 2015.

2. Apply quantitative research methods to measure the ‘Attitudes and Satisfaction of Consumers of Starbucks Brand.’ Go through the contents in your Module and answer the following questions: 2.1 What are the population, samples, and sampling?

2.2 What research instrument is used?

2.3 How is data collected?

2.4 How is data analyzed?

2.5 How is data presented?

Answers -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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Module 4 Research Methodology: Quantitative Research l Study Guide

Guided answers for Self Pre-Test and Post-Test of Module 4 Students are encouraged to read carefully the contents explained in the Module in order to justify and support their answers.

Guided Answers of Lesson 4.1 1. Build your answer based on the readings in your Module and the provided key readings and resources.

2. Students are expected to refer to the contents provided in the Module and key readings and resources when answering the questions.

Guided Answers of Lesson 4.2 1. Students are expected to refer to the contents provided in the Module and key readings and resources when answering the questions.

2. Students are expected to refer to the contents provided in the Module and key readings and resources when answering the questions.

3. This activity will enable students to understand the key challenges of survey design and question writing, evaluate the suitability of a questionnaire, and develop a quantitative survey based on appropriate survey design process.

4. Provide justification and evidence in support of your answer.

Guided Answers of Lesson 4.3 1. This activity will enable students to understand what quantitative analysis is and why it is important.

2. Students will learn how complex data sets can be turned into beautiful, simple and well designed diagrams, and the benefits of investing time and effort in data visualization.

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