Chapter 3: Methodology
3.3 Research Methods: Qualitative and Quantitative
Figure 3.1: Research design framework
3.3 Research Methods: Qualitative and Quantitative
boundaries between phenomenon and context are not clearly evident” (Yin, 2014, p.
18). It is largely accepted that any specific contextual setting could have a special effect on the character of the visitor's experience according to his/her personal, social and physical aspects (Christidou and Pierroux, 2019; Packer and Ballantyne, 2016).
According to De Souza (2015), the case study approach has five contributions. First, case studies focus on the relationships and interactions between the phenomena observed and the reality, to offer a deep understanding and meaning of the given framework. Second, when in a natural setting, case studies afford to explain a phenomenon. Third, conceptually, the approach is a process that explains the subject under investigation. Fourth, it is a useful strategy to investigate various conditions that do not show true meaning of the phenomenon. Finally, the case studies approach helps introduce new potential theoretical ideas and then similar studies that involve critical data collection can be validated.
In this research, the case study approach is aimed at evaluating the contribution of Historic Site Interpretation Centers' features including contextual environment, architectural design, spatial layout, and presentation techniques (Langmead et al., 2015; Lu, 2017; Tzortzi, 2016). It also attempts to define how different visitors’ movement patterns and paths are introduced in the contextual setting (Farahat and Osman, 2018; Tabarsa and Naseri, 2017). The case study approach, thus, helps to identify the role of Historic Site Interpretation Centers’
architectural design and artifacts displaying in transmitting meanings (Anderson, 2007; Chandavarkar, 1988; Farahat and Osman, 2018; Tabarsa and Naseri, 2017).
In this regard, the four selected representative case studies chosen in Bahrain present different scenarios of relationships to their respective historic sites and the contribution of their architectural design, spatial layout, and its applied artifacts
presentation techniques. In addition, these case studies are important at historical, national, and cultural levels. This research’s selection is also in conformity with the idea that multiple case studies are also beneficial for results generalization and external validity as results cannot be generalized from a single case study (Carter et al., 2014; Wikfeldt, 1993).
As a reminder, the four selected case studies are: the Qal'at Al Bahrain Site Museum, the Shaikh Salman bin Ahmed Al Fateh Fort permanent exhibition, Bu Maher Fort visitor center and Al Khamis Mosque visitor center.
3.3.1.2 Ethnographic Research Approach
Ethnographic research is a qualitative approach where researchers observe and/or communicate with participants in their real-life setting (Cohen and Manion, 2007). Ethnography has been popularized in sociology but is also used in various social scientific fields including visitors’ studies (LeCompte and Schensul, 2010;
Pink et al., 2010; Williamson, 2006). It is well recognized that people play an active role in developing their own meanings within their natural and cultural environments, in relation to a given context (Cohen and Manion, 2007; Sommer and Sommer, 2002). Thus, ethnographic analysis is often utilized in studies to investigate the museum, heritage site and tourist experience within a constructivism paradigm - sometimes labeled as interpretivist paradigm - as exemplified in several scholarly works (Corey and Daniel, 2015; Kevan and Ryan, 2016; Quétel-Brunner and Griffin, 2014; Savova, 2009; Smith, 2014; Stylianou-Lambert et al., 2014). Nonetheless, constructivism involves definition, explanation, verification and evaluation purposes of a phenomenon that is typically preformed in a real context (Creswell, 2014d;
Leedy and Ormrod, 2010).
The definition and explanation of a phenomenon is often obtained by using
multiple qualitative research techniques including archival documents, survey, observation and interviews (Cohen and Manion, 2007; Creswell, 2014c; Groat and Wang, 2013a).The use of multiple qualitative research methods helps the researchers to investigate in detail people’s perception and emotional experience from different perspectives. Furthermore, investigating the given phenomenon could potentially help gain knowledge on specific circumstances and establish a grounded understanding of the visitors’ viewpoints in a short time. Consequently, using several qualitative research approaches, certain assumptions, observations, or generalizations in naturalistic settings are evaluated, and finally the efficiency of the specific practices in this phenomenon is assessed.
3.3.2 Quantitative Research Methods
The goal of quantitative research in this type of exploratory studies is to generate a general knowledge on a social phenomenon, collect quantifiable data and present tabular and graphical data (Creswell, 2014b). Ethnographic research tools such as surveys and observations can be considered quantitatively (Creswell, 2014d).
The survey is one of the most common data collection tools, typically sent to a target sample physically or over the internet (Graefe et al., 2011; Harrie, 2010). The survey data collection tool is good for measuring, recognizing trends and generalizing data under investigation (Creswell and Poth, 2018). Some researchers have used the survey to better understand the connections between the personal background of the visitors and the museum context (Harrie, 2010; Samanian et al., 2016). In regard to this study, online survey was selected because it is a generalized, practical and time- effective method to reach a wider range of target participants (Evans et al., 2009;
Graefe et al., 2011).
Observational data and census data (archival documents) are also frequently
used to explain a phenomenon by defining trends, paths and behaviors of participants under study over a period of time (Creswell, 2014d; Williamson, 2006). To this end, previous studies used tabular and graphical methods to describe survey results (Graefe et al., 2011; Harrie, 2010; Samanian et al., 2016), while some others used the same method to define observational field notes (Capriotti, 2010; Goulding, 2000;
Zhou et al., 2013). Nevertheless, surveys and observation approaches are not sufficient to collect and analyze the input of stakeholders and can only provide general information about the phenomenon under study. Therefore, they need to be supplemented by census data, photographs, and interviews.
Two sets of data, quantitative and qualitative, were therefore collected by means of archival documents (i.e. architectural drawings, visitors records, Instagram and photographs), unobtrusive observations (i.e. visitors frequency, traffic patterns and practices) were recorded, online survey including closed and open-ended questions, and open-ended interviews were carried out with stakeholders within a given contextual settings (i.e. the four case studies).