CHAPTER SEVEN: RESEARCH METHODOLOGY
7.7 Research choices
Research choices refer to several methods used in gathering and analysing information.
Saunders et al. (2009, p. 151) report that there are three techniques, namely mono method, multiple methods and mixed methods. Mono method involves the use of one method of collecting data with a conforming technique of analysing the data. Using this method, data could be collected and analysed in a qualitative (non-numerical) or quantitative (numerical) mode and processed by using complicated statistical techniques so as to present the results in a quantitative mode (Saunders et al., 2009). In a multiple methods study, two or more data gathering and analysing techniques are adopted (Saunders et al., 2009). Multiple methods are classified into by Saunders et al. (2009) as follows: multi-methods quantitative research, multi- methods qualitative research, and mixed methods design. This study adopted the mixed methods design as explained below.
7.7.1 Mixed methods design approach
According to Castro, Kellison, Boyd, and Kopak (2010), there has been notable division among behavioural and social science researchers with respect to the schism between quantitative and qualitative conventions (Tashakkori & Teddlie, 2003; Teddlie & Tashakkori, 2003). The emergence of mixed methods seems to have provided a linkage across the two conventions (Haverkamp, Morrow, & Ponterotto, 2005). The mixed methods approach mixes qualitative and quantitative methods of gathering data and procedures of analysing them simultaneously
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or data analysis processes either concurrently or sequentially in one study (Saunders et al., 2009; Burke & Onwuegbuzie, 2007; Johnson & Onwuegbuzie, 2004). Castro et al. (2010) report that there are three types of mixed methods tactics as categorised by Creswell (2009, p.
14). They are discussed below.
7.7.1.1 Sequential mixed methods design
Quantitative or qualitative data is primarily collected in a sequential design while the other type of data is subsequently collected after the collection of the first data set (Castro et al., 2010).
This implies that the approaches in a sequential mixed method are alternately used (Cameron, 2009). The factors that significantly predict the design of a study include the weight assigned to the quantitative or qualitative data, procedure of integrating and analysing data as well as the nature of the theory underpinning the research, i.e. to say, is the study an advocacy or is it intended to add social value by bringing change (Creswell et al., 2003). There are also three types of sequential mixed methods strategies, namely (a) sequential exploratory, (b) sequential explanatory, and (c) sequential transformative. For example, a researcher adopting explanatory and exploratory research strategies may have to first of all gather, examine and interpret the qualitative data from a sample of a few people towards achieving the exploratory goals of the study. Later on, quantitative data from a larger sample audience could be collected and then analysed through relevant statistical processes in order to satisfy the explanatory goals of the research. Creswell (2009) is of the opinion that the choice to begin with any of the conventions, i.e. qualitative or quantitative, rests solely on the researcher, while Hanson et al. (2005) reiterate that it is imperative that the process of data collection and analysis be done sequentially. This method was adopted for the present study. Quantitative data and some qualitative data were collected by integrating some open-ended questions into the survey instrument. Thereafter, eleven members of top management were interviewed in semi-structured interviewing sessions from whence additional qualitative data was collected. Sequential transformative mixed methods were used in this study and equal priority was given to both the quantitative and qualitative data. Quantitative data was analysed first before the qualitative data analysis.
7.7. 1.2 Concurrent mixed methods design
Creswell et al. (2003) identified these three concurrent mixed method strategies: (a) concurrent triangulation, (b) concurrent nested, and (c) concurrent transformative designs. Both qualitative and quantitative data is collected at once even though one may enjoy higher importance than the other. The inclusion of open-ended questions in a survey questionnaire is a very good
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example of the use of a concurrent mixed method in a study (Creswell, 2009; J. Wilson, 2010).
It facilitates the immediate collection of qualitative and quantitative data at the same time and allows for concurrent or sequential analysis of collected data.
7.7.1.3 Transformative mixed methods design
Transformative mixed methods is concerned with the collection and analysis of quantitative and non-numerical data in a concurrent or sequential manner, based on the problem, objectives and or hypotheses of the study (Hanson et al., 2005). To Creswell (2009), sometimes one method of gathering and examining data may be prioritised over the other, while at other times, equality in priority may be accorded to both methods. This method provides access to data from many backgrounds, thereby fostering the inclusion of respondents’ views about the phenomenon in order to create concepts relative to theory from the perspective of respondents (Hanson et al., 2005).
7.7.1.4 Mixed model study
This is a combination of qualitative and quantitative data collection and analysis techniques which is integrated in the process of developing questions to be answered by the study (Saunders et al., 2009; Johnson & Onwuegbuzie, 2004). Through the mixed model strategy, a researcher could convert non-numerical data to numerical data and vice versa for statistical and content analysis respectively. This is supported by Sekaran and Bougies’s (2009) opinion that descriptive data could be transformed and analysed numerically or statistically.
7.7.1.5 Data gathering methods adopted in this study
A sequential transformative mixed methods research design was adopted for the study in gathering and analysing data through relevant procedures. This method was found by the researcher to be most suitable in efficiently examining the connection between WLB and SOC at a municipality in the South African public sector. Johnson and Onwuegbuzie (2004) justify the point that a researcher using mixed methods design is allowed to be creative and flexible knowing that he/she is not constrained by specific designs; so long as the design successfully answers the questions asked by the study.
The reason for adopting a sequential transformative design is because it allows for numeric data to be collected and examined followed by non-numeric data, or contrariwise, non-numeric data could be gathered and examined followed by numeric data (Hanson et al., 2005). It also
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made room for the flaws of non-experimental study design to be addressed (Johnson, 2001).
The researcher collected some qualitative data via interviews firstly and some other qualitative data (open-ended questions) alongside quantitative data was collected using the survey instrument. Equal priority was given to the two forms of data in a non-experimental study strategy of ex post facto kind; using correlational method and progressive descriptive design.
In analysing data using this approach, data connection and integration happened at the point when data was interpreted, as well as during the discussion of findings (Hanson et al., 2005).
Since this method allows data to be collected from a broad spectrum of backgrounds (worldviews), respondents’ views contribute to a better conceptualisation of the phenomenon relative to theories. It also gives room to triangulation of data and is suitable in promoting various perspectives, supporting respondents and providing clarity about an emerging phenomenon (Hanson et al., 2005).
Semi-structured interviews were conducted among randomly selected Heads of Departments and Units at the municipality in collecting data using a semi-structured questionnaire. Also, numerical and non-numerical methods like a structured questionnaire with open-ended and closed questions and documents were used to collect data.