The following discussions highlight the research processes, namely: research approaches, research paradigms, ethics, analysis procedures and tools.
4.5.1 RESEARCH APPROACH
Creswell (2014:3) identifies three research approaches, namely: quantitative, qualitative and mixed methods. This study adopted the mixed methods research approach which merged the components of both quantitative and qualitative research in this study. This approach is broadly discussed below.
4.5.2 MIXED METHODS APPROACH
This study adopted the mixed methods approach as alluded to in 4.6 above and in chapter one of the study. Johnson et al (2007:120) define 'mixed methods' research as the research in which the researcher combines or mixes qualitative and quantitative research methods, techniques, concepts, approaches and paradigms into a single study. Fetters and Molina-Azorin (2017:9) assert that mixed methods researchers strive to gather and compare the findings of data collected using open-ended or the qualitative method together with data collected using closed- ended or quantitative approach in the same study. The benefits of adopting mixed methods in a study is that the use of qualitative and quantitative approaches in combination provides a better understanding of complex phenomena and research problems than using a single approach only (Molina-Azorin and Cameron, 2010:97). Furthermore, Molina-Azorin and Cameron (2010:97) argue that triangulating quantitative results with qualitative results enhances the validity of inferences, thereby providing a better understanding of the phenomenon being studied.
Johnson et al (2007:120) further argue that the combination of qualitative and quantitative methods of data collection and data analysis in a single empirical research serves the two following purposes, namely that:
it assists in discovering and handling threats for validity which arise from using quantitative or qualitative research by means of applying methods from the alternative methodological tradition and can consequently ensure good scientific practice by enhancing the validity of methods as well as research findings; and
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it is used to get a comprehensive picture and better understanding of the phenomenon under investigating by linking corresponding findings with each other resulting from the using of methods from the different methodological traditions of quantitative (numerical) and qualitative (text) research.
The aforesaid advantages of mixed methods research were considered essential for gathering adequate data for this study. Given the fact that mixed methods research uses both qualitative as well as quantitative methods, the use of both qualitative as well as quantitative approaches in the study is spelled out and streamlined in the ensuing discussion below.
Table 7 below depicts a comparison between qualitative and quantitative research approaches.
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Table 7: A comparison between qualitative and quantitative research approaches Criterion Qualitative Approach Quantitative Approach The magnitude of the
study
Typically small Mostly big
The design or structure Flexibility characterises this criterion
Characterised by rigidity
Literature review Review of literature can be done after data collection
Literature review is done at the beginning of the study
The reasoning Strives to understand the phenomenon being studied from the sample
Seeks to come up with findings and make generalisations from the sample to the broader population
The hypothesis May produce further hypotheses and theories
Serves to test and confirm between the independent and the dependent variables
The variables Seeks to understand variables in their natural setting
Seeks to ascertain relationship between the dependent and independent variables The role of theory Theory develops as the study
unfolds or emerges after the completion of the study
Seeks to test a theory
The sample or samples Is not or are not representative of the population
Is or are representative of the population
The type of data collected Feelings, opinions and views are expressed in writing and orally
Scores, counts or measurements
The analysis of data By extracting themes, coding or text analysis
Statistics
The analysis Makes use of theme recurrence Makes use of statistics and numbers
The researcher’s personal immersion
Characterised by partiality, subjectivity, bias and prejudice
Characterised by neutrality and objectivity
(Source: Adapted from Bless et al, 2013)
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4.5.3 QUALITATIVE RESEARCH METHODOLOGY
White (2004:11) define qualitative research as research that is concerned with understanding social phenomena being studied from the perspectives of research participants by becoming part of the situation through interacting with research subjects. This definition corroborates the claim by Welman et al (2005:8) that qualitative research seeks to achieve an insider’s view by talking to participants and observing their behaviour in their natural setting in the belief that first-hand experience of the phenomenon under study produces the best data. According to Nieuwenhuis (2007:51), a qualitative researcher studies research participants by observing and interacting with them in their natural social and cultural contexts. Furthermore, White (2004:13) states that in qualitative research, the researcher is the primary instrument for data collection and analysis and creative work occurs after entry into the field, and therefore the researcher develops an explanation from data.
From the forgoing discussion, it can be argued that qualitative research allows the researcher to have a better understanding of feelings, perceptions and experiences of the participants under study Due to its naturalistic and interpretive nature which allows the researcher to study research participants in their natural contexts. Bless et al (2013:16) are of the view that a qualitative researcher explores a problem from the participants' point of view. Therefore, qualitative researchers are in a position to interpret and understand the phenomena with reference to personal meanings, prejudices, biases and assumptions individuals bring to them.
Qualitative research emphasises understanding of detail, context and complexity when analysing and explaining the phenomena under study (Mason, 2002:3). O'Dwyer and Bernauer (2014:44) concur with Mason (2002) when they assert that qualitative research seeks to discover new knowledge by retaining the complexities that exist in natural settings of the phenomena being studied. The study used qualitative interviews to collect data from the KZN- DAC HRD Unit officials, Marketing and Promotions Unit officials within the KZN-DAC Library Services Directorate and from the Georgetown Public Library.
4.5.4 QUANTITATIVE RESEARCH METHODOLOGY
According to Maree (2013:145), quantitative research is a systematic and objective process in its ways of utilising numerical data collected only from a selected subgroup of the population with the aim of generalising the findings to the population that is being studied. Quantitative research is thus characterised by striving to ensure objectivity, the use of numerical data and
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generalisability of the research results. O'Dwyer and Bernauer (2014:44) concur with Maree (2013:145) when they assert that the research methods used in quantitative approach are aimed at ensuring objectivity; precision; logical reasoning; empiricism; validity; generalisability;
replication and verification of the empirical results of the study. A strong theoretical context enunciated in the third chapter of this dissertation makes the foregoing assertions important for this study.
Bless et al (2013:16) assert that in quantitative research, the researcher uses methods and techniques employed by natural scientists to collect data following precise sets of steps, with the aim of upholding objectivity and neutrality. This assertion corroborates the view of White (2004:13) that the quantitative researcher detaches himself from the phenomenon he or she is studying in order to ensure objectivity and avoid bias, unlike the qualitative researcher who becomes part of the situation and interacts with the phenomena under study. Consequently, a quantitative researcher selects research participants randomly and even-handedly among the population being studied. They may also use standardised questionnaires and numerical methods in order to test pre-set hypotheses with regard to the relationship between specific variables.
In this study, quantitative survey was conducted with the Edendale community members. The purpose was to understand the role played by the KZN-DAC in promoting a culture of reading among the members of this particular community. Research participants were selected randomly from within the greater Edendale community.