Step 9 Monitoring and Evaluation
5.2 THE QUALITATIVE AND QUANTITATIVE RESEARCH METHODS
The study used both qualitative and quantitative research methods. The quantitative methods were used to analyse data received through the questionnaires from the communities as these were bulky and all other data was analysed using qualitative methods. The ensuing discussion outlines the pros and cons of qualitative and quantitative research methods as they form the core of methodology used in the study to justify blending of the two methods as they were interchangeably applied in data analysis in chapter seven. Tashakkori & Teddlie (2006:5) assert that pragmatically oriented theorists and researchers now refer to mixed methods, or mixed methodologies or methodological mixes, which contains elements of both quantitative and qualitative approaches.
Uncovering the actual integration of qualitative and quantitative approaches in any particular study is a considerably more complex undertaking than simply classifying a study into a particular category on the basis of a few broad dimensions or characteristics (Maxwell & Loomis, 2003: 256). Therefore, qualitative and quantitative research can be combined at different stages of the research process:
formulation of research questions, sampling; data collection and data analysis. Most research does not fit clearly into one category of quantitative or qualitative research, and the best approach often combines features of each (Thomas, 2003:7). The study used both methods and each of them is unpacked below to give context of why
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the mixed-method approach was employed in conducting research and how the two methods were blended-in for data collection, analysis and interpretation in this study.
5.2.1 Qualitative Research Methods in Tourism Planning
Research methods used in assessing the state of tourism in KwaZulu-Natal, describe the qualitative research methodology as one of the two core forms of tourism research methodology used in tourism research, namely, qualitative research methods and quantitative research methods (KZNTA, 2008). Qualitative research can be initially defined as a mode of research that does not place its emphasis on statistics or statistical analysis; that is, on the objective measurement and analysis of the data collected (Phillimoore & Goodson, 2004). Qualitative research methodology involves collecting data on the meaning of phenomena, whereas quantitative research collects data pertaining to the frequency of occurrence of such phenomena (Bowen, 2002). Qualitative research is rooted in the participant observation approach of ethnologists and the concepts of interactions and phenomenology.
Furthermore, three broad theoretical approaches to qualitative research emerged, namely symbolic interactions and phenomenology, ethno methodology and constructivism and psychoanalysis and genetic structuralism (Bowen, 2002). Three additional important qualitative research developments are triangulation, hybridisation and linking qualitative and quantitative research (Flick, 2006).
5.2.1.1 Advantages of qualitative research methods in tourism
In terms of subject matter, qualitative research usually involves a small number of respondents or observations, but considers these in-depth (Weaver & Lawton, 2006).
It is for this reason that qualitative research methods are sometimes referred to as
‘data enhancers’ that allow crucial elements of a problem or phenomenon to be seen more clearly (Ragin, 1994). Qualitative research is suited for situations where little is known about the subject matter, since the associated methodology is intended to gain insight into the phenomenon in question. The qualitative data analysis was therefore used in the study to analyse responses from the smaller samples of
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municipalities, Community Tourism Organisations, Development Finance Institutions, Department of Economic Development and Tourism and individual organisations that were involved in the sample. An in-depth analysis of the responses was done to enhance the data collected from these respondents and to provide more insight into the dynamics of tourism policy, planning and management in KwaZulu-Natal.
5.2.1.2 Disadvantages of qualitative research methods in tourism
Many researchers have criticised the qualitative research methodology for lacking objective rigour and validity of a group larger than that which was actually interviewed or observed in various studies (Bird & McCormick, 1992; Steckler, et al., 1992; Page, 1995; Bryman, 2006; Veal, 2006; Weaver & Lawton, 2006;). This criticism, however, is best directed towards the careless execution of qualitative methodology itself, which can be extremely rigorous and challenging in its assumptions and applications.
One of the core weaknesses of qualitative research is that it is often based on data collected from small samples or case studies. It is thus dangerous to generalise on the basis of such data. The dangers of generalising on the basis of a particular case study are also stressed by Aung et.al, (2001) and McKercher (2002), that this kind of methodology is subjective or imposes personal interpretations on the data collected.
In addition, in the case of participant observation, the presence of a researcher amongst a group may lead to that group behaving in an abnormal manner.
The KwaZulu-Natal Tourism Authority (KZNTA, 2008) maintains that qualitative researchers also require special training to ensure that they not impose personal views on a respondent, are not leading in the questions posed, and are able to deal with group dynamics when conducting group discussions, particularly when dealing with very assertive individuals who tend to impose their views on a group, and encouraging more introverted participants to join a discussion. This is particularly the case with psychoanalysis and social scientists, who use this technique and need years of training in the field of clinical psychology. The KwaZulu-Natal Tourism Authority (KZNTA, 2008:3) also maintains that before the researcher is allowed to
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conduct focus group discussions or in-depth interviews should undergo training, for example, the Human Sciences Research Council (HSRC) in South Africa requires that a researcher undergoes practical training from specialists in the field. The programme lasts more than six months and involves a series of simulated exercises in the use of such techniques. Due to the intensive nature of qualitative research it often involves a lengthy process to collect and analyse such data.
5.2.2 Quantitative Research Methods in Tourism
Quantitative research relies on the collection of statistics that are then analysed through a variety of statistical techniques. Numerous quantitative research methods are used in the field of tourism studies (Weaver & Lawton, 2006). Because it often involves a very rigorous process of hypothesis formulation, detached observation, data collection, data analysis and acceptance or rejection of the hypotheses, quantitative research is regarded as the very core of the scientific research method.
This paradigm has always been at the heart of the natural sciences, but has only recently become more prevalent in tourism studies, in association with the emergence of the knowledge-based platform. It claims to ‘reliably’ reflect the ‘real world’ through its rigorous procedures and the ability to extrapolate its results to a wider population. The quantitative research was used in this study to analyse data collected from the communities throughout KwaZulu-Natal as this was a large sample of community respondents.
5.2.2.1 Disadvantages of quantitative research
Quantitative research methods are ‘data condensers’ that yield a relatively small amount of information about a large number of respondents or observations (Ragin,1994). The main disadvantages of quantitative research are that issues are only measured if they are known prior to the beginning of the survey and therefore have been incorporated in the questionnaire (Nykiel, 2007:56). It is also not always easy to collect data on a certain process; and even if it is possible to collect data, the numbers might not tell the whole story (Tarantino, 2008:217).
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5.3 RATIONALE FOR USING QUALITATIVE AND QUANTITATIVE RESEARCH