QUANTITATIVE VERSUS QUALITATIVE

In any research enquiry, the researcher has to determine whether the study will be quantitative or qualitative in nature. A quantitative study is an inquiry into a social or human problem, based on testing a theory composed of variables, measured with numbers, and analysed with statistical procedures, in order to determine whether the predictive generalisations of the theory hold true (Cresswell, 1994:1-2). Quantitative research is associated with the positivistic paradigm which will be discussed in the next section.

Alternatively, a qualitative study is an inquiry process of understanding a social or human problem, based on building a complex, holistic picture, formed with words, reporting detailed views of informants and conducted in a natural setting (De Vos et al. 2005:93). Qualitative research is associated with the phenomenological paradigm. An overview of the phenomeno-

The distinctions between quantitative research and qualitative research can be summarised as follows according to Kaplan and Duchon (1988:580) and Cresswell (1994:21-24):

Quantitative research is generally done by making use of scientific methods which can

include:

• The generation of models, theories and hypotheses.

• The development of instruments and methods for measurement. • Experimental control and manipulation of variables.

• Collection of empirical data. • Modeling and analysis of data, and • Evaluation of results.

Qualitative research usually has one or more of the following features:

• A focus on natural settings.

• An interest in meanings, perspectives and understandings. • An emphasis on process, and

• A concern with inductive analysis and grounded theory.

Based on the above, the following can be stated in terms of this study: Firstly, the research in question is primarily quantitative in nature given that primary, quantitative data will be sourced and statistically analysed. The quantitative part of this study included the collection and analysis of data which was collected in two surveys (questionnaires) from Commerce graduates (alumni) at the selected HEI and employers of these graduates. In doing so, the researcher sought to achieve the primary and secondary objectives and research questions of this research as stated in Sections 1.4 and 1.5 of Chapter One, respectively.

Secondly, the research methodology comprises analytical as well as descriptive features. As such a methodological triangulation approach was adopted given that the responses to the open-ended questions, qualitative data, were reported on. Cresswell (1994:174) defined triangulation as the combination of methodologies in the study of the same phenomenon. The logic of triangulation is an ability to fill in the gaps left when using one dominant approach, that is, the use of quantitative research to facilitate qualitative research and vice versa, combining static and procedural features, gaining the perspective of the researcher and

the researched, to address the issue of generality and to study different aspects of a phenomenon (De Vos et al. 2005:361-362).

Thirdly, this research can be labelled as deductive because a conceptual and theoretical structure (statements in the research instruments) will be developed. The quantitative dimension of the research in question is clearly based on deductive reasoning (which develops theories or hypotheses about a problem and then tests these theories or hypotheses through empirical observations). Inductive reasoning (which implies that general inferences are induced from particular instances) also plays a part when interpreting the responses to the open-ended questions (Terre Blanche, 1999:41; Babbie, 2001:35). Inductive reasoning is linked to qualitative research. These concepts of deductive and inductive pertain to the type of methodological reasoning that takes place during the research process.

Finally the purpose of research is two-fold: on the one hand to develop and evaluate concepts and theories, thereby contributing to the general body of knowledge (basic or pure research); and on the other hand, to solve an existing real life problem (applied research), for example in businesses, or, for the research in question, for HEIs (Terre Blanche, 1999:41). The overall approach followed in this study is based on the principles of applied research given that the findings should be useful in providing advice to curriculum development in a Commerce related faculty at HEIs and enhance the graduate recruitment by business practice by ascertaining the needs of business practice.

In general, the approach followed in this study is based on the principles of applied scientific research by providing an explanation to a specific research problem and the potential application possibilities of the findings. By following requirements of a good research, a systematic analysis of the body of knowledge (secondary sources) will be evaluated to validate, modify and adapt the Commerce graduate (alumni) and employer research instruments developed by Louw (1999), with further refinement of the business and economics sciences graduate research instrument by Roos (2008).

Irrespective whether the research is quantitative or qualitative in nature two types of data collection are required. Primary research, which comprises the collection of data that does not yet exist and secondary research, which is the summarising, collation and/or synthesis of

primary data were sourced from existing sources by means of an all-embracing literature review of research design and methodology, management competencies and quality perspectives pertaining to Higher Education Institutions (Chapters Two and Three). Secondary data from related subject fields such as Management Education, Organisational Behaviour, and Business Management were first examined. Data searches nationally and internationally were done at the main library at Rhodes University and these included: Sabinet, Business Source Premier, Emerald Management Plus, LexisNexis, SAGE Premier Package, Open Journals and the internet. Primary (raw) data, both quantitative and qualitative in nature, was sourced by means of on-line surveys that were administered to Commerce graduates (alumni of the Commerce Faculty) of a prominent Eastern Cape HEI and employers of the Commerce graduates from this HEI.