The research design is viewed from the perspectives ensconced in the definitions of various authors. It is broadly defined by Kothari (2004:32) as plan that specifies the sources and types of information relevant to the research problem and a strategy specifying which approach will be used for gathering and analysing the data. Rajasekar, Philominathan and Chinnathambi (2013:5) refer to design as the procedures by which researchers go about their work of describing, explaining and exploring the phenomena. The understanding and the knowledge about the phenomena informs the purposes of the research which include: Exploration: requires the researcher to examine a new interest or a study of a new
subject (Babbie 2008:96) (Singh 2007:63).
Description: requires a researcher to describe the events and answer the questions of what, where, when and how (Babbie 2008:99).
Explanation: requires a researcher to explicate and answer the questions of how (Babbie 2008:99).
For the purpose of this study, the quantitative and qualitative research methodologies were adopted. Quantitative research is often placed in opposition to qualitative research and this is often turned into a `paradigm war' which is seen to result from apparently incompatible worldviews underlying the methods (Sukamolson 2007:19). However, according to the researcher the quantitative and qualitative research methodologies should complement each other. In this study a survey research design, based on the mixed research methodologies whereby descriptive statistics are used to analyse the quantitative data and the thematic analysis is used to analyse the qualitative data.
Mixed methods research is formally defined here as ‘the class of research where the researcher mixes or combines quantitative and qualitative research techniques, methods, approaches, concepts or language into a single study. Mixed methods research is an attempt to legitimate the use of multiple approaches in answering research questions’ (Harwell, 2010:148).
5.2.1 Research paradigm
This section discusses the paradigm and the background to the study in order to understand the adoption of a mixed methodology approach. A paradigm is a model or framework for observation and understanding, which shapes both what is seen and what is understood (Babbie, 2008:34). Paradigms provide frameworks in which theories are created. The table below provides details of both paradigms informing the research approach for this study, by comparing a positivist and a phenomenological paradigms as follows:
Table 5-2 A comparison of positivist and phenomenological paradigms Subject Positivist paradigm Phenomenological paradigm
Basic beliefs
The world is external and objective
The world is socially constructed and subjective
The observer is independent The observer is a party to what is observed
Science is value free Science is driven by human interests
Subject Positivist paradigm Phenomenological paradigm The
researcher should
Focus on facts Focus on meanings
Locate causality between
variables Understand what is happening
Follow the deductive approach Follow the inductive approach
Methods include
Operationalizing concepts so that they can be measured
Using multiple methods to establish different views of a phenomenon Using large samples from
which to generalize the population
Using small samples research in depth or overtime
Quantitative methods Qualitative methods
(Source Gray 2009:23)
In this study the positivist paradigm will confirm the symptoms of the problem which are regarded as the factors that are informing of identifying graduate unemployment while the phenomenological paradigm will focus on the respondents’ solicitation of the meaning of the proposed communication strategy, with which the lack of the communication strategy is the root cause of the problem that is investigated in this study. Mixed methods approach combining qualitative and quantitative research elements is used to integrate these qualitative and quantitative research findings within a single systematic review (Heyvaert, Maes & Onghenaa 2011:1). The quantitative and qualitative research methods are discussed in the paragraphs below.
5.2.2 Quantitative research
Du Plooy (2001) highlights that ‘the research goal or aim determines the research approach and techniques or methodologies followed’. The goal of this research is to identify the factors contributing to graduate unemployment and confirm a media that is relevant and strategy to increase graduate employment potential. The researcher first defines the goal in order to ensure that the research approach does not deviate from the research objective. Quantitative research using statistical methods often begins with the collection of data
based on a theory or hypothesis or experiment followed by the application of descriptive or inferential statistical methods. According to Brown and Hale (2014:26), quantitative methodologies focus on reducing a phenomenon to numbers by assigning numerical codes to them, and then analysing them with statistical techniques.
5.2.2.1 The characteristics of quantitative research
Quantitative research is numerical, non-descriptive, applies statistics or mathematics and uses numbers. It is an iterative process whereby evidence is evaluated, the results are often presented in tables and graphs, it is conclusive and it investigates the what, where and when of decision making (Rajasekar et al 2013:9).
5.2.2.2 The advantages of quantitative approach
It is noted that in data collection, there are advantages and disadvantages to be considered. The quantitative approach has the ability to make correct predictions and can measure past and current events in the social world, and use what is and has been as a basis for predicting what will be (Tewksbury 2009:41). It promotes objectivity and eliminates bias (Garbers 1996:279). It possesses less reactivity effects or interviewer bias that can be created by someone with a vested interest in the results, and it can be arranged that the answers are confidential and anonymous, such that even the researcher does not know to whom each response belongs. This creates an atmosphere of trust, and leads to more truthful answers (Gorard 2003:93).
In support of the advantages of the quantitative approach, in this study the predictions that will be derived from the responses will be used to confirm and identify the factors that contribute to the graduate unemployment as well as contributing to the establishment of the communication strategy that is proposed by this study. The confidentiality and anonymity of the responses cannot be underestimated since these are the ethical requirements of this study.
5.2.2.3 The disadvantages of quantitative research
Although a quantitative research approach is chosen for this study, the researcher recognizes the disadvantages of this approach. The disadvantages of the quantitative research approach are that it does not take into account people’s ability to think and argue, it excluded the notion of people’s freedom, choice and moral responsibility, and also does not account for people’s unique ability to interpret their experiences, constructs and their own meaning of the situation or phenomenon (Ramchander 2004:106; Tewksbury 2009:42).
5.2.3 Qualitative research
Qualitative research uses a naturalistic approach that seeks to understand phenomena in context-specific settings such as real world setting where the researcher does not attempt to manipulate the phenomenon of interest (Golafshani 2003:600). Its aim is to discover the underlying motives of human behaviour (Kothari 2004:3). Qualitative research, on the other hand, is concerned with qualitative phenomenon, i.e., phenomena relating to or involving quality or kind. For instance, one can be interested in investigating the reasons for human behaviour (i.e., why people think or do certain things).
5.2.3.1 Characteristics of qualitative research
Qualitative research is non-numerical, descriptive, applies reasoning and uses words, its aim is to get the meaning, feeling and describe the situation, it is exploratory and it investigates the why and how of decision making and qualitative data cannot be graphed (Rajasekar et al 2013:9; Golafshani 2003:598).
5.2.3.2 The advantages of qualitative research
Qualitative research provides the opportunity to identify descriptive characteristics in a person in such a way that the absence or the presence of such characteristics can be easily noticed (Kothari 2004:124). In qualitative research, people under study are given the
opportunity to interpret their own view of the world (Cassel 2005:12). This type of research aims at discovering the underlying motives and desires, using in depth interviews (Kothari 2004:3).
In this study, the qualitative approach will be helpful in overcoming the disadvantages of the quantitative approach as mentioned above. For the purpose of this study, it is important that people’s ability to think and argue should be considered and this will be done by giving the respondents the opportunity to provide inputs to the proposed communication strategy.
5.2.3.3 The disadvantages of qualitative research
In qualitative studies that involves humans, the research results can be manipulated because the humans can change their behaviour during data collection. The subjects under study may behave in a way that would positively or negatively influence the research results. There are chances that the research results may not be a correct and a full representation of reality.
In order to overcome this disadvantage, this study is interested in gathering the views of the respondents regarding the establishment of communication strategy. Instead of making decisions on behalf of the respondents, it is advisable that the respondents be given the opportunity to provide their inputs or negate the inputs.