Quantitative Research in Management: Design, Validity, and Ethics

This essay provides an overview of quantitative research methodology in management, focusing on its application in a study examining parental attitudes towards sugar-sweetened beverages and their impact on children. It discusses the strengths and limitations of quantitative research, including its ability to generalize findings and analyze structural inequalities, as well as its challenges in collecting sensitive data and its inflexibility. The essay also evaluates the systematic random sampling procedure used in the study, suggesting alternatives for participant selection and data collection, such as interviews. Furthermore, it delves into the concepts of internal and external validity, assessing their relevance to the research design and questions. The essay concludes by addressing research ethics, emphasizing the importance of responsible data collection and analysis.

Running head: MANAGEMENT
Management
Student’s Name
University Name
Author’s Note

2MANAGEMENT
Table of Contents
1. Introduction............................................................................................................................3
1.1 Purpose of the Paper.........................................................................................................3
2. Overview of Quantitative Methodology................................................................................3
3. Identification of the Quantitative Research approaches.........................................................4
4. Strengths and Limitations of Quantitative Research..............................................................4
4.1 Strengths...........................................................................................................................4
4.2 Weaknesses.......................................................................................................................5
5. Description and Evaluation of sampling procedure...............................................................5
6. Discussion of possible alternatives for the sampling participants.........................................6
7. Description and Evaluation of Data Collection.....................................................................6
8. Discussion of possible alternatives for the Data Collection...................................................7
9.1 Internal Validity................................................................................................................7
9.2 External validity...............................................................................................................8
10. Analysis of internal and external validity of this research study.........................................9
11. Evaluation of Research design and its relation with research questions............................10
12. Summary............................................................................................................................10
13 Research Ethics...................................................................................................................11
Reference List..........................................................................................................................12

3MANAGEMENT
1. Introduction
1.1 Purpose of the Paper
The main motif of the paper had been the examination of the interrelation between the
attitudes of the parents towards consumption of sugar sweetened beverage with the same
attitude of the people within the first 1000 day span of their lives (gestation up to 2 years of
age). A research study had been conducted for the collection of first hand data in this context
and consequently a descriptive analysis if the data had been conducted.
2. Overview of Quantitative Methodology
The basic philosophy behind carrying out quantitative research methodology is the
determination of the interrelation between an independent variable and a dependent or an
outcome variable within a set of given population. There are two categories of quantitative
research design, either descriptive or experimental (Brannen, 2017). Since a research study
have been based on a set of hypotheses, the descriptive study is the best suited for this
research. The principal characteristics of Quantitative research are:
 Structured research instruments are generally used for collection of research data
 The outcome of the research is based on the large sample sizes which would be
representing the population
 The reliability of the research study is high.
 There are clearly defined research objectives and the objective feedback that is
collected from the research respondents are based on that only.
 Data is majorly numerical or statistical, arranged in layouts like tables, charts or
figures

4MANAGEMENT
 The researcher in the case of quantitative research, generally uses tools like
questionnaires and computer software in order to arrange numerical data (Quinlan et
al. 2019).
3. Identification of the Quantitative Research approaches
In the course of this research study, the researcher has used the deductive approach to
research. This selection of deductive research is valid here since the foundation of the
research work is based up on the set of hypotheses. As McCusker and Gunaydin (2015),
states, an inductive aims at justifying the viewpoints of previously conducted researches.
However, as opposed to that, the deductive research, as selected in this research study, works
to explore the consequences when the interactivity between the dependent and the non-
dependent variables take place.
4. Strengths and Limitations of Quantitative Research
4.1 Strengths
The first strengths of the study is that the findings of the study can be generalised to
the entire population regarding some specific requirement of any information. As Jensen
(2017), states, sample of the individuals, organisations or other communities can be selected
in order to ensure that the outcomes will definitely be the representative of the sample
population that have been studied. Other than these, structural factors which decide the way
in which inequalities are developed, can be studied in detail
By means of quantitative research, mathematical estimates can be easily obtained
through an analysis of the magnitude as well as distribution of the impacts. Again, data
related to the costs and benefits of the interventions can also be obtained by means of
quantitative methodology.

5MANAGEMENT
Other advantages include a clear layout of the documentation of the content as well as
applicability of the survey instruments. By means of this, Walliman (2017), states that the
other researchers are able to assess the validity of findings. The adoption of standardised
approaches allow for the replication of the study in various areas or over the time with
production of relatable findings (Litosseliti, 2018).
4.2 Weaknesses
It is evident as per the research of Mackey and Gass (2015), that, various kinds of
information are hard to be obtained through the instruments of structured data collection. This
is particularly true for the sensitive kind of data like as domestic violence or income disparity.
Various kinds of population groups like as illegal immigrants, squatters, drug users, sex
workers and lastly the ethnic minorities are difficult to reach. However for the instance of the
QUANT data collection processes, the problems are greater at times. The information that is
self-reported, as obtained from the questionnaires can be inaccurate as well as incomplete.
Besides that, the studies are also much time consuming as well as there is the condition that
the preliminary results of the studies might not be available for a considerable time period
(Smith, 2015). Lastly, the research methods in such cases are inflexible since it is evident
after the start of the research study, the methodology of data collection cannot be alternated.
In any of such instances, the accuracy of the data would be hampered and thus in turn, the
real impact of SSB consumption cannot be studied.
5. Description and Evaluation of sampling procedure
In the course of this research study, the authors have used the process of systematic
random sampling. Conducting the research study would be difficult if the research sample is
not selected properly. In this context, it can be stated that systematic sampling is the process
that involves selection of members from a target population by starting to select from a

6MANAGEMENT
random starting point. Then the rest of the members are selected after a fixed sampling
interval. This methods takes time in selection of the target population. However, the selection
is precise and appropriate. One best way to ensure that the target population definitive of
being represented is the sampling procedure. This is a method of random sampling that
requires the selection of samples that is based on a system involving intervals in a numbered
population. Additionally, the researcher have also emphasised that in the research study, all
the feasible outcomes are given the equal opportunity of being selected in a particular sample.
In this quantitative study, responses from a small list of respondents would not be able to
suffice and substantiate the nature of response collected. That is why a quantitative study
have been pertained to, in this research study. In the research studies, 394 specialised
supplemental nutrition program were selected involving women, infants as well as children.
The regression models were used for assessing the cross cultural relationships of the attitude
of the parental SSB and the associated score with that of the habitual regular based infant
SSB attitude scorings well as infant SSB consumption rates. And slight adjustment for the
demographic as well as the socioeconomic characteristics of the random samples of the group
were done.
6. Discussion of possible alternatives for the sampling participants
The prime area of concern is that the field of sampling have been quite concentrated.
The consumption trends of the SSB are also dependent on factors other than demographics or
individual socioeconomic structure. As Daniel (2018), states, they could also be dependent on
the factors like availability or overall consumption trends of a particular society, which has
the potential to highly alternate the “confidence levels” in the regression analysis and the
adjusted odds ratio also.
7. Description and Evaluation of Data Collection

7MANAGEMENT
Survey data collection can be defined as a kind of resultant data that is being gathered
from one sample of respondents who have participated in the survey. The process of data
collection is most important because this allows the collection of the first hand responses
from the people who holds essential data regarding both the dependent as well as independent
variables of the research study that is being analysed. A target audience have been set by the
researcher for the conduction of this process of survey. Then, comprehensive data have been
gathered by the researchers based on the feedback provided by the target audience.
In order to collect survey data for the purpose of statistical analysis, many methods can be
applied. As Alvesson and Sköldberg (2017), states, various kinds of media can also be
applied for the collection of feedback from the requisite sample of respondents. While
conducting this research survey, the researchers preferred multiple modes of collecting data
from the respondents. The best methods that the researcher used, are online survey data
collection methods, face to face survey methods, telephonic response collection and so on. As
Dang and Pheng (2015), the process of collection of survey data is detrimental in deciding the
sample of the people who have been approached, in order to reach the required units of
survey respondents.
8. Discussion of possible alternatives for the Data Collection
In order to collect the data for this survey, the data collection method of interview could have
been selected also. The parents could have provided better insight in to the consumption data
of the respondents of the age group below 2 years of age. Other than that, the distinction and
trends because of which the differentiation in the consumption occurs, could have been
reflected by the respondents who are the parents to the 1000 days old respondents. In fact
through survey method, Barnham (2015), states that most effective data collection could not
have been achieved as an impact of implementation of a method that is absolutely based on

8MANAGEMENT
the responses based on a fixed set of questionnaire. There is also no chance of rebutting the
data reported by the respondents in the first place.
9. Description of Internal and External Validity in Quantitative Research
9.1 Internal Validity
Internal Validity in a quantitative research study refers to the approximate truth
regarding the inferences concerning the cause effect or the causal relationship. Hence,
internal validity can be held relevant in research studies which AIMS at the establishment of
one causal relationship. However, the relevancy of internal validity is less in the
observational are the descriptive studies, for instance. However in the studies which assesses
the impact of the social programs, internal validity is supposed to be the primary
consideration (Flick, 2015). This is the case with this case study where in the impact of a
social intervention concerning the address, women in specific and the people who agent of
2000 days that is from the gestation up to 2 years in life under concern. In search contacts, the
researcher is able to make a conclusion that conducting the research program helped him or
her to understand how a certain implementation plan or Action Plan could make a difference
in his data interpretation and this is explained through test scores or through reduced
symptomology is analysed in which section the primary question related to internal validity is
that whether the observed changes are highly relevant to the program or intervention that is
the cause or whether there are some other possible causes that attributive of the most
important outcome. Hence if there are some evident alternative explanation to the results of
Data Collection, internal validity score would be reasonably low in such a research study.
9.2 External validity
In the course of any quantitative research, the conception of external validity is
essential from the perspective that it lets the researcher to make a conclusion where is he or

9MANAGEMENT
she is able to generalize derivation that he or she did used from Data Interpretation based
upon the data analysis and collection in the course of a research paper. The research sample
that is selected in the course of a research study is comparatively smaller in context of the
total population to which the research contextually applies. Hence the chances of generalizing
the research outcome towards a wider population or across populations, treatment, contexts,
time and settings is justified through external validity (Hartas, 2015). It is evident that in the
course of quantitative research whatever results that are obtained, actually based upon the
sample size that is taken which is in this case amounting to over 500 sample units.
10. Analysis of internal and external validity of this research study
The internal validity of the research is based on the authenticity of the survey data that
have been provided by the respondents regarding the current trend of the SSB consumed
actually. The submission as well as appropriateness of the data of the consumption trends of
the infants and the children is debatable. The difference in the attitude of the different age
groups have been absolutely predictable. The children and the parents’ data returned a
confidence level of entirely 95%. There have been mention of the socioeconomic factors in
the report that could have alternated the data. However, the way in which the data could have
been affected have not be confided with the report.
In the context of external validation also, there are contexts that are applicable
towards debate. The chance of generalisation of the data becomes diminished, when it is
revealed that the data have been collected from sample size that is pertaining to a single
locality of Manhattan, USA only.
There are ample chances that the demographic, social, economic or other external
factors might be determining the consumption trend of SSB in a different way and as such the
compounded impact could produce a different survey result all together. However external

10MANAGEMENT
validation of this research study can be confirmed from the perception that the random
sampling has been selected from over 500 campaign programs where in people from various
demographics and geographical areas have participated. Hence the external validation of the
research study in comparison to the internal valuation of it seems more consolidated and full
proof.
11. Evaluation of Research design and its relation with research questions
The exploratory Research Design has been followed in this research study. As
discussed by Antwi and Hamza (2015), the exploratory research scheme is essential for the
discovery of Ideas as well as insights in contrast to Collection of data that is statistical
accurate and previously proven. Exploratory research is mostly used for analysis of the areas
of potential growth, social growth analysis of as well as determination of alternative courses
of action in addition to prioritising Areas where statistical research have not been conducted
much before. This is why exploratory research is highly contextual to this research study
where into highly different variables r plot in alignment to study their behavioural trends
when they come in contact with the typical behavioural attitude.
Other than that, the exploratory Research Design has been chosen rightly for this research
study because when it comes to survey and interpretation of Survey data, exploratory
research allows the formation of open ended questions against which the server response was
originally collected in quantitative research studies. The research questions that have
informed here I will complimented by this methodology of exploratory research. Text
responses, in the case of this research study could have been very much very well as much
information was required in the context of the behavioural trends that are being studied and
analysed here (Alavi et al. 2018). However exploratory research give space to statistical

11MANAGEMENT
measurable data collection only by means of which quality data interpretation through
regression analysis becomes much easier.
12. Summary
This research study is an article named sugar sweetened beverage attitude and
consumption during the first 1000 days of life. In this research study a statistical analysis of
the consumption Trends of SSB among the parents, children and the infants aged under 2
years have been studied crew interview, survey as well as other quantitative research
methodologies. the selection of the project topic is justified in a sense that the impact that
junk food has on school going children as well as the overall health of infants as an impact of
the excessive indulgence of the parents, themselves over SSB has been a long topic of debate
throughout academic courses. In this particular discussion however the various aspects of
research methodology are emphasized upon. It is evident that the quantitative methodology is
the best suited for the analysis of an interrelation between an independent as well as
dependent variable and when the analysis is emphasized upon a given set of population who
is constituting the research sample for the study. This research follows deductive research
approach who is strength and weaknesses have been analysed and hence its selection is
justified. The sampling process of this research study has also been identified and this
research method indicates towards the selection of a systematic random sampling strategy.
The data collection methods like survey, interview and others are roles analysed and their
appropriateness of the selection in the context of this research study have also been described
in detail. It is evident that all the other research methods could have helped the researcher to
gain from taxes to more accurate and proper data that could have been easily implicated
towards a wider audience comma it otherwise shows that the proper research approach design
and method have been adopted by the researcher.

12MANAGEMENT
13 Research Ethics
The researcher has taken care not to fabricate, falsify or misinterpret data in any way.
He has not shared the research data with any other agency and also refrained from using the
data in the research work from any work other than this research study. In the way of
interpreting the data, the researcher has taken care not to conduct careless errors or
negligence in the way of the study.