4.1 Introduction

This section examines the two major traditions of research methods: qualitative and quantitative. It discusses the dominant effect that one of these traditions (quantitative research) has had on current careers guidance and counselling practice and considers the value of piloting research.

4.2 Objectives: stage 4

By the end of this stage of your research project, you will be able to:

• distinguish between quantitative and qualitative research;
• outline some key issues from current practice which link with research method;
• describe the main features of qualitative research;
• describe the main features of quantitative research;
• pilot your research project.

4.3 Models of Research

The most common way of conceptualising the diversity of approaches to research is to distinguish between quantitative and qualitative models. It is this distinction that will be adopted here, though it should be stressed that this is a rather crude distinction that can be misleading. In reality, much social scientific research combines methods from the two traditions. So how are these two approaches different? Most obviously, quantitative research involves measurement on some numerical basis and usually employs statistical techniques, whereas qualitative research does not (at least to the same degree). Various other features of the research process are also associated with the different traditions. For example, quantitative research favours structured forms of data, which can consist of frequency counts or other types of measurements. In contrast, the data that qualitative researchers typically deal with are verbal descriptions in natural language often collected from an interview or some type of recorded conversation (for example, using audio tapes). They deal more in meanings, experiences and descriptions. This type of data cannot be directly subjected to counting or measuring, though, of course, they can subsequently be presented so that they can be analysed quantitatively.

Other differences have already been identified in 1.4 above. For example, the sequence and relationship of activities involved. A quantitative approach requires that the researcher collects all the data before analysing it. A qualitative approach requires that data collection and analysis are intertwined. One other important difference relates to views about the role of theory. These and other differences will be discussed in more detail later.

Methods of data collection are also varied. Some are clearly associated with quantitative research (for example, the scientific experiment) and other with qualitative research (for example, participant observation). Others are shared by both traditions (for example, questionnaires and interviews) though the precise design of the research instrument and the approach adopted by the researcher are likely to differ. There is a vast literature available on research methods. You will need to spend time reading about different methods and, once you have an idea of your research focus and methods, you will need to spend time researching issues related to different designs (for example, of questionnaires). Whichever approach (or combination of approaches) you choose to adopt for your research project and whatever methods, remember the underlying purpose is to extend knowledge and understanding about some aspect of careers guidance and counselling. As May (1996:3) expresses it more generally, the purpose of all research is:

'to understand and explain social phenomena, to focus attention on particular issues and to challenge conventionally held beliefs about the social and natural worlds'.

4.4 Research Traditions in Guidance and Counselling

Current Practice

The theories which underpin current careers guidance and counselling practice have come mainly from North America. Varied accounts exist which identify the main influences in the development of this body of knowledge (for example, Arthur et al,1989, Brown et al, 1990, Seligman, 1994, Scharf, 1997 and Zunker, 1998,). Despite disagreements about the particular strands of influence, there is agreement that Frank Parsons was the founding father of the vocational guidance movement. A seminal work by Parsons entitled Choosing a Vocation was published posthumously in 1909. His ideas about how people choose jobs came from differential psychology and were initially referred to as the `talent matching' approach. They later developed into what became known as the `trait and factor' theory of occupational choice, and were developed by theorists who had a major impact on practice such as John Holland (1966,1973, 1992) and Alec Rodger (1952). Parsons' core concept was that of 'matching'. He suggested that occupational choice occurs when people have achieved:

1. an accurate understanding of their individual traits (e.g. personal abilities, aptitudes, interests, etc.);
2. a knowledge of jobs and the labour market and then
3. made a rational and objective judgement about the relationship between these two groups of facts.

A key assumption is that it is possible to measure both individual talents and the attributes required in particular jobs which can then be matched to achieve a `good fit'. It is when individuals are in jobs best suited to their abilities, they perform best, and productivity is highest.

This theory of occupational choice has dominated careers guidance and counselling practice for nearly a century, partly because of its practical appeal. It provides careers guidance and counselling practitioners with a clear rationale and framework for practice. Additionally, the underlying philosophy has suited policy makers since it lends itself to the servicing of labour market requirements. Consequently, it has been embraced enthusiastically by policy makers and barely questioned by the majority of practitioners.

The theory contains, however, fatal flaws. Scharf (1997) reminds us that:

There is little research supporting or refuting trait and factor theory itself as a viable theory of career development. Rather, the research that has been done, of which there is a large amount, has related traits and factors to one another or has established the validity and reliability of measurements of traits and factors.' (p26).

There was no viable theoretical alternative during the first half of this century to this `best fit' theory of occupational choice, and it was not until the 1950's and 1960's that theories originating from other academic disciplines such as sociology, and other branches of psychology like developmental psychology emerged as serious alternatives. Theories which were developed from these academic disciplines emphasised the context in which occupational 'choice' occurred and the importance of the maturation process of individuals, respectively. Since this time, the theories careers guidance practitioners have used to inform their practice have expanded dramatically. Whichever theories actually inform current practice, there is emerging consensus around the inadequacies of these theories. In particular, researchers are questioning the relevance of current theory for particular sectors of society.

Adequacy of Current Practice

There is a growing critique of the current practice of careers guidance and counselling which is based on theory derived from quantitative research methods. For example, Osipow and Littlejohn (1995) discuss serious weaknesses in applying current theory to Minority ethnic groups. They argue that a major problem is the manner in which all current theories use concepts which `assume cultures that are relatively affluent and have good opportunities for education, upward mobility and family support and encouragement' (p255). Many members of minority ethnic groups, they argue, do not have access to these privileges.

Hackett (1997) identifies several problems in trying to apply current theory to girls and women: 'I am suggesting the need for formal testing of competing models as well as attempts at unification and integration....we also need to incorporate issues of sexism, racism and their interaction, along with considerations of relational orientation, support and barriers into all our developing conceptions of women's career psychology’ (p187).

Savickas (1995) relates current problems with theory to the more fundamental issue of different philosophical origins reflected in the two approaches to research. He identifies inherent tensions which arise from the academic traditions of different theories: 'sharp lines have been drawn on which philosophy of science to choose' (p15). He concludes that 'vocational psychology could benefit simultaneously from refinements forged within the distinct career theories, from advances produced by convergence among career macrotheories and from break-throughs induced by divergence in work-role microtheory' (p29).

Implications for Research Methods

Theories informing current guidance and counselling policy practice have been developed mainly by psychologists operating from scientific positivist paradigms of research using quantitative methods. What, then, are the concerns now being expressed about the limitations of this research method?

Taking just one example of careers guidance and counselling for girls and women, Harmon & Meara (1994) discuss the limitations of experimentally designed empirical inquiry that meets the criterion of internal validity for both policy and practice. They argue that `those who are interested in career counselling for women seem to be swimming against this tide in an attempt to integrate science and practice' (p362).

Hackett (1997) reviews some of the criticisms made about the existing literature on women's career development which include research methodologies which have been used. In particular, she argues that there is a need to move beyond 'simple correlational designs' (p184) and suggests that qualitative research methods 'are highly appropriate in attempts of this sort to truly understand the experiences of a group that has received insufficient attention' (p185). She discusses the need to triangulate across different data sources using focus groups, diaries, archival documents, or observations, concluding that 'future research on this model will also benefit from the integration of qualitative and quantitative methods' (p186).

Others have also discussed the type of research methods which should be used for future research inquiry. For example, Rainey and Borders (1997) advocate the use of narratives, constructivist methods or other qualitative approaches to examine environmental factors for girls and women (p169). Edwards and Payne (1997) state simply that there is a need 'to embrace ideas from a wider moorland of study than is presently the case' (p537).

Overall, then, there is a growing consensus that scientific research methods from within a positivist paradigm have been found to be wanting in several respects. Knowledge and understanding built up from a particular approach to research needs to be complemented with knowledge and understanding derived from different ways of investigating social phenomenon.

4.5 Quantitative Research

'Quantitative research is concerned with the collection and analysis of data in numeric form. It tends to emphasise relatively large-scale and representative sets of data, and is often........... presented or perceived as being about the gathering of facts.' (Blaxter et al (1996:60).

Quantitative or traditional experimental approaches set out to quantify and measure the contributions of different factors to phenomenon (for example, occupational choice behaviour). It can be useful if you want to compare things, like test scores under different conditions or behaviour under different conditions. However, this approach to research has certain disadvantages for small scale studies. For example, you would need a large enough sample to ensure your data is statistically significant. Additionally, your sample must be representative so that you can be confident of getting the same pattern of results again when you repeat the same procedures on a different population. Only then would you be able to generalise your findings to a wider sample than the one you are testing.

Robson (1993:19) summarises the five sequential steps which are commonly regarded as typifying the 'scientific' or quantitative approach to research. These involve:

• Deducing a hypothesis (a testable proposition about the relationship between two or more events or concepts) from theory.
• Expressing the hypothesis in operational terms (i.e. ones indicating exactly how the variables are to be measured) which propose a relationship between two specific variables.
• Testing this operational hypothesis. This will involve an experiment or some other form of empirical enquiry.
• Examining the specific outcome of the enquiry. It will either tend to confirm the theory or indicate the need for its modification.
• If necessary, modifying the theory in the light of the findings. An attempt is then made to verify the revised theory by going back to the first step and repeating the whole cycle.

So, adopting a quantitative approach to research involves searching for causal relationships which are conceptualised in terms of the interaction of 'variables', some of which (independent variables) are seen as the cause of other (dependent variables). It will invariably involve designing and using standardized research instruments (for example, tests, questionnaires, attitude scales) so that numerical data can be collected which will then be manipulated using statistical techniques.

Some suitable data for this research method already exists in the form of published or unpublished statistics. Often, though, researchers have to produce the data they need for analysis themselves. For example, from a laboratory experiment or from psychometric or personality tests which have been administered to relatively large groups of participants. As previously indicated, if responses to unstructured questionnaires can be coded and then counted in some way, this may also be a source of quantitative data.

4.6 Qualitative research

'Qualitative research is concerned with collecting and analysing information in as many forms, chiefly non-numeric, as possible. It tends to focus on exploring, in as much detail as possible, smaller numbers of instances or examples which are seen as being interesting or illuminating, and aims to achieve 'depth' rather than 'breadth'.' (Blaxter et al.,1996:60).

Qualitative research is concerned with life as it is lived, things as they happen or situations as they are constructed in the day-to-day course of events. Qualitative researchers seek lived experiences in real situations, try not to disturb the scene and to be unobtrusive in their methods. This is to ensure that data and analysis will closely reflect what is happening. Qualitative researchers are also interested in 'natural' experiments. For example, when ordinary processes are disrupted, basic rules and norms are thrown into relief. Usually, these types of rules and norms are tacit and understood, perhaps subconsciously, by people in a particular situation. A recent example relevant to guidance in the UK is the recent is the introduction of Personnel Advisers to work with disaffected young people in the Connexions service. Reformed organisational structures, different relations with schools, colleges, Youth Services, Social Services, Youth Offending Teams, and Educational Welfare Officers, different working practices with clients (e.g. over a two year period) are all examples of natural experiments which would be legitimate areas for research inquiry using a qualitative approach.

When studying in this way, it is important not to start off with too many preconceptions about what you might find. It is necessary to maintain an openness, not pre-judging issues and not even settling for the first (even second) impressions formed. Guesses might be made, tested along the way and abandoned, changed or revised in the light of later discoveries. This mode of study will have implications for the relationship fostered with the subjects in the research (refer to 'ethics' in 1.6, and 'access' in 3.4).

Six characteristics of qualitative research are identified by Blaxter et al (1996:61):

• Events can be understood adequately only if they are seen in context. A qualitative researcher therefore immerses her/himself in the setting.
• The contexts of inquiry are not contrived; they are natural; nothing is predefined or taken for granted.
• Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore qualitative research is an interactive process in which the persons studied teach the researcher about their lives.
• Qualitative researchers attend to the experience as a whole, not as separate variables. The aim of qualitative research is to understand experience as unified.
• Qualitative methods are appropriate to the above statements. There is no one general method.
• For many qualitative researchers, the process entails appraisal about what was studied.

This approach to research, therefore, involves considered selection and interpretation. It is therefore important to make the choice of focus for study principled and clear as well as being careful to make only reasonable claims in the research report or dissertation. In addition to making the basis of selections and methods clear, the researcher needs to include some biographical information because s/he cannot be regarded as an objective recorder of absolute truths, but rather a participant in the research process.

4.7 Piloting

Piloting is the process whereby you try out the research techniques and methods you have in mind to see how well they work in practice. This enables you modify your plans before you commit too much time to one procedure. If you have spent time thinking about and planning your research project, you may be tempted to believe that you are clear about what you are doing. However, the value of piloting research cannot be overestimated. Things rarely work out the way you expect - respondents can answer a questionnaire or interpret an interview question in ways that you can never anticipate! Taking time to run a pilot can save you time, frustration and even anguish in the end.

In a small scale study, even an informal pilot can prove invaluable. Try out a couple of interviews, get some friends to fill out your questionnaires, go and observe some organisational activities - or whatever else you have in mind for the data collection phase of your project. You will almost certainly gain from doing this, even if it is a more accurate idea of the time collecting data can take. If you do this early enough, you can change your strategy before it's too late!