Quantitative and Qualitative Research

Research Type – Quantitative Research

Quantitative research is the process of gathering quantifiable data and performing numerical
techniques to assess researchers’ hypothesis and make estimates or predictions by using structured
methods. It gathers data in a numerical form which can be put into categories, or in rank order, or
measured in units of measurement. This type of data can be used to construct graphs and tables of raw
data.
Quantitative research is conducted on a larger population that allow the researchers to know
what is commonly perceived as fact(s) for a given population in an objective or measurable sense which
can be represented by spreadsheet, tables, charts, graphs or any other numerical form which compare
the relationship of variables collected in such research. Since such methods are present, the
researchers’ biases are likely not present to their larger and randomly selected participants. Because of
the structured method of the research, it creates reliable population-based and consistent data
(Generalizable discoveries that can be applied to another population.) that is suited to establishing the
very purpose of the research that is the cause-and-effect relationships which is objective in nature.

Quantitative data collection methods include various forms of surveys, such as:

• online surveys - is a questionnaire that the target audience can complete over the Internet.
• paper surveys - the collection of information from a sample of individuals through their
responses to questions"
• mobile surveys - simply a survey completed by respondents on any mobile device such as a
smartphone or a tablet
• kiosk surveys - Surveys are loaded onto the kiosk over the Internet
• face-to-face interviews - is a data collection method when the interviewer directly
communicates with the respondent in accordance with the prepared questionnaire.
• telephone interviews - are often used to screen candidates to narrow the pool of applicants
who will be invited for in-person interviews.
• longitudinal studies - is a research design that involves repeated observations of the same
variables (e.g., people) over short or long periods of time.
• online polls - is a survey in which participants communicate responses via the Internet,
typically by completing a questionnaire in a web page
• systematic observations - Systematic observation typically involves specification of the exact
actions, attributes, or other variables that are to be recorded and precisely how they are to
be recorded. The intent is to ensure that, under the same or similar circumstances, all
observers will obtain the same results.

Research Type – Qualitative Research

Qualitative research is a process of inquiry that pursues deeper understanding of social
phenomena or interpretation of social interactions within their natural setting. It focuses on direct
experiences of human beings in their everyday lives, on individuals, societies, cultures, and language and
communication. Qualitative research uses various systems of inquiry for the study of human
phenomena including: Ethnography, Narrative, Phenomenological, Grounded Theory and Case Study,
rather than logical and statistical procedures.
 Kumar (2011) states that the quantitative designs have more variety in its study designs
compared to the qualitative research design. It is generally perceived that while both employs a
systematic study design, the quantitative research model is specific, structured, rigid, fixed and
predetermined to ensure accuracy in measurement and classification, while the qualitative research
model is more often flexible and evolving in nature, hence most qualitative designs are not as structured
and sequential as the quantitative research model. Qualitative research provides explanations to the
questions which involves the relationship between the behavior and cultures of individuals and how are
they affected by social phenomena.

Qualitative research does not rely on numerical data of which there is usually no manipulation
of variables, because its data gathering approach is based on personal thoughts and opinions and covers
a wide range of phenomena. The researchers have direct attachment and contact with its samples or
participants because it employs conversational methods to gather relevant information on the topic.
Because of its traditional methods, researchers’ biases are likely present to its smaller and selected
participants when it comes to qualitative approach. Qualitative methods shall be as follows:

• Focus group discussions (FDG) - involves gathering people from similar backgrounds or
experiences together to discuss a specific topic of interest. It is a form of qualitative
research where questions are asked about their perceptions attitudes, beliefs, opinion or
ideas. In such discussion, the participants are free to talk with other group of participants.
Such form of research encourages discussions with other participants. It involves group
interviewing in which a small group of usually 9 to 14 people, led by an interviewer in
structured discussion of various topics of interest.

• Interviews (one-on-one interviews) - a valuable method of gaining insight into people's

perceptions, understandings and experiences of a given phenomenon and can contribute to
in-depth data collection.

• Participant observation - a qualitative research method in which the researcher not only
observes the research participants, but also actively engages in the activities of the research
participants.

• Documents - This method of data collection is a great source of qualitative data. Documents
such as diary entries, letters and pictures can give deeper details about the thoughts and
experiences of an individual. Such method can be time-consuming, however, if such method
can be done properly, researchers can extract significant amount of data.

• Narrative – a method by collecting narratives from participants which researcher shall

gather from the participants the complete details of the story. It helps researchers gain full
details by probing further information from the participants.
 • Open-Ended Questionnaires - allow the participant to elaborate on their answers.
Participants could explain or clarify their answer to the researcher which can give more
details for the researchers.

REASONS TO USE QUALITATIVE RESEARCH

• To discover and explore a phenomenon that has not been studied before (and that may
be subsequently developed quantitatively)
• To add significant detail and expression or meaning that shows or documents existing
knowledge of a phenomenon, generated quantitatively
• To advance a novel perspective of a phenomenon well studied quantitatively but not
well understood because of the narrow perspectives used before
• To try to “understand” any social phenomenon from the perspective of the actors
involved, rather than explaining it (unsuccessfully) from the outside
• To understand complex phenomena that are difficult or impossible to approach or to
capture quantitatively
• To understand any phenomenon in its complexity, or one that has been dismissed by
mainstream research because of the difficulties to study it, or that has been discarded
as irrelevant, or that has been studied as if only one point of view about it was real
Difference between Quantitative Research and Qualitative Research
Quantitative Research Qualitative Research
• Quantitative = Quantity • Qualitative = Quality

• Quantitative data are measures of values • Qualitative data are measures of types
or counts and are expressed as numbers. and may be represented by a name,
symbol, or a number code.
• Gathering of data about numeric
variables (e.g. how many; how much; or • Qualitative data are data about categorical
how often). variables. (e.g. what type).

• Researcher uses tools, such as • The researchers have direct attachment

questionnaires or equipment to collect and contact with its samples or
numerical data. participants because it employs
conversational methods in to gather
relevant information on the topic, e.g.
• Objective: seeks precise measurement & focus group discussions (FDG), interviews
analysis of target concepts, e.g., uses (one-on-one interviews), and participant
surveys, questionnaires etc. observation.

• Quantitative data is more efficient, able to • Subjective – individuals, interpretation of

test hypotheses, but may miss contextual events is important. (e.g. uses participant
detail. observation, in-depth interviews etc.)

• Researcher tends to remain objectively • Qualitative data is richer, time consuming,

separated from the subject matter. and less able to be generalized.

• Creates reliable population-based and • Researcher tends to become

consistent data (Generalizable findings Subjectively immersed in the subject
that can be applied to other populations.) Matter.
that is suited to establishing the very • Qualitative research, on the other hand, is
purpose of the research that is the cause- subjective in nature, produces detailed,
and-effect relationships which is objective thorough and valid process data that
in nature. contribute to the full understanding of a
context that is less generalizable
• The researchers’ biases are not present to compared to quantitative research.
their larger and randomly selected
participants. • Researchers’ biases are likely present to its
smaller and selected participants when it
comes to qualitative approach.
Quantitative Advantages

Quantitative research’s result is quite easy to be measured and the results can be shown in
precise manner through objective data and makes it easier to make predictions based on quantitative
data because of its numerical basis. Unlike the qualitative research which has a limited participants to
gather data, the quantitative has a structured method of research gathering data from a larger
population or participants, which makes the assumption of data as valid, reliable and generalizable
making it advantageous for studies that involve numbers, such as measuring gaps between different
groups of entity or assessing the effectiveness of related studies. Because of its structured method, the
researchers’ biases are likely not present to their larger and randomly selected participants during the
gathering of data.

Quantitative Disadvantages
Quantitative research data cannot be used to explain social phenomena. Such research ignores
participants’ perspectives, experiences, and personal opinions. Such data can tell you what is happening,
but it cannot give any insight into why. Also, quantitative research cannot account for non-numerical
information, such as human emotions, beliefs or imaginations. When conducting a survey, such survey
instruments are vulnerable to errors such as mistakes in measurement and flawed sampling techniques.

Qualitative Advantage

First, the big advantage of qualitative research is the ability to deeply probe and obtain rich
descriptive data about social phenomena through structured interviews, cultural immersion, case
studies and observation which can produce a great number of details, that is not easy to collect with
quantitative studies, such as participants’ emotions, opinions, experiences, and perspectives, through
the interpretation of actions and meanings. Also, this method is the best for comparing different views
on similar phenomenon. Such research produces detailed description of participants’ feelings, opinions,
and experiences; and interprets the meanings of their actions (Denzin, 1989). It provides the
relationship of information processing with performance in a specific and deep manner.

Second, qualitative research encompasses a wider range of epistemological viewpoints, research

methods, and interpretive techniques of understanding human experiences. It provides abilities to
understand different people’s voices, meanings and events. Specific structured methods provide
researchers in-depth interaction with the participants directly such as it happens while data collection
through interviews.

Maxwell states that such research has a flexible structure as the design can be constructed and
reconstructed to the greater extent (Maxwell, 2012). Thus, the thorough and appropriate analyses of an
issue can be produced by utilizing qualitative research methods, and therefore the participants have
sufficient freedom to determine what is consistent for them (Flick, 2011).
Qualitative Disadvantages

First, qualitative research approaches sometimes ignore contextual sensitivities and focus more
on meanings and experiences. Cumming (2001) states that such research focused on the participants’
experience rather than any other imperative issues in the context. With purely qualitative research, such
method may neglect the social and cultural constructions of the variables studied (Richards & Richards,
1994). Also, in terms of research method, smaller participants size raises the issue of research findings
and conclusion to the whole population of the research (Harry & Lipsky, 2014; Thompson, 2011), as
such, the assumptions cannot be made from a study conducted beyond the small group of participants.

Second, qualitative research often takes more time to finish because of the nature of gathering
and analyzing field notes, transcribing interviews, identifying themes and studying photographs.

Third, qualitative research has less structured methods which creates bias to the study that
influence the researcher’s conclusions and findings because of the attachment of researcher’s
interviews to the participants in collecting data.
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