TOPIC 2.

MAIN DIFFERENCES BETWEEN QUANTITATIVE AND QUALITATIVE

RESEARCH

In the world of research, there are two general approaches to gathering and reporting information:
qualitative and quantitative approaches. The qualitative approach to research is focused on
understanding a phenomenon from a closer perspective. The quantitative approach tends to
approximate phenomena from a larger number of individuals using survey methods. In this research
corner, I describe methods that are generally used in each strand of research. Each approach has its
benefits and detriments, and is more suitable to answering certain kinds of questions.

The main differences between quantitative and qualitative research consist in respect to data sample,
data collection, data analysis, and last but not least in regard to outcomes.

Quantitative Research is considered to have as its main purpose the quantification of data. This allows
generalizations of results from a sample to an entire population of interest and the measurement of the
incidence of various views and opinions in a given sample. Yet, quantitative research is not infrequently
followed by qualitative research which then aims to explore select findings further.

Qualitative research is considered to be particularly suitable for gaining an in-depth understanding of

underlying reasons and motivations. It provides insights into the setting of a problem. At the same time,
it frequently generates ideas and hypotheses for later quantitative research.

Data collection in qualitative research is not seldom based on unstructured or semi-structured, but
methodologically flexible techniques, e.g. individual depth interviews or group discussions, that are
suited to elicit great detail and a comprehensive view. Quantitative research uses highly structured, rigid
techniques such as online questionnaires, on-street or telephone interviews. Unlike qualitative research,
which allows unlimited expression from respondents, quantitative research relies responses to pre-
formulated questions.

Qualitative research typically is exploratory and/or investigative in nature. Its findings are often not
conclusive and cannot automatically be used to make generalizations. However, it is indispensable in
developing a deep understanding of a given thematic complex and sound rationale for further decision
making. Quantitative research is essential for providing a broad base of insight on which typically a final
course of action is recommended.

Sample selection in qualitative research is usually based on a smaller number of not-necessarily

representative cases. Respondents are frequently selected with the expectation that they fulfill certain
criteria. In quantitative research, sample selection seeks out a large number of cases that are expected
to best represent the population of interest. Individual respondents are selected at random.

Qualitative data analysis is non-statistical, its methodological approach is primarily guided by the
concrete material at hand. In quantitative research, the sole approach to data is statistical and takes
places in the form of tabulations. Findings are usually descriptive in nature although conclusive only
within the numerical framework.
It is a frequently held prejudice that quantitative research is “objective” vs. qualitative is “subjective.”
This is, of course, a gross oversimplification. Rather, one could compare the two approaches as follows:
Quantitative research seeks out explanatory laws whereas qualitative research aims more at in-depth
description. Qualitative research measures, in hopes of developing universal laws where qualitative
research can be described as an exploration of what is assumed to be a dynamic reality. Qualitative
research does not claim that what is discovered in the process is universal, and thus, replicable.

In general, qualitative research generates rich, detailed and valid process data that contribute to the in-
depth understanding of a context. Quantitative research, on the other hand, generates reliable
population-based and generalizable data that is suited to establishing cause-and-effect relationships.
The decision of whether to choose a quantitative or a qualitative design is ultimately a philosophical
question. Which methods to choose will depend on the nature of the project, the type of information
needed the context of the study and the availability of resources (time, money, and human).

Qualitative analysis involves a continual interplay between theory and analysis. In analyzing qualitative
data, we seek to discover patterns such as changes over time or possible causal links between variables.
Combining of qualitative and quantitative research is becoming more and more common. It is important
to keep in mind that these are two different philosophies, not necessarily polar opposites. In fact,
elements of both designs can be used together in mixed-methods studies.

QUALITATIVE STUDY/RESEARCH

Qualitative Research is primarily exploratory research. It is used to gain an understanding of

underlying reasons, opinions, and motivations. It provides insights into the problem or helps to
develop ideas or hypotheses for potential quantitative research. Qualitative Research is also used
to uncover trends in thought and opinions, and dive deeper into the problem. Qualitative data
collection methods vary using unstructured or semi-structured techniques. Some common
methods include focus groups (group discussions), individual interviews, and
participation/observations. The sample size is typically small, and respondents are selected to
fulfill a given quota.

A qualitative study seeks to learn why or how, so the writer’s research must be directed at
determining the what, why and how of the research topic. Therefore, when crafting a research
question for a qualitative study, the writer will need to ask a why or how question about the
topic. For example: How did the company successfully market its new product? The sources
needed for qualitative research typically include print and internet texts (written words), audio
and visual media.

Creswell's (2009) example of a script for a qualitative research central question: (How or what)
is the (“story for” for narrative research; “meaning of” the phenomenon for phenomenology;
“theory that explains the process of” for grounded theory; “culture-sharing pattern” for
ethnography; “issue” in the “case” for case study)
Benefits of the qualitative approach:

Using open-ended questions and interviews allows researchers and practitioners to understand how
individuals are doing, what their experiences are, and recognize important antecedents and outcomes of
interest that might not surface when surveyed with pre-determined questions. Although qualitative
research can be thought of as anecdotal, when pooled across a number of participants it provides a
conceptual understanding and evidence that certain phenomena are occurring with particular groups or
individuals.

(i)Allows identification of new and untouched phenomena

(ii)Can provide a deeper understanding of mechanisms

(iii)Gives a one-on-one and anecdotal information

(iv) Provides verbal information that may sometimes be converted to numerical form

(v)May reveal information that would not be identified through pre-determined survey questions

Limitations:

(i)Cannot generalize to the general population

(ii)Challenges in applying statistical methods

(iii)Difficulty in assessing relations between characteristics

QUANTITATIVE STUDY/RESEARCH

Quantitative Research is used to quantify the problem by way of generating numerical data or data that
can be transformed into useable statistics. It is used to quantify attitudes, opinions, behaviors, and other
defined variables – and generalize results from a larger sample population. Quantitative Research uses
measurable data to formulate facts and uncover patterns in research. Quantitative data collection
methods are much more structured than Qualitative data collection methods. Quantitative data
collection methods include various forms of surveys – online surveys, paper surveys, mobile surveys and
kiosk surveys, face-to-face interviews, telephone interviews, longitudinal studies, website interceptors,
online polls, and systematic observations.

A quantitative study seeks to learn where, or when, so the writer’s research must be directed at
determining the where, or when of the research topic. Therefore, when crafting a research
question for a quantitative study, the writer will need to ask a where, or when question about the
topic. For example: Where should the company market its new product? Unlike a qualitative
study, a quantitative study is mathematical analysis of the research topic, so the writer’s research
will consist of numbers and statistics.
The quantitative approach to gathering information focuses on describing a phenomenon across a larger
number of participants thereby providing the possibility of summarizing characteristics across groups or
relationships. This approach surveys a large number of individuals and applies statistical techniques to
recognize overall patterns in the relations of processes. Importantly, the use of surveys can be done
across groups. For example, the same survey can be used with a group of mentors that is receiving
training (often called the intervention or experimental groups) and a group of mentors who does not
receive such a training (a control group). It is then possible to compare these two groups on outcomes of
interest, and determine what influence the training had. It is also relatively easy to survey people a
number of times, thereby allowing the conclusion that a certain features (like matching) influence
BENEFITS OF THE QUANTITATIVE APPROACH:

Using survey methods across a large group of individuals enables generalization. For example, if policy
makers wanted to instantiate a policy about mentor training, they would likely require some evidence
that this training actually works. Interviewing a few individuals, or conducting a focus group with forty
matches, might be reflective of specific cases in which the mentoring training worked, however, it would
not provide strong evidence that such training is beneficial overall. Stronger support for successful
training would be evident if using quantitative methods.

(i)Enables gathering information from a relatively large number of participant

(ii)Can conduct in a number of groups, allowing for comparison

(iii)Allows generalizing to broader population

(iv)Provides numerical or rating information

(v) Informative for instantiating policy or guidelines

(vi)Lends to statistical techniques that allow determining relations between variables (think of better
word)

Limitations:

(i)Difficulty in recognizing new and untouched phenomena

(ii)Caution in interpretation without a control group

DIFFERENCES BETWEEN QUALITATIVE AND QUANTITATIVE

RESEARCHES/METHODS

Qualitative Quantitative

More in-depth information on a few cases Less in-depth but more breadth of information
across a large number of cases

Can be valid and reliable: largely depends on Can be valid and reliable: largely depends on
skill and rigor of the researcher the measurement device or instrument used

Methods include focus groups, in-depth The method includes Surveys, structured
interviews, and reviews of documents for types interviews & observations, and reviews of
of themes records or documents for numeric information

More subjective: describes a problem or More objective: provides observed effects

condition from the point of view of those (interpreted by researchers) of a program on a
experiencing it problem or condition

No statistical tests used, based on content, text Statistical tests are used for analysis
or thematic for analyis

Sample selection based on few or small Sample size selection seeks to use large
number of not necessary representative number of cases that are expected to represent
the entire population

Less generalizable More generalizable

It measures in hopes of developing universal It does not claim that what is discovered I
laws process is universal and thus replicable.

In general, it generates rich, detailed and valid In general, it generates reliable population
process data that contribute to in-depth based and generalizable data that is suited to
understanding of a context establishing cause and effect relationships

Unstructured or semi-structured response Fixed response options

options

Time expenditure lighter on the planning end Time expenditure heavier on the planning
and heavier during the analysis phase phase and lighter on the analysis phase

Primarily inductive process used to formulate Primarily deductive process used to test pre-
theory or hypotheses specified concepts, constructs, and hypotheses
that make up a theory

In summary, the qualitative and quantitative approaches to research allow a different perspective of
situations or phenomena. These two main approaches to research are highly informative, especially if
used in combination. Each approach has its benefits and detriments, and being aware of the methods
used to gather information can help practitioners and policy-makers understand the extent to which
research findings can be applied.

Quantitative research is concerned with measurement of a market, including the calculation of market
size, the size of market segments, brand shares, purchase frequencies, awareness of brands, distribution
levels, and so on. This quantitative data is required at varying levels of accuracy and the methods used
must be capable of achieving this.

Qualitative research main emphasis is on understanding; Qualitative information is harder to define but
the emphasis is on 'understanding' rather than simple measurement. For example, quantitative research
may tell you that Advert A is recalled more often than Advert B, but how does A work as an advert and
why is it more effective than B? This is when qualitative research is needed. Much qualitative research is
concerned with empathizing with the customer and establishing the meanings he or she attaches to
products, brands and other marketing objects. Another focus is motivation. For example, why does one
product meet customer needs over another - and what are these needs that are being met?

Qualitative research is conducted amongst a smaller sample compared to quantitative research. In the
case of attitudes to brands, for example, qualitative research may determine a specific view held about
the brand, whereas quantitative research would tell us what proportion holds that view