JIMMA UNIVERSITY

JIMMA INSTITUTE OF TECHNOLOGY

FACULTY OF ELECTRICAL AND COMPUTER
ENGINEERING
4th YEAR COMMUNICATION STREAM
SEMINAR PRESENTATION ON:
QUALITATIVE AND QUANTITATIVE RESEARCH
Stream of communication focus area
GROUP MEMBERS
No. Id. No

1.Warkena Abay Ru 2347/10

2. Mahammed Shamil Ru 1837/10
3. Ephrem Ashagre Ru 1418/10
4. Bontu Amenu Ru 1256/10
QUALITATIVE AND QUANTITATIVE RESEARCH
Outline Of The Qualitative And Quantitative Research
Introduction
Why the need of qualitative and quantitative research?
Definition Of The Qualitative And Quantitative Research
How does qualitative and quantitative research are different?
Objectives
Characteristics of qualitative and quantitative research
Types
Advantages
Disadvantages
 Introduction
What is Research ?
Systematic collection
Analysis
Interpretation of data
To answer for a certain question or solve a problem.
Requires plan
 It is a structured approach to gathering and interpreting information
that allows us to understand, theorize about or explain the experience.
Definition Of Qualitative And Quantitative
Research
What is Qualitative research ?:
Qualitative research focuses on generating meaning and
understanding through rich description.
Focuses on the quality of experience trying to describe or understand
the essence or nature of human experience.
The goals of qualitative research are to understand, describe, discover
meaning or generate hypotheses or theory.
Its design is more flexible, evolving, and emergent
Enhance the data interpretation
 Cont…
What is Quantitative research ?
 Quantitative research is focuses on more measurable factors, asking
questions such as how much, how many, or how frequently.
Is based on positivism that holds the physical and social phenomena
are independent of the observer; are fairly stable over time and place,
and can be objectively observed and quantified.
Its aim is to predict, control, confirm, and test hypotheses.
Depends upon external instruments such as tests, surveys, or other
tools used to measure and quantify a particular phenomenon.
How does qualitative and quantitative
research are differ?
Qualitative research Quantitative research
Focus Quality or meaning Quantity,
frequency ,magnitude
Philosophical Constructivism, Positivism
roots interpretivism
Goals of Understand, describe, Predict, control, confirm,
investigation discover test
Design Flexible, envolving Structured, predetermined
characteristics
Data Researcher as instrument External instrument ,test,
collection surveys
 Objectives
The main objective of qualitative research is:
For deep understanding of a specific organization of a large sample of
population.
To understand how the participants derive meaning from their
surroundings and how their meaning influences their behavior.
The objective of quantitative research is:
To develop and employ mathematical models, theories, and
hypotheses pertaining to phenomena.
 Focuses more in counting and classifying features and
constructing statical models and figures to explain what is observed.
 Characteristics/Features Of Quantitative Research
• The data is usually gathered using more research instruments.
• All aspects of the study are carefully designed before data is collected.
Researcher uses tools, such as questionnaires or equipment to collect numerical
data.
• Large Sample Size.
• Structured Research Methods.
• Highly Reliable Outcome.
• Reusable Outcome.
• Close-ended questions.
• Numerical Outcome.
• Generalization of Outcome.
• Prior study.
Characteristics Of Qualitative Research
Natural setting. Qualitative researchers often collect data in the field at
the site where participants experience the issues or problem under study.
Researcher as key instrument
Multiple methods
Complex reasoning
Participants meanings
Emergent design
Reflexivity
Holistic account
 Types Of Qualitative And Quantitative
Research
Types of qualitative research:
One -on-one Case study
interview research

Focus Qualitative Record

groups research keeping

Process of
Ethnographi
observatio
c
n
Types Of Quantitative Research
What are the types of quantitative research?
Survey Research
Descriptive Research
Experimental Research
Correlational Research
 Cont…
Survey Research is :The most elementary tool for all sorts of
quantitative research techniques. The very most important purpose of
the research is to widely explain the characteristics of a particular group
or a bunch of population. 
Descriptive research is : seeks to explain the current status of an
identified variable. The aim of descriptive research is to explain and
interpret, the current status of people, settings, conditions, or events.
Experimental Research is : It is based on one or more than one theory. It
is called true experimentation, uses the scientific method to establish the
cause-effect relationship among a group of variables that make up a
study. Multiple theories can be used to conduct this research.
 One-on-one Research
What is one-on-one research?
 It is a personal interview that is carried out with one respondent at a
time. This is purely a conversational method and invites opportunities to
get details in depth from the respondent.
What is focus groups?
Usually includes a limited number of respondents (6-10).
The main aim of the focus group is to find answers to the “why”
“what” and “how” questions.
What is ethnographic research?
Ethnographic research is the most in-depth observational method that
studies people in their naturally occurring environment.
 Cont..
• What is case study research?
It is used for explaining an organization or an entity like education, social
sciences and similar.
What is record keeping research?
This method makes use of the already existing reliable documents and
similar sources of information as the data source.
What is process of observation research?
Qualitative observation deals with the 5 major sensory organs and their
functioning – sight, smell, touch, taste, and hearing. This doesn’t involve
measurements or numbers but instead characteristics.
Advantages And Disadvantages Of
Qualitative Research
Advantages :
It becomes possible to understand attitudes
It is a content generator
It saves money
It can provide insights that are specific to an industry
It allows creativity to be a driving force
It is a process that is always open-ended
It incorporates the human experience
 Cont…
Disadvantages:
It is not a statistically representative form of data collection
It relies upon the experience of the researcher
It can lose data
It may require multiple sessions
It can be difficult to replicate results
It can create misleading conclusions
Advantages and disadvantages of quantitative
research
Advantages:
The quantitative approach allows you to reach a higher sample size
You can collect information quickly when using quantitative research.
Quantitative research uses randomized samples
Results duplication is possible when using quantitative research
Quantitative research can focus on facts or a series of information
Quantitative research doesn’t require direct observation to be useful
The research performed with the quantitative approach is anonymous
 Cont…
Disadvantages :
This method doesn’t consider the meaning behind social phenomena
Quantitative research sometimes creates unnatural environments
There is no access to specific feedback
Quantitative research studies can be very expensive
Individual characteristics don’t always apply to the general population
Every answer provided in this research method must stand on its own
Some efforts at randomization will not create usable information
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