QUALITATIVE

VS
QUANTITATIVE
RESEARCH
Lesson 3
QUALITATIVE RESEARCH is…
1. Used to give understanding of underlying reasons, opinions
and motivations

2. Used to uncover trends in thought and opinions and dig deeper

into the problem

3. Examines the why, where, when or who of a study

4. Deals with designs, techniques and measures that do not

produce discrete numerical data
 FIVE FEATURES OF QUALITATIVE
RESEARCH
1. studying the meaning of people’s lives, under real-world
conditions

2. representing the views and perspectives of people or participants

of the study in the results mirror the values and meanings of the
people who live them
FIVE FEATURES OF QUALITATIVE
RESEARCH
3. covering the contextual condition within which people live

4. contributing insights into existing concepts may help or

explain human social behavior

5. striving to use multiple sources of evidences is better than

relying on a single source alone
QUANTITATIVE RESEARCH
• Often associated with hard data
• Used to quantify-that is to put numerical equivalents to findings
• Not limited to mathematics
• Although math and statistics are just the means used, attitudes,
opinions and behaviors, even when they are subjective in nature can
be compared quantitatively in order to produce results
• Used to quantify the problem by generating mathematical data or
data that can be transformed into usable statistics
• Quantifies altitudes, opinions, behaviors and other defined variables
and generalize result from a large sample of populations
QUALITATIVE VS. QUANTITATIVE
RESEARCH
CRITERIA QUALITATIVE QUANTITATIVE
RESEARCH RESEARCH
Purpose To understand and interpret To test hypotheses, look at
social interactions cause and effect and make
predictions
Group studied Smaller and not randomly Larger and randomly selected
selected
QUALITATIVE VS. QUANTITATIVE
RESEARCH
Variables Study of the whole, not Specific variables studied
variables
Type of data collected Words, images, or objects Numbers and statistics
QUALITATIVE VS. QUANTITATIVE
RESEARCH
Form of data collected Qualitative data such as open- Quantitative data based on
ended responses, interviews, precise measurements using
participant observations, field structured and validated data-
notes, and reflections collection instruments
Type of data analysis Identify patterns, features, Identify statistical
themes relationships
Objectivity and subjectivity Subjectivity is expected Objectivity is critical
QUALITATIVE VS. QUANTITATIVE
RESEARCH Qualitative research
Criteria Quantitative research
Role of researcher Researcher and their biases
may be known to participants
in the study, and participant
characteristics may be known
to the researcher
Results Particular or specialized
findings that is less
generalizable
Researcher and their biases
are not known to participants
in the study and participant
characteristics are
deliberately hidden from the
researcher
Generalizable findings that
can be applied to other
populations
QUALITATIVE VS. QUANTITATIVE
RESEARCH
Scientific method Exploratory or bottom-up:
the researcher generates a
new hypothesis and theory
from the data collected
View of Human Behavior Dynamic, situational, social
and personal
Most common research Explore, discover and
objectives construct
Confirmatory or top-down:
the researcher’s test the
theory and hypothesis with
the data
Regular and predictable
Describe, explain and predict
QUALITATIVE VS. QUANTITATIVE
RESEARCH Wide-
Focus angle lens; examines
the breadth depth of
Narrow-angle lens; tests
specific hypothesis
phenomena
Nature of observation Study behavior in natural Study behavior under
environment controlled conditions; isolate
causal effect

Nature of reality Multiple realities; subjective Single reality, objective

Final report Narrative report with Statistical report with
contextual description and correlations, comparisons of
direct quotations from means, and statistical
research participants significance of findings
TEST 4. 1
Instructions: Tell whether the given
statement is Quantitative Methodology
or Qualitative Methodology.
1. The Purpose is to understand and
interpret social interactions
2. Most common research objectives
are to explore, discover and
construct
3. Preference for statistical
summary of results
4. Preference for narrative
summary of results
5. Group studied is larger and
randomly selected
6. Types of data collected are in the
forms of words, images, or objects
7. the scientific method is
exploratory or bottom-up
8. Type of data analysis is through
Identifying patterns, features, and
themes
9. In this research, objectivity is critical.

10. tests specific hypothesis

KEY

1.Qualitative 6. Qualitative
2.Qualitative
7. Qualitative
3.Quantitative
8. Qualitative
4.Qualitative
9. Quantitative
5.Quantitative
10. Quantitative
KINDS OF QUALITATIVE
RESEARCH
Lesson 4
KEY
 PHENOMENOLOGY
•It is the study of how people give
meaning to their experiences, like
the death of loved ones, care for
the people, and friendliness of the
people.
 ETHNOGRAPHY
•It is understanding of how a particular
cultural group goes about their daily
lives which includes their
organizational set-up, internal
operations, and lifestyle.
 GROUNDED THEORY
•This occurs when a researcher
discovers a new theory based on
the data collected. It is a research
methodology for discovering
theory in a substantive area.
 CASE STUDY
•This study involves an investigation of a
person, group, organization, or situation
for a long period of time to explain why
such things occur to the subject under
study. Some examples of this type of
study are the fields of social care,
nursing, psychology, rehabilitation
centers, education, etc.
CONTENT AND DISCOURSE ANALYSIS

•This method requires the examination or

analysis of the substance or content of the
communication that takes place through letters,
books, journals, photos, video recordings, short
message services, online messages, emails,
audio-visual materials, etc.
 HISTORICAL ANALYSIS

•This is the study of primary

documents to explain the connection
of past events to the present time. An
example of this is explaining the
happenings during the Marcos
regime.
Characteristics and Uses of
Qualitative Research
 CHARACTERISTICS AND USES OF
QUALITATIVE RESEARCH

• Qualitative research takes place in a natural setting

like home, school, institution, or community.
Researchers gain actual experiences of the
research participants.
 CHARACTERISTICS AND USES OF
QUALITATIVE RESEARCH

• It focuses on participants’ perceptions and

experiences (Franenkel and Wallen, 1988 in
Creswell, 2013)
 CHARACTERISTICS AND USES
OF QUALITATIVE RESEARCH

• Researchers are sensitive to participants’ needs

and participants are actively engaged in the
process.
 CHARACTERISTICS AND USES
OF QUALITATIVE RESEARCH

• Data are collected through observation, interviews,

documents, e-mails, blogs, videos, etc.
 CHARACTERISTICS AND USES
OF QUALITATIVE RESEARCH
• It may result in changes in research questions after
new discoveries occur. ∙ It develops from a
specific to a general understanding of concepts.
 CHARACTERISTICS AND USES
OF QUALITATIVE RESEARCH

• It is a process of describing a situation, analyzing

data for themes or categories, and making
interpretations or drawing conclusions
 CHARACTERISTICS AND USES
OF QUALITATIVE RESEARCH

• It may be subjected to the researcher’s personal

interpretation.
• ∙ The researchers, as a primary instrument in data
collection, view social phenomena and situations
holistically.
STRENGTHS OF
QUALITATIVE
RESEARCH
1. Issues can be analyzed through detailed
and deep examination.
2. Interviews are not being delimited to
specific questions and can be
guided/redirected by the researcher along
the process.
3. The research framework and direction
can be easily revised as new information
emerges.
4. The obtained data from human
experience is powerful and sometimes
more interesting than quantitative data.
5. Data usually are collected from a few
cases or individuals so findings cannot be
generalized to a larger population. Findings
can however be transferable to another
setting.
WEAKNESSES OF
QUALITATIVE
RESEARCH
1. Research quality is heavily dependent on the
researcher’s skills and may be influenced by
the researcher's outlooks.
2. The volume of data makes analysis and
interpretation time-consuming.
3. It is sometimes hard to prove.
4. The researcher's presence during data
gathering, which is often unavoidable in
qualitative research, can affect the subjects'
attitudes towards the process.
5. Issues of anonymity and confidentiality can
bring/result in problems when presenting
findings.

6. Findings can be more difficult and take time

to visualize.
STRENGTH & WEAKNESS
CHALLENGE
 MATCHMAKER KEY

1. C
2. A
3. B
4. D
5. F
6. E
WHAT CAN I DO KEY