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QUANTITATIVE VERSUS QUALITATIVE RESEARCH

Quantitative Research describes. It is used to test

specific hypotheses, look at cause and effect, and to make
predictions. It is result oriented. The samples are larger and
randomly selected, the data collected are solid numbers
and statistics, and specific variables are studied.
Objectivity is critical in quantitative research. The outcome
are generalizable findings that can be applied to other
populations. The most common research objectives are to
describe, explain and predict.

QUANTITATIVE RESEARCH

 How many apples?

 How many daily packages?
 How many people?
think of “NUMBERS”

Qualitative Research interprets. It is used to

understand and infer social interactions, and examines the
breadth and depth of phenomena. It is process oriented.
The samples are smaller and not randomly selected, the
data collected are rich and deep, and it is the study of the
whole. Subjectivity is expected in qualitative research. The
results are particular or specialized findings that is less
generalizable. The most common research objective is to
explore, discover and construct.

QUALITITATIVE RESEARCH

 Why and how?

 What type?
 What color?
think of “DETAILS”

MBA 101 – METHODS OF RESEARCH WITH BUSINESS APPLICATION KRISSHIA MANUEL