Hemchand Yadav vishva vidyalaya,Durg

QUALITATIVE AND QUANTITATIVE

RESEARCH

PH.D.Course Work(2018-19)
Seminar Presentation
(22/11/2018)

KALYAN P.G. COLLEGE BHILAI NAGAR ( C.G.)

Dr.Anita Shrivastava Mrs. Sarika Sharma

(Guide) (Ph.d.Scholar)
Introduction

• Research is the most widely used tool to increase

and brush-up the stock of knowledge about
something and someone. In the field of
marketing, business, sociology, psychology,
science & technology, economics, etc. there are
two standard ways of conducting research, i.e.
qualitative research or quantitative research.
While the qualitative research relies on verbal
narrative like spoken or written data,
the quantitative research uses logical or statistical
observations to draw conclusions.
 DEFINATION

Qualitative research is used to gain an in-depth understanding of human

behaviour, experience, attitudes, intentions, and motivations, on the basis of
observation and interpretation, to find out the way people think and feel. It is a
form of research in which the researcher gives more weight to the views of the
participants. Case study, grounded theory, ethnography, historical and
phenomenology are the types of qualitative research

Quantitative research is a form of research that relies on the methods of

natural sciences, which produces numerical data and hard facts. It aims at
establishing cause and effect relationship between two variables by using
mathematical, computational and statistical methods. The research is also known as
empirical research as it can be accurately and precisely measured.
TYPES OF QUANTITATIVE

1.Experimental Research: This research is guided specifically by a hypothesis. It

uses manipulation of one or more variable to determine effect on dependent variable.
It also uses controlled testing to understand casual process.

2.Survey Research: It is a very commonly used method of collecting information

about a population of interest done mainly through questionnaires or sampling. It
allows researches to judge behaviours and present findings in most accurate way.

3.Correlational Research: It tests the relationship between two variables. here, a

level of manipulation is involved with the specific variables being researched. For
example it establishes effect of A on B and how that effects relationship of A and B.

4.Causal-comparative Research: It examines the relationship between difference

that exists among members of population and possible causes of difference. In short,
it uncovers a cause and effect relationship.
TYPES OF QUALITATIVE
• Field research This technique requires the researchers to literally go to the field (or
the environment the case requires) and to observe the subject in its natural
environment.

• Ethnography This is a little bit different from the field research. While in field
research, the researcher will mix amongst the participants and take notes, while
ethnographer will make observations from the outside.

• Case studies This involves analysis of a specific case. Unlike Field and ethnographic
research, it only focuses on one particular case study, person or activity.

• Grounded theory In this method, the grounded theory researchers try to develop
theories about the phenomena that is the subject of the study, however these theories
must be based on observations.

•Phenomenology This is a philosophical approach, which is undertaken understand

different perspectives and how other’s view may vary from the general perceptions
based on subjective interpretations.
TOOLS

Quantitative Qualitative

•TELEPHONE SURVEY •IN DEPTH INTERVIEW

•ONLINE SURVEY •FOCUS GROUPS
•IN PERSON SURVEY •ASYNCHRONOUS GROUPS
•MOBILE SURVEY •QUALITATIVE TECHNIQUES
•ANALYTICAL TECHNIQUES
 BASIS FOR COMPARISON QUALITATIVE RESEARCH QUANTITATIVE RESEARCH

Meaning Qualitative research is a method of inquiry Quantitative research is a research method

that develops understanding on human and that is used to generate numerical data and
social sciences, to find the way people hard facts, by employing statistical, logical
think and feel. and mathematical technique.

Nature Holistic Particularistic

Approach Subjective Objective

Research type Exploratory Conclusive

Reasoning Inductive Deductive

Sampling Purposive Random

Data Verbal Measurable

Inquiry Process-oriented Result-oriented

Hypothesis Generated Tested

Elements of analysis Words, pictures and objects Numerical data

Objective To explore and discover ideas used in the To examine cause and effect relationship
ongoing processes. between variables.

Methods Non-structured techniques like In-depth Structured techniques such as surveys,

interviews, group discussions etc. questionnaires and observations.

Result Develops initial understanding Recommends final course of action

Quantitative Research Vs Qualitative Research
Comparison