Differences

Between
z
Quantitative and
Qualitative
Research
z

 Research can be divided into broad

categories of qualitative and quantitative
research and a number of approaches can be
identified, some of which are action research,
ethnographic study, case study, experimental
research and participatory research.
z Qualitative Research

 Qualitative research is based on an approach

which sees the individual and the world around
him/her as interconnected. It sees social reality
as unique and therefore, human behavior can
only be understood by focusing on the events
based on their meanings for the people involved.
It is what people experience-how they do and
perform as well as think and feel.
 z
Qualitative Research
 Qualitative research is primarily an exploratory research.

 It is used to give an understanding of underlying reasons

and opinions and motivations.
 It is also used to uncover trends in thought and opinions and
dig deeper into the problem.
 The sample size is typically small.

 Qualitative research deals with designs, techniques and

measures that do not produce discrete numerical data. It
involves extensive narrative data in order to gain insights
into phenomena.
z
Quantitative Research

 Quantitative research is more often associated with

hard data.
 This research is used to quantify-that is to put
numerical equivalents to findings.
 Quantitative research is used to quantify the problem
by way of generating mathematical data or data that
can be transformed into usable statistics.
 It quantifies altitudes, opinions, behaviors and other
defined variables and generalize results from a large
sample of populations.
Criteria Qualitative Research Quantitative Research

Purpose To understand & interpret social interactions To test hypotheses, look at cause &
z
effect, & make predictions

Group Studied Smaller & not randomly selected Larger & randomly selected

Variables Study of the whole, not variables Specific variables studied

Type of Data Words, images, or objects Numbers and statistics
Collected
Form of data collected Qualitative data such as open-ended responses, Quantitative data based on precise
interviews, participant observations, field notes, & measurements using structured &
reflections validated data-collection instruments
Type of Data Analysis Identify patterns, features, themes Identify statistical relationships
Objectivity and Subjectivity is expected Objectivity is critical
Subjectivity
Role of researcher Researcher & their biases may be known to Researcher & their biases are not
participants in the study, & participant characteristics known to participants in the study, &
may be known to the researcher participant characteristics are
deliberately hidden from the
researcher
Results Particular or specialized findings that is less Generalizable findings that can be
generalize applied to other populations
 Criteria Qualitative Research Quantitative Research
z

Scientific Method Exploratory or bottom-up; the researcher Confirmatory or top-down: the researcher test
generates a new hypothesis and theory from hypothesis and theory with the data
the data collected
View of human Dynamic; situational, social, & personal Regular & predictable
behavior
Most common Explore, discover, & construct Describe, explain , & predict
research objectives
Focus Wide-angle lens; examines the breadth & Narrow-angle lens; tests specific hypotheses
depth of phenomena
Nature of Study behavior in a natural environment Study behavior under controlled conditions;
Observation isolate causal effects
Nature of reality Multiple realities; subjective Single reality; objective

Final report Narrative report with contextual description Statistical report with correlations,
and direct quotations from research comparisons of means, & statistical
participants significance of findings