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Qualitative Research
Similarities and Differences of Qualitative and
Quantitative
Qualitative Research
It is primarily exploratory research.
It is used to gain an understanding of underlying reasons, opinions,
and motivations.
It provides insights into the problem or helps to develop ideas or
hypotheses for potential quantitative research.
Similarities and Differences of Qualitative and
Quantitative
Qualitative Research
It is also used to uncover trends in thought and opinions, and dive
deeper into the problem.
Data collection methods vary using unstructured or semi-structured
techniques. Some common methods include focus groups (group
discussions), individual interviews, and participation/observations.
The sample size is typically small, and respondents are selected to
fulfill a given quota.
Similarities and Differences of Qualitative and
Quantitative
Quantitative Research
It is used to quantify the problem by way of generating numerical
data or data that can be transformed into useable statistics.
It is used to quantify attitudes, opinions, behaviors, and other
defined variables – and generalize results from a larger sample
population.
It uses measurable data to formulate facts and uncover patterns in
research.
Similarities and Differences of Qualitative and
Quantitative
Quantitative Research
Quantitative data collection methods are much more structured than
Qualitative data collection methods.
Quantitative data collection methods include various forms of
surveys – online surveys, paper surveys, mobile and kiosk surveys,
face-to-face interviews, telephone interviews, longitudinal studies,
website interceptors, online polls, and systematic observations.
Similarities and Differences of Qualitative and
Quantitative
Standards
Mental survey of reality
Qualitative Research
Results from social interactions
Quantitative Research
Exists in the physical world
Similarities and Differences of Qualitative and
Quantitative
Standards
Cause-effect relationships
Qualitative Research
Explained by people’s objective desires
Quantitative Research
Revealed by automatic descriptions of circumstances or conditions
Similarities and Differences of Qualitative and
Quantitative
Standards
Researcher’s involvement with the object/subject of the study
Qualitative Research
Subjective; sometimes personally engaged
Quantitative Research
Objective; least involvement by the researcher
Similarities and Differences of Qualitative and
Quantitative
Standards
Expression of data, data analysis and findings
Qualitative Research
Verbal language (words, visuals, objects)
Quantitative Research
Numerals, statistics
Similarities and Differences of Qualitative and
Quantitative
Standards
Research plan
Qualitative Research
Takes place as the research proceeds gradually
Quantitative Research
Plans all research aspects before collecting data
Similarities and Differences of Qualitative and
Quantitative
Standards
Behavior toward research aspects/conditions
Qualitative Research
Desires to preserve the natural setting of research features
Quantitative Research
Control or manipulation of research conditions by the researcher
Similarities and Differences of Qualitative and
Quantitative
Standards
Obtaining knowledge
Qualitative Research
Multiple methods
Quantitative Research
Scientific method
Similarities and Differences of Qualitative and
Quantitative
Standards
Purpose
Qualitative Research
Makes social intentions understandable
Quantitative Research
Evaluates objectives and examines cause-effect relationships
Similarities and Differences of Qualitative and
Quantitative
Standards
Data-analysis technique
Qualitative Research
Thematic codal ways, competence-based
Quantitative Research
Mathematically based methods
Similarities and Differences of Qualitative and
Quantitative
Standards
Style of expression
Qualitative Research
Personal, lacks formality
Quantitative Research
Impersonal, scientific or systematic
Similarities and Differences of Qualitative and
Quantitative
Standards
Sampling technique
Qualitative Research
More inclined to purposive sampling or use of chosen samples based
on some criteria
Quantitative Research
Random sampling as the most preferred