WHAT IS THE DIFFERENCE BETWEEN QUALITATIVE AND QUATITATIVE RESEARCH?

The primary aim of research is to gain new knowledge and solve problems and to achieve this in your research paper you need to know the kind of research methodology to use so that you will be able to conduct an informed critique and analysis of any articles that you read, because you will understand the different advantages, disadvantages, and influencing factors for each.

We have several types of research methodology but in this blog post, we will be focusing on qualitative and quantitative research. Here are the different themes that differentiate qualitative and quantitative research.

◾Objective.

◾Type of Data

◾Research Design/ Method of Data Collection

◾ Ethical Considerations

◾Data Analysis

◾Results

◾Example

Objective

The objective of qualitative research is to deeply understand the “how” and “why” of human and societal behaviour and to give insights into key informant experiences and opinions while quantitative research focuses on quantifying variables and testing hypotheses. It identifies patterns and statistical relationships.

Type of Data

In qualitative research, the type of data is descriptive and narrative. For example, interview transcripts, Video recordings, photographs and field notes while in quantitative research the data is numerical and can be measured and analyzed statistically. Example Test scores, results from experiments and results from surveys.

Research Design/ Method of Data Collection

Qualitative research employs techniques which are flexible and unstructured. For example, open-ended questions during interviews while quantitative research employs techniques that are structured and maintain consistency. Example surveys with closed-ended questionnaires and experiments.

In qualitative studies, data is usually gathered in the field from smaller sample sizes, which means researchers might personally visit participants in their own homes or other environments. Once the research is completed, the researcher must evaluate and make sense of the data in its context, looking for trends or patterns from which new theories, concepts, narratives, or hypotheses can be generated.

Quantitative research is typically carried out via tools (such as questionnaires) instead of by people (such as a researcher asking interview questions). Another significant difference is that, in qualitative studies, researchers must interpret the data to build hypotheses. In a quantitative analysis, the researcher sets out to test a hypothesis.

Ethical Considerations

In the realm of qualitative research, ethical considerations are paramount due to the potential for revealing personal, sensitive experiences.

Researchers must navigate the delicate balance between seeking knowledge and ensuring the well-being of participants. Informed consent becomes crucial, as participants need to understand the purpose and potential outcomes of the study before they share their experiences. Confidentiality and anonymity are essential to protect participants’ identities and privacy. Researchers must also be mindful of the potential emotional impact on participants and offer resources for support.

In quantitative research, ethical considerations often revolve around issues of privacy, data protection, and informed consent in the era of big data. With vast amounts of digital information available, researchers must ensure that participants’ data is anonymised and secured to prevent unauthorised access. The challenge lies in balancing the need for data-driven insights with the responsibility of safeguarding individuals’ information. Researchers are called upon to uphold ethical standards while harnessing the power of quantitative methods.

Data Analysis

Qualitative research uses techniques like coding, thematic analysis, content analysis, and identifying themes in textual or visual data collected. This requires the researcher to deeply understand the subject while quantitative research uses techniques like descriptive statistics, focusing on quantifying variables, testing hypotheses and identifying patterns in numerical data.

Results

In qualitative research, the results are descriptive and give insights into understanding specific phenomena while in qualitative research the results generate statistical evidence and recommend a final course of action.

Example

Qualitative Research: You conduct in-depth interviews with 15 students and ask them open-ended questions such as: “How satisfied are you with your studies?”, “What is the most positive aspect of your study program?” and “What can be done to improve the study program?”

Based on the answers you get you can ask follow-up questions to clarify things. You transcribe all interviews using transcription software and try to find commonalities and patterns.

Quantitative Research: You survey 300 students at your university and ask them questions such as: “on a scale from 1-5, how satisfied are you with your professors?”

You can perform statistical analysis on the data and conclude such as: “on average students rated their professors 4.4.

When to use qualitative or quantitative research depends on factors like the research question and objective and the nature of the phenomenon under investigation. The qualitative research method should be used if the research question is descriptive and requires an explanation of human behaviour and perspective while quantitative research can be used if the aim of the research is to prove or test a hypothesis.

The difference between qualitative and quantitative research is not about one being better than another but understanding their different objectives so you can apply them in your research.

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June 12, 2024