CONGRESSIONAL INTEGRATED HIGH SCHOOL

Senior High School

Poinsettia St. Via Verde Village, San Agustin II, Dasmarinas
City, Cavite

English for Academic and Professional

Purposes

Shalimar Aramil-Flores
EAPP Teacher

Tumbagahan, Megie Boy D.

STEM 12-1

September 27, 2019

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 Qualitative Vs Quantitative

Many times those who undertake a study project often discover that they are not
conscious of the distinctions between qualitative and quantitative research methods.
Many erroneously believe that the two terms can be used interchangeably. In this
reasearch paper we define the distinction between qualitative research and quantitative
research?

According to DeFranzo (2011), qualitative study is mainly exploratory. It is used to

obtain a better knowledge of the underlying factors, views and motivations. It offers insight
into the issue or helps to create thoughts or hypotheses for future quantitative research.
Qualitative research is also used to discover trends in thought and opinion and to dive
deeper into the issue. Qualitative information collection methods differ from non-
structured or semi-structured techniques. Some prevalent techniques include focus
groups (group discussions), individual interviews and participation/observations. The
sample size is typically small, and participants are chosen to meet the quota (DeFranzo,
2011).

He also noted the difference between qualitative and quantitative research.

Quantitatives are described as being used to quantify the problem by generating
numerical data or data that can be transformed into usable statistics. It is used to quantify
attitudes, opinions, behaviors and other defined variables–and to generalize the results
of a larger sample population. Addition to that DeFranzo (2011), he also stated that
quantitative research uses measurable data to formulate facts and uncover patterns in
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 surveys and kiosk surveys, face-to-face
interviews, telephone interviews, longitudinal studies, website interceptors, online polls,
and systematic observations.

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 Survey information is described as the resultant information gathered from a sample of
survey participants. These data are extensive information collected from the target
audience on a specific subject of concern to conduct research on the grounds of the data
collected.

According to Bhat (2019), There are a number of techniques used to collect survey
information for statistical analysis in studies. Various media are used to gather feedback
and views from the required sample of people. While conducting survey research,
scientists prefer to collect information from various sources, such as online surveys,
telephonic surveys, face-to-face surveys, etc. The survey information medium chooses
to achieve the required amount of survey answers by the sample of individuals to be
reached.

Factors in the collection of study data, such as how the interviewer will contact the
respondent (online or offline), how the information is transmitted to the participants, etc.,
determine the efficiency of the data collected.

Survey Data Collection Methods

The techniques used to obtain information from surveys have developed with the shift
in technology. From face-to-face surveys, telephone surveys to online surveys and email
surveys, the world of survey data collection has altered over time. Each survey data
collection technique has its pros and cons, and each investigator has a preference for
collecting precise information from the target sample.

The response rate for each of these information collection techniques will be distinct as
their scope and effect is always distinct. Different methods are chosen on the basis of
specific target population characteristics as well as the intention to examine human nature
in different situations.

Types of Survey Data based on Deployment Methods:

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There are four main survey data collection methods – Telephonic Surveys, Face-to-face
Surveys, and Online Surveys.

Online Surveys

Online surveys are the most cost-effective and can reach the maximum number of people
in comparison to the other mediums. The performance of these surveys is much more
widespread than the other data collection methods. In situations where there is more than
one question to be asked to the target sample, certain researchers prefer conducting
online surveys over the traditional face-to-face or telephone surveys.

Face-to-face Surveys

Gaining information from respondents via face-to-face mediums is much more effective
than the other mediums because respondents usually tend to trust the surveyors and
provide honest and clear feedback about the subject in-hand. Researchers can easily
identify whether their respondents are uncomfortable with the asked questions and can
be extremely productive in case there are sensitive topics involved in the discussion. This
online data collection method demands more cost-investment than in comparison to the
other methods. According to the geographic or psychographic segmentation, researchers
must be trained to gain accurate information.

Telephone Surveys

Telephone surveys require much lesser investment than face-to-face surveys. Depending
on the required reach, telephone surveys cost as much or a little more than online
surveys. Contacting respondents via the telephonic medium requires less effort and
manpower than the face-to-face survey medium.

Interviewers, if located at the same location, can cross-check their questions to ensure
error-free questions are asked to the target audience. The main drawback of conducting
telephone surveys is that establishing a friendly equation with the respondent becomes
challenging due to the bridge of the medium. Respondents are also highly likely to choose
to remain anonymous in their feedback over the phone as the reliability associated with
the researcher can be questioned.

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Paper Surveys

The other commonly used survey method is paper surveys. These surveys can be used
where laptops, computers, and tablets cannot go and hence they use the age-old method
of data collection; pen and paper. This method helps collect survey data in field research
and helps strengthen the number of responses collected and the validity of these
responses.

Sampling Methods

Sampling is defined as the process of selecting certain members or a subset of the

population to make statistical inferences from them and to estimate characteristics of the
whole population. Sampling is widely used by researchers in market research so that they
do not need to research the entire population to collect actionable insights. It is also a
time-convenient and a cost-effective method and hence forms the basis of any research
design.

Types of Sampling: Sampling Methods

Any market research study requires two essential types of sampling. They are:

Probability Sampling: Probability sampling s a sampling method that selects random

members of a population by setting a few selection criteria. These selection parameters
allow every member to have the equal opportunities to be a part of various samples.

Non-probability Sampling: Non probability sampling method is reliant on a researcher’s

ability to select members at random. This sampling method is not a fixed or pre-defined
selection process which makes it difficult for all elements of a population to have equal
opportunities to be included in a sample.

In this blog, we discuss the various probability and non-probability sampling methods that
can be implemented in any market research study.

Types of Sampling: Probability Sampling Methods

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Probability Sampling is a sampling technique in which sample from a larger population
are chosen using a method based on the theory of probability. This sampling method
considers every member of the population and forms samples on the basis of a fixed
process. For example, in a population of 1000 members, each of these members will have
1/1000 chances of being selected to be a part of a sample. It gets rid of bias in the
population and gives a fair chance to all members to be included in the sample.

There are 4 types of probability sampling technique:

Simple Random Sampling: One of the best probability sampling techniques that helps in
saving time and resources, is the Simple Random Sampling method. It is a trustworthy
method of obtaining information where every single member of a population is chosen
randomly, merely by chance and each individual has the exact same probability of being
chosen to be a part of a sample.

Cluster Sampling: Cluster sampling is a method where the researchers divide the entire
population into sections or clusters that represent a population. Clusters are identified
and included in a sample on the basis of defining demographic parameters such as age,
location, sex etc. which makes it extremely easy for a survey creator to derive effective
inference from the feedback.

Systematic Sampling: Using systematic sampling method, members of a sample are

chosen at regular intervals of a population. It requires selection of a starting point for the
sample and sample size that can be repeated at regular intervals. This type of sampling
method has a predefined interval and hence this sampling technique is the least time-
consuming.

Stratified Random Sampling: Stratified Random sampling is a method where the

population can be divided into smaller groups, that don’t overlap but represent the entire
population together. While sampling, these groups can be organized and then draw a
sample from each group separately.

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Use of the Probability Sampling Method

There are multiple uses of the probability sampling method. They are:

Reduce Sample Bias: Using the probability sampling method, the bias in the sample
derived from a population is negligible to non-existent. The selection of the sample largely
depicts the understanding and the inference of the researcher. Probability sampling leads
to higher quality data collection as the population is appropriately represented by the
sample.

Diverse Population: When the population is large and diverse, it is important to have
adequate representation so that the data is not skewed towards one demographic. For
example, if Square would like to understand the people that could their point-of-sale
devices, a survey conducted from a sample of people across US from different industries
and socio-economic backgrounds, helps.

Create an Accurate Sample: Probability sampling helps the researchers plan and create
an accurate sample. This helps to obtain well-defined data.

Types of Sampling: Non-probability Sampling Methods

The non-probability method is a sampling method that involves a collection of feedback

on the basis of a researcher or statistician’s sample selection capabilities and not on a
fixed selection process. In most situations, output of a survey conducted with a non-
probable sample leads to skewed results, which may not totally represent the desired
target population. But, there are situations such as the preliminary stages of research or
where there are cost constraints for conducting research, where non-probability sampling
will be much more effective than the other type.

There are 4 types of non-probability sampling which will explain the purpose of this
sampling method in a better manner:

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Convenience sampling: This method is dependent on the ease of access to subjects such
as surveying customers at a mall or passers-by on a busy street. It is usually termed as
convenience sampling, as it’s carried out on the basis of how easy is it for a researcher
to get in touch with the subjects. Researchers have nearly no authority over selecting
elements of the sample and it’s purely done on the basis of proximity and not
representativeness. This non-probability sampling method is used when there are time
and cost limitations in collecting feedback. In situations where there are resource
limitations such as the initial stages of research, convenience sampling is used.

Judgmental or Purposive Sampling: In judgemental or purposive sampling, the sample

is formed by the discretion of the judge purely considering the purpose of study along with
the understanding of target audience. Also known as deliberate sampling, the participants
are selected solely on the basis of research requirements and elements who do not suffice
the purpose are kept out of the sample. For instance, when researchers want to
understand the thought process of people who are interested in studying for their master’s
degree. The selection criteria will be: “Are you interested in studying for Masters in …?”
and those who respond with a “No” will be excluded from the sample.

Snowball sampling: Snowball sampling is a sampling method that is used in studies

which need to be carried out to understand subjects which are difficult to trace. For
example, it will be extremely challenging to survey shelter less people or illegal
immigrants. In such cases, using the snowball theory, researchers can track a few of that
particular category to interview and results will be derived on that basis. This sampling
method is implemented in situations where the topic is highly sensitive and not openly
discussed such as conducting surveys to gather information about HIV Aids. Not many
victims will readily respond to the questions but researchers can contact people they
might know or volunteers associated with the cause to get in touch with the victims and
collect information.

Quota sampling: In Quota sampling, selection of members in this sampling technique

happens on basis of a pre-set standard. In this case, as a sample is formed on basis of
specific attributes, the created sample will have the same attributes that are found in the
total population. It is an extremely quick method of collecting samples.

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Use of the Non-Probability Sampling Method

There are multiple uses of the non-probability sampling method. They are:

Create a hypothesis: The non-probability sampling method is used to create a

hypothesis when limited to no prior information is available. This method helps with
immediate return of data and helps to build a base for any further research.

Exploratory research: This sampling technique is widely used when researchers aim at
conducting qualitative research, pilot studies or exploratory research.

Budget and time constraints: The non-probability method when there are budget and
time constraints and some preliminary data has to be collected. Since the survey design
is not rigid, it is easier to pick respondents at random and have them take the survey or
questionnaire.

Data presentation

Data presentation forms an integral part of all academic studies, commercial, industrial
and marketing activities as well as professional practices. It is necessary to make use of
collected data which is considered to be raw data which must be processed to put for any
application. Data analysis helps in the interpretation of data and take a decision or answer
the research question. This can be done by using data processing tools and softwares.
Data analysis starts with the collection of data followed by data processing by
various data processing methods and sorting it. Processed data helps in obtaining
information from it as the raw data is non-comprehensive in nature. Presenting the data
includes the pictorial representation of the data by using graphs, charts, maps and other
methods. These methods help in adding the visual aspect to data which makes it much
more comfortable and quicker to understand. Data and facts can be presented as:

a. As text – Raw data with proper formatting, categorisation, indentation is most

extensively used and very effective way of presenting data. Such format is widely
found in books, reports, research papers and in this article itself.
b. In tabular form – Tabular form is generally used to differentiate, categorise, relate
different datasets. It can be a simple pros & cons table, or a data with

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 corresponding value such as annual GDP, a bank statement, monthly expenditure
etc.
c. In graphical Form – Data can further be presented in a simpler and even easier
form by means of using graphical form. The input for such graphical data can be
another type of data itself or some raw data. For example, a bar graph & pie chart
takes tabular data as input. The tabular data in such case is processed data itself
but provides limited use. Converting such data or raw data into graphical form
directly makes it quick and easier to interpret.

Presentation of data can be either by means of manual hand drawings/ graphs & tables,
Where as much effective and accurate way for such presentation is by means of
specialised computer softwares. Different types of charts which can be used for data
presentation and analysis.

Bar Charts/Bar Graphs: These are one of the most widely used charts for showing the
grown of a company over a period. There are multiple options available like stacked bar
graphs and the option of displaying a change in numerous entities.

Pie Charts: These work best for representing the share of different components from a
total 100%. For, eg. Contribution of different sectors to GDP, the population of different
states in a country, etc.

Line Chart: These are best for showing the change in population, i.e., for showing the
trends. These also work well for explaining the growth of multiple areas at the same time.

Combo Chart: As the name suggests it is a combination of more than one chart type.
The one shown in the figure below is a combination of line and bar graph. These save
space and are at times more effective than using two different charts. There can even be
3 or more charts depending on the requirement.

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Histogram: a graphical display of data using bars of different heights. It is similar to a Bar
Chart, but a histogram group’s numbers into ranges. The height of each bar shows how
many fall into each range.

Pictograph: it uses picture symbols to convey the meaning of statistical information.

Pictographs should be used carefully because the graphs may, either accidentally or
deliberately, misrepresent the data. This type of pictograph shows how a symbol can be
designed to represent data.

Scatter plots: it is similar to line graphs in that they use horizontal and vertical axes to
plot data points. However, they have a very specific purpose. Scatter plots show how
much one variable is affected by another. The relationship between two variables is called
their correlation.

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Reference:

Bhat, A. (2019). SURVEY DATA COLLECTION: DEFINITION, METHODS WITH

EXAMPLES AND ANALYSIS. Retrieved from https://www.questionpro.com/
blog/survey-data-collection/

Bhat, A. (2019). TYPES OF SAMPLING: SAMPLING METHODS WITH EXAMPLES.

Retrieved from https://www.questionpro.com/blog/types-of-sampling-for-
social-research/

DeFranzo, S. (2011). What’s the difference between qualitative and quantitative

research? Retrieve from https://www.snapsurveys.com/blog/qualitative-vs-
quantitative-research/

N/A. (2016). Data presentation and analysis. Retrieved from

https://planningtank.com/planning-techniques/data-presentation-and-analysis

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