ASSIGNMENT

Submitted To:
Dr Saddam
Submitted By:
Umair Nadeem
Registration no:
SP18-BBA-014
Course:
Research Tools
Date of Submission:
24-04-2020
COMSATS UNIVERSITY ISLAMABAD
ATTOCK CAMPUS
What is Qualitative Research and Quantitative Research Study?

Qualitative Research
Qualitative research is those type in research in which the data we find or create are not in the
form of numbers.

Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach

to its subject matter. This means that qualitative researchers study things in their natural
settings, attempting to make sense of, or interpret, phenomena in terms of the meanings
people bring to them.

A qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular
phenomenon, or behavior, operates as it does in a particular context.

Methods
There are various methods which we use for the qualitative research.

 Interviews: which may be structured, semi-structured or unstructured.

 Open ended Questionnaires: allow people to express what they think and enable the
respondent to answer in as much detail as they like in their own words.
Example
A qualitative research method would be unstructured interviews which generate qualitative
data through the use of open questions.  This allows the respondent to talk in some depth,
choosing their own words.  This helps the researcher develop a real sense of a person’s
understanding of a situation.

Quantitative Research
Quantitative research is those type in research in which the data are in the form of numbers
and we put in to categories. It is used to quantify the problem by generating numerical data or
can be transformed into statistics. It is used to quantify attitudes, opinions, behaviors, and
other defined variables and generalize results from a larger sample population.

Methods
Quantitative data collection methods include various forms of surveys

 online surveys.
 paper surveys.
  mobile surveys.
 face-to-face interviews.
 telephone interviews.

 Systematic observations.

Example
Turning opinion’s in to samples like if we carry out the statistical analysis of the opinions of
group of people about a particular issue or element of lives, you can ask them to express their
relative’s agreement with statements and answer on a five-point scale, where 1 is strongly
disagree, 2 is disagree 3 is neutral 4 is agree and 5 is strongly agree.

Such scale is called Likert Scale and enable statement of opinions to be directly translated
into numerical data.