Quantitative and Qualitative

Research

Prepared by:
Cindy Ho
Erick Ling
Lu Shiau Yee
Ong Wan Yee
Wong Li Yan
What is quantitative & qualitative
research
 Quantitative Research Qualitative Research

Character • Scientific • Humanistic

•Objective •Interpretive
Type of Can be encoded numerically Free-form, narrative and open-ended
Data

Examples Experiments, close questions, rating scales. Interviews, focus groups, case studies,
conversational analysis, ethnography.

Analysis Numbers, generally in percentages, details the Descriptions, experiences, observations, and the
information collected and enables conclusions to human existence has value and contributions to data
be made; does not account for time or experience collection; key words or phrases can be plotted and
used to draw conclusions but may not represent the
mode number
Application Validating a hypothesis or further validating a Case studies; understanding feelings and emotions
study statistically and how they can be applied to situations
 Quantitative Research
Objective / •To gain an understanding of underlying reasons
purpose and motivations
•To provide insights into the setting of a problem,
generating ideas and/or hypotheses for later
quantitative research
•To uncover prevalent trends in thought and
opinion
Sample Usually a small number of non-representative
cases. Respondents selected to fulfil a given
quota.
Data Unstructured or semi-structured techniques e.g.
collection individual depth interviews or group discussions.
Data Non-statistical.
analysis
Outcome Exploratory and/or investigative. Findings are not Used to recommend a final course of action.
conclusive and cannot be used to make
generalizations about the population of interest.
Develop an initial understanding and sound base
for further decision making.
Qualitative Research
•To quantify data and generalize results from a
sample to the population of interest
•To measure the incidence of various views and
opinions in a chosen sample
•Sometimes followed by qualitative research which is
used to explore some findings further
Usually a large number of cases representing the
population of interest. Randomly selected
respondents.
Structured techniques such as online questionnaires,
on-street or telephone interviews.
Statistical data is usually in the form of tabulations
(tabs). Findings are conclusive and usually
descriptive in nature.
 Qualitative Methods
Methods include focus groups, in-depth interviews, and
reviews of documents for types of themes
Primarily inductive process used to formulate theory or
hypotheses
More subjective: describes a problem or condition from
the point of view of those experiencing it
Text-based
More in-depth information on a few cases
Unstructured or semi-structured response options
No statistical tests
Can be valid and reliable: largely depends on skill and
rigor of the researcher
Time expenditure lighter on the planning end and
heavier during the analysis phase
Less generalizable
Quantitative Methods
Surveys, structured interviews & observations, and
reviews of records or documents for numeric information
Primarily deductive process used to test pre-specified
concepts, constructs, and hypotheses that make up a
theory
More objective: provides observed effects (interpreted by
researchers) of a program on a problem or condition
Number-based
Less in-depth but more breadth of information across a
large number of cases
Fixed response options
Statistical tests are used for analysis
Can be valid and reliable: largely depends on the
measurement device or instrument used
Time expenditure heavier on the planning phase and
lighter on the analysis phase
More generalizable
• Wyse, S. E. (2011). What is the Difference between
Qualitative Research and Quantitative Research.
Retrieved from:
http://www.snapsurveys.com/blog/what-is-the-difference
-between-qualitative-research-and-quantitative-researc
h/
• http://www.diffen.com/difference/Qualitative_vs_Quantit
ative
• http://
www.orau.gov/cdcynergy/soc2web/Content/phase05/phas
e05_step03_deeper_qualitative_and_quantitative.htm
• Tomlinson, G. (2011). Quantitative vs. Qualitative
Research: The Great Debate? The Result Is In? Retrieved
from
http://www.themarketingdirectors.co.uk/quantitative-vs-q
ualitative-research-the-great-debate-the-result-is-in