Qualitative and

Quantitative
Methods
Group 5 MBA
 LEARNING OBJECTIVES
1. TO EXPLAIN, DIFFERENTIATE, AND CATEGORIZE
QUALITATIVE AND QUANTITATIVE RESEARCH METHOD
2. TO IDENTIFY THE USE AND METHODS OF COLLECTING
QUALITATIVE AND QUANTITATIVE DATA
3. TO APPLY QUALITATIVE AND QUANTITATIVE METHOD IN
WRITING A RESEARCH PAPER
 INTRODUCTION

Research methods

● Defined as the various procedures, schemes and

algorithms used in research.

● They are essentially planned, scientific and

value-neutral. They include theoretical procedures,
experimental studies, numerical schemes, statistical
approaches, etc.
 INTRODUCTION
● Research methods help us collect samples, data and
find a solution to a problem and to find additional
information about the topic.
 Two main categories of research methods:

1. Quantitative research methods-

-is based on the measurement of quantity or

amount. Here a process is expressed or described
in terms of one or more quantities. The result of
this research is essentially a number or a set of
numbers.
2. Qualitative research methods

- Qualitative research is concerned with qualitative

phenomenon involving quality.
- Characteristics of qualitative research/method are:
- non-numerical
- descriptive
- applies reasoning and uses words
QUALITATIVE
METHOD OF
RESEARCH
What is a Qualitative
Research?

Definition Results

It describes Does not involve rich data that useful for

qualities and numbers or gives an exploring how
characteristics numerical data in-depth picture and why things
have happened
QUALITATIVE RESEARCH

● It can provide details about the human behavior,

emotion and personality characteristics
● Used to identify the factors that affect the areas
under investigation
● A researcher must document information without yet
fully understanding what data will be meaningful.
What is a Qualitative
Research?

Definition Results

It describes Does not involve rich data that useful for

qualities and numbers or gives an exploring how
characteristics numerical data in-depth picture and why things
have happened
PITFALLS TO QUALITATIVE RESEARCH:

● If respondents do not see a value for them in the

research, they may provide inaccurate or false
information.

● Respondents may also say what they think the

researcher wishes to hear.
CATEGORIES
UNDER
QUALITATIVE
RESEARCH
CATEGORIES UNDER QUALITATIVE RESEARCH
PHENOMENOLOGICAL STUDIES

● This type of research is used to study areas

in which there is little knowledge
● Phenomenological research would ask a
question such as, “What is it like for a
mother to live with a teenage child who is
dying of cancer?”
CATEGORIES UNDER QUALITATIVE RESEARCH
PHENOMENOLOGICAL STUDIES

● In phenomenological research, respondents are

asked to describe their experiences as they
perceive them. They may write about their
experiences, but information is generally
obtained through interviews.
CATEGORIES UNDER QUALITATIVE RESEARCH
ETHNOGRAPHIC STUDIES

● Ethnographic studies involve the collection and

analysis of data about cultural groups
● Ethnography can be defined as “the systematic
process of observing, detailing, describing,
documenting, and analyzing the lifeways or
particular patterns of a culture (or subculture)
in order to grasp the lifeways or patterns of the
people in their familiar environment”
CATEGORIES UNDER QUALITATIVE RESEARCH
ETHNOGRAPHIC STUDIES

● In ethnographic research, the researcher

frequently lives with the people and becomes a
part of their culture. The researcher explores
with the people their rituals and customs
CATEGORIES UNDER QUALITATIVE RESEARCH
GROUNDED THEORY STUDIES

● Grounded theory studies are studies in which data

are collected and analyzed and then a theory is
developed that is grounded in the data
● Grounded theory method uses both an inductive and
a deductive approach to theory development.
● Grounded theory qualitative method was used by
Williams and Irurita (2005) to study the personal
control and emotional comfort of hospitalized
patients.
CATEGORIES UNDER QUALITATIVE RESEARCH
HISTORICAL STUDIES

● Identification, location, evaluation, and

synthesis of data from the past
● Past happenings → present → future
● More difficult to conduct than others
○ Documents - printed material
○ Relics and artifacts - physical evidence
○ Oral reports
CATEGORIES UNDER QUALITATIVE RESEARCH
HISTORICAL STUDIES

● Sources of historical data:

○ Primary - direct evidence
○ Secondary - summarized primary sources
● Evaluation of historical research
○ External criticism - AUTHENTICITY | VALIDITY
○ Internal criticism - ACCURACY | RELIABILITY
CATEGORIES UNDER QUALITATIVE RESEARCH
CASE STUDIES

● Examinations of people, groups of people,

and institution
● Meaning of experiences to the subjects >
generalizing results to other groups of
people
CATEGORIES UNDER QUALITATIVE RESEARCH
CASE STUDIES

● Content analysis
○ For evaluation of data
○ Examination of communication messages
○ Patterns and themes
● Time consuming and quite costly → loss of
subjects
CATEGORIES UNDER QUALITATIVE RESEARCH
ACTION RESEARCH STUDIES

● Seeks action to improve practice and study

the effects of the action that was taken
● Implementation of solutions is an actual
part of the research
CATEGORIES UNDER QUALITATIVE RESEARCH
ACTION RESEARCH STUDIES

● Participatory Action Research (PAR)

○ Community-based
○ Collaboration between study participants
and researchers
■ Co-researchers throughout the entire
research study
 USES OF
QUALITATIVE
METHOD
USES OF QUALITATIVE METHOD

● Provide valid and dense information about real

situations and contexts
● In-depth and comprehensive understanding of motives
and social or behavioral processes
● Provide an understanding and description of
people’s personal experiences of phenomena
QUANTITATIVE
METHOD OF
RESEARCH
● Quantitative methods emphasize objective
measurements and the statistical,
mathematical, or numerical analysis of data
collected through polls, questionnaires, and
surveys, or by manipulating pre-existing
statistical data using computational
techniques.
● Quantitative research focuses on gathering
numerical data and generalizing it across
groups of people or to explain a particular
phenomenon.
● The goal in conducting quantitative research
is to determine the relationship between an
independent variable and a dependent or
outcome variable within a population
● Quantitative research design are either
descriptive or experimental
● It deals in numbers, logic, and an objective
stance
● It also focuses on numeric and unchanging data
and detailed, convergent reasoning rather than
divergent reasoning
● Example:
○ Survey conducted to understand the amount
of time a doctor takes to tend to a patient
when the patient walks into the hospital. A
patient satisfaction survey template can be
administered to ask questions like how much
time did a doctor takes to see a patient,
how often does a patient walks into a
hospital, and other such questions.
Advantages of Quantitative Method
● Quantitative data can be interpreted with
statistical analysis, and since statistics
are based on the principles of mathematics,
the quantitative approach is viewed as
scientifically objective, and rational
● Useful for testing and validating already
constructed theories.
Advantages of Quantitative Method
● Quantitative data is based on measured values
and can be checked by others because
numerical data is less open to ambiguities of
interpretation.
● Hypotheses can also be tested because of the
used of statistical analysis
Limitations of Quantitative Method
● Quantitative experiments do not take place in
natural settings. In addition, they do not
allow participants to explain their choices
or the meaning of the questions may have for
those participants
● Poor knowledge of the application of
statistical analysis may negatively affect
analysis and subsequent interpretation
Limitations of Quantitative Method
● Large sample sizes are needed for more
accurate analysis. Small scale quantitative
studies may be less reliable because of the
low quantity of data. This also affects the
ability to generalize study findings to wider
populations.
Limitations of Quantitative Method
● The researcher might miss observing phenomena
because of focus on theory or hypothesis
testing rather than on the theory of
hypothesis generation.
 CATEGORIES
UNDER
QUANTITATIVE
RESEARCH
 CATEGORIES UNDER QUANTITATIVE RESEARCH
DESCRIPTIVE RESEARCH

● Describes the current status of an identified

variable.
● Designed to provide systematic information
about a phenomenon.
 CATEGORIES UNDER QUANTITATIVE RESEARCH
DESCRIPTIVE RESEARCH

● It does not answer questions about how/when/why.

Rather, it addresses the “what” question.
● Questionnaires, interviews(closed question),
observation(checklists, etc.)

Ex. The age group of tobacco users in the

Philippines
 CATEGORIES UNDER QUANTITATIVE RESEARCH
CORRELATIONAL RESEARCH

● Two or more variables and examines how they

correlate with one another.
● The goal of correlational research is to find out
how certain variables may predict other variables
and their potential relationship.
 CATEGORIES UNDER QUANTITATIVE RESEARCH
CORRELATIONAL RESEARCH

● Cause and effect is not the basis.

● The data, relationships, and distributions of
variables are studied only. Variable are not
manipulated.

Ex. The relationship between diet and anxiety

CATEGORIES UNDER QUANTITATIVE RESEARCH
CAUSAL COMPARATIVE RESEARCH

● To conclude the cause-effect equation between two

or more variables where one variable is dependent
on the other independent variable
● The researcher does not randomly assign groups and
must use ones that are naturally formed or
pre-existing groups.
CATEGORIES UNDER QUANTITATIVE RESEARCH
CAUSAL COMPARATIVE RESEARCH

● Conclusions and analyses are established, while

carefully determining the causes
● Example:
○ The impact of drugs on teenager
CATEGORIES UNDER QUANTITATIVE RESEARCH
EXPERIMENTAL RESEARCH

● True experimental research

● Uses the scientific method to establish the
cause-effect relationship among a group of variables
that make up a study
● It is usually based on one or more theories
● Example:
○ whether a rock and feather would hit the ground
at the same time when dropped at the same time
from the same height.
CATEGORIES UNDER QUANTITATIVE RESEARCH
EXPERIMENTAL RESEARCH

COMPONENTS:

● A comparison group of participants who are randomly

selected and assigned to experimental and control
groups.
● An independent variable that can be applied to the
experimental group.
● A dependent variable that can be measured in an
identical manner for all groups.
 USES OF
QUANTITATIVE
METHOD
USES OF QUANTITATIVE METHODS

● Delineate relationships among variables

● Provide generalizable research findings when the data

are based on sufficiently sized random samples
● Provide generalizable results when research has been
replicated in different populations/subpopulations
● Useful for large populations
 Qualitative
Data Collection
 QUALITATIVE DATA COLLECTION
● open‐ended and have less structured protocols
● interactive interviews
● use triangulation to increase the credibility of their
findings
● takes a great deal of time
● ethical principles of research

Broad categories

● Observation methods (or Participant observation)

● In-depth interviews
● Focus group
 BEST ETHICAL
PRINCIPLES Statement of the study
Explanation of the purpose
Informed consent and Duration
agreement Procedures
Expected benefits or risk
Confidentiality, privacy
● Identity of researchers
● Purpose of the research Future use of the information
 1. Observation Method
● roots in traditional ethnographic
research, whose objective is to help
researchers learn the perspectives
held by study populations
● requires months or years of intensive
work
● community settings
● understanding of the physical,
social, cultural, and economic
contexts in which study participants
live
● detailed field notes

● become a participant in the culture STEPS:

or context being observed
1. Gaining entry to the
group
2. Developing and
maintaining rapport
3. Taking field notes
4. Data collection and
analysis
STRENGTH and WEAKNESSES of
Participant observation

Strengths Weaknesses
Allows for insight into
contexts, relationships,
behavior
Can provide information
previously unknown to
researchers
Time-consuming
Documentation relies on
memory, personal
discipline, and
diligence of researcher
Inherently subjective
Sample of Participant
Observation Field
Notes
 2. In-Depth Interviews
● elicit a vivid picture of the
participant’s perspective on
the research topic
● conducted face-to-face
● one interviewer and one
participant
● open‐ended questions that elicit
depth of information from relatively
few people
● Do not lead participants according
to any preconceived notions
● tape recordings, typed transcripts
of tape recordings, and the
interviewer's notes
 STRENGTHS of In-depth Interviews
Appropriate for Strength of Method

Eliciting individual in-depth responses, with

experiences, nuances and contradictions
opinions, feelings

Addressing sensitive interpretive perspective

topics
Sample of Interview
transcript
 3. Focus group
● one or two researchers and several
participants meet as a group to
discuss a given research topic
● approximately six to twelve people
with similar characteristics or
common interest
● yield a large amount of
information over a relatively
short period of time
● broad range of views on a
specific topic
● tape recordings, transcripts of
those recordings, the moderator’s
and note-taker’s notes
 STRENGTHS of Focus group interview
Appropriate for

Identifying group
norms

Eliciting opinions
about group norms

Discovering variety
within a population
STRENGTHS and WEAKNESSES of
Focus group interview
Strengths
Quick and relatively
easy
Open-ended questions
Group dynamic stimulate
conversation, reaction
and provide useful
information
Weaknesses
Facilitator bias
Dominated or sidetracked
by a few individuals
Data analysis is time
consuming
Not for highly personal
or socially sensitive
topics
Sample of Focus group
transcript
 Quantitative
Data Collection
 Survey/ Questionnaire
•Surveys/questionnaires aids in collecting data from a group or
a large number of people.
Types of Survey questionnaires

Web-based questionnaire: This is one of the ruling and most

trusted methods for internet-based research or online research.

oMail Questionnaire: In a mail questionnaire, the survey is

mailed out to a host of the sample population, enabling the
researcher to connect with a wide range of audiences.
 Interview

•Interviewing people is a standard

method used for data collection.
oTelephone interviews: For years, Computer-Assisted Personal
telephone interviews ruled the Interviewing (CAPI):the data
charts of data collection methods. obtained from the interview
directly into the database.

Face-to-face interviews: It is a
proven technique to collect data
directly from the participants.
 Observation
• It is a simple method of collecting data where the researcher has
to blend in with its environment.
oStructured Observation: This method of observation involves the
researcher focusing on a specific area of interest. Structured
observation intends to gauge a particular behavior or attitude of
the audience properly.
 Probability
Sampling
Stratified random sampling: This
sampling method allows the
researcher to divide a population
oSimple random sampling: More into units to create a sample. For
often, the targeted demographic is example, the researcher can select
chosen for inclusion in the a set of males or females in the
sample. model using a stratified sampling
method.
oSystematic random sampling: In
systemic sampling, type members
are chosen at a set interval. The
researcher systematically selects
the population—for example, every
5th or 10th person from the list.
QUALITATIVE VS QUANTITATIVE
QUALITATIVE VS QUANTITATIVE
QUALITATIVE VS QUANTITATIVE
QUESTION AND
ANSWER
 Q&A
1. What is the goal of quantitative method of
research?
a. To understand the social reality of
individuals, groups, and cultures as nearly as
possible as its participants feel it or live
it
b. Determine the relationship between an
independent variable and a dependent or
outcome variable within a population
c. Seeks to explain ‘how’ and ‘why’ a particular
phenomenon operates in a particular context
d. Focuses on obtaining data through open-ended
and conversational communication
 Q&A
1. What is the goal of quantitative method of
research?
a. To understand the social reality of
individuals, groups, and cultures as nearly as
possible as its participants feel it or live
it
b. Determine the relationship between an
independent variable and a dependent or
outcome variable within a population
c. Seeks to explain ‘how’ and ‘why’ a particular
phenomenon operates in a particular context
d. Focuses on obtaining data through open-ended
and conversational communication
 Q&A
2. This is a study in which data are collected
and analyzed and then a theory is developed
that is grounded in the data
a. Grounded Theory Studies
b. Phenomenological Studies
c. Ethnographic Studies
d. Historical Studies
2. This is a study in which
data are collected and analyzed
and then a theory is developed
that is grounded in the data
a. Grounded Theory Studies
b. Phenomenological
Studies
c. Ethnographic Studies
d. Historical Studies
Grounded theory studies are
studies in which data are
collected and analyzed and
then a theory is developed
that is grounded in the data.
It uses both an inductive and
a deductive approach to theory
development.
 Q&A
3. These are the major types of interviews
conducted for data collection
a. Telephone interviews
b. Face-to-Face interviews
c. Computer Assisted Personal Interviewing
(CAPI)
d. All of the Above
3. These are the major types of
interviews conducted for data
collection
a. Telephone interviews
b. Face-to-Face interviews
c. Computer Assisted
Personal Interviewing
(CAPI)
d. All of the Above
● Telephone interviews - for
years, it ruled the chart of
data collection
● Face-to-Face interviews -
proven technique to gather
data directly from
participants
● CAPI - similar set-up with
face-to-face where
interviewer carries a
desktop or laptop along with
him at the time of interview
to upload the data obtained
from the interview directly
into the database.
 Q&A
4. The goal of this research is to find out
how certain variables may predict other
variables and their potential relationship.
a. Descriptive Research
b. Experimental Research
c. Correlational Research
d. Causal Comparative Research

4. The goal of this research is
to find out how certain
variables may predict other
variables and their potential
relationship.
a. Descriptive Research
b. Experimental Research
c. Correlational Research
d. Causal Comparative
Research
Correlational Research
● Two or more variables and
examines how they
correlate with one
another.
● The goal of correlational
research is to find out
how certain variables may
predict other variables
and their potential
relationship.
● The data, relationships,
and distributions of
variables are studied
only.
 Q&A
5. The following are STRENGTHS of focus-group
interview, EXCEPT:
a. Quick and relative easy
b. Open-ended questions
c. Dominated or side-tracked by a few
individuals
d. Group dynamic stimulate conversation,
reaction and provide useful information

5. The following are STRENGTHS
of focus-group interview,
EXCEPT:
a. Quick and relative easy
b. Open-ended questions
c. Dominated or
side-tracked by a few
individuals
d. Group dynamic stimulate
conversation, reaction
and provide useful
information
STRENGTHS OF FOCUS-GROUP:
● Quick and relative easy
● Open-ended questions
● Group dynamic stimulate
conversation, reaction and
provide useful information
WEAKNESSES OF FOCUS-GROUP:
● Facilitator bias
● Group dynamic stimulate
conversation, reaction and
provide useful information
● Data analysis is time consuming
● Not done in natural setting