QUANTITATIVE

DEFINITION
This is a method used in research that uses numerical or measurable data as a platform
to make announcements about phenomena. The numbers are derived from the
objective measurement scale for the study unit to analyze the variable call.
In general, statistical measurement measures are used to distinguish the behavior of
variables and thus describe the phenomenon being studied; what makes them likely to
be predictable by researchers.
This type of research tends to be associated with the scientific method because it
presents data as absolute and verifiable facts, which leads us to think that the results
are indisputably valid, representing reality without a margin of error.
For this reason, the nature of quantitative research is descriptive, and it is imperative
that both the subject and the variables and elements of the problem can be defined,
measured or translated into numbers.
Characteristics of quantitative research
a) Strength
 A very important element of quantitative research is control, as it allows the
researcher to identify the reasons for his or her observations to better understand
the problem at different levels. With this, he seeks to answer questions such as
why something happened, what caused it, under what circumstances it
happened, and so on. Although better defined, there is less opportunity to give a
vague answer.
 Data collection was also controlled with the use of instruments containing items
with measurable characteristics, such as age, weight, level of education, average
income, among others. There are many instruments at hand or methodologies
that have been proven and recognized by the academy, which ensure the
accuracy, precision, fidelity and validity of the data collected.
 Hypotheses must exist and be subject to empirical evidence within the framework
of the research. This examination gives weight to the study.
 Operations are important for identifying the measurable elements that determine
the variables that interact, establishing references or empirical terms within them.
This process is necessary to eliminate confusion of concepts, meanings and
communication. The variable “introversion” can be defined as a sign on a
personality scale, “hunger” based on the number of hours since the last meal,
and “social class” determined by occupation.
 Quantitative research can be replicated, which makes it very reliable. This means
that given the same conditions, using the same instruments and using the same
 techniques, the results must be the same. This feature gives validity to this study.
If observations cannot be repeated, both results and conclusions are considered
unreliable.
 Generally, data are analyzed under a statistical framework of normal distribution,
which requires a large population to warrant a truly representative variety of
behaviors. The principle of random selection of a population sample is applied to
avoid biased interpretation of the results.

b) Limits
 Given the complexity of human behavior and its experience, it is difficult to
identify, define and control all variables.
 Humans do not necessarily act the same way under the same circumstances, not
the same as the same person.
 In his analysis and interpretation, he does not include notions such as freedom,
will, free choice or moral responsibility.
 It is impossible to consider people’s ability to interpret their own experiences,
create their own concepts or meanings and act on them.
 Tends to assume that the facts are absolute and true what brings to the general
everyone the same all the time in the same way.
 Many times, the results are relatively superficial or trivial, with no significant
consequences given the nature of the controlled and uncontrolled variables.
 Studies, definitions, data collection, and analysis may be very objective, but
researchers are not; This is subjective when deciding a research issue or
problem and during the interpretation of the results.

QUALITATIVE
DIFINITION
This is a method used in research when it is necessary to study the various behaviors of
the target population with reference to a problem or problem, as well as their
perceptions and motivations. They tend to learn in depth about the small group of
people whose hypotheses are established, to explain in depth a phenomenon, social
reality, culture, behavior or experience.

The information collected is not numerical and cannot be defined by scale. Open to the
use of images, conversations, narratives, texts and observations in context.
Qualitative research takes time and requires more work than other types of research. It
is said that it is more suitable for researchers who really care about the subject, want to
take it seriously and are willing to do research.
Characteristics of qualitative research
a) Strength
 It is constructivist, that is, acknowledging that the meaning of things is not found
objectively. Instead, they are defined by the person in the context. If the context
changes, so does the meaning. For a mother in the Congo, the concept of
motherhood will be completely different from that of an Argentine mother. In the
same way, the meaning of motherhood for the same woman will change when
she becomes pregnant and has her first child.
 The researcher’s proximity to the study and the subject allows him to develop a
more sensitive point of view in the field. In this way, complex problems or
situations that can be ignored are detected.
 It is an interpretation of the extent to which it focuses on what different definitions
are equally important for analysis. This frees up the interpretation of general
outcomes, where there is no precise or universal definition for all behaviors.
 New knowledge of the results emerges through an inductive process. The
approach does not have to be proven by existing theories, instead, it aims to
produce new theories.
 Observation in context allows researchers to study non -verbal forms of
communication such as body language and intonation, in response to the subject
in context.
 Qualitative research provides flesh and blood for social analysis.

b) Limits
 The time for data collection, analysis and interpretation is extensive.
 This study may not be reproduced at any level or capacity, and the results may
not be used or generalized in a larger context.
 The presence of the researcher ultimately has a large impact on the subject.
 Uncertainty and confidentiality between parties can present problems when
determining decisions.
 The views of both the researcher and the participant, must be distinguished and
explained for specific reasons.
 The biggest problem with qualitative research is the validity and reliability of
methods and results. Using conventional reliability standards is very difficult and
many times studies are not taken with total seriousness.
The difference between quantitative and qualitative research
“Method
Design, Sampling, and Data Collection
This study deals with descriptive data collected through the distribution of a survey containing four open-ended
questions through a qualitative inquiry. For this purpose, a quantitative content analysis (Newby, 2014; Schreier,
2014) and a descriptive statistics approach (Field, 2013) were adopted to exhibit a quantitative representation of
what respondents wanted to communicate in terms of the main issues in Malaysian HE. It is notable that quantitative
content analysis has been described as a tool to explore communication with the implication being that the greater
the frequency of occurrence of a word or phrase, the more important that element is from the viewpoint of the
communicator (Newby, 2014). Also, the target population was all the academic leaders, namely, vice-chancellors,
deputy vice-chancellors, deans, deputy deans, directors, deputy directors, department heads, and the university
professors without formal positions working in public research and comprehensive universities, public focused
universities, and private focused universities. Notably in this study, public research and comprehensive universities
refer to public universities with a significant degree of research activities and a wide range of programs run by
different faculties. In addition, public focused and private focused universities refer to institutions in public and
private sectors with a focus on limited number of programs.”