QUALITATIVE AND

QUANTITATIVE RESEARCH
METHODS
Research methodology
What is Qualitative Research?
◦ Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as
language. Qualitative research can be used to understand how an individual subjectively perceives and
gives meaning to their social reality.
◦ Qualitative data is defined as non-numerical data, such as text, video, photographs or audio recordings.
This type of data can be collected using diary accounts or in-depth interviews and analyzed using
grounded theory or thematic analysis.
◦ Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper into the
problem. Qualitative data collection methods vary using unstructured or semi-structured techniques.
Some common methods include focus groups (group discussions), individual interviews, and
participation/observations. The sample size is typically small, and respondents are selected to fulfil a
given quota.
◦ Common qualitative methods include interviews with open-ended questions, observations described in
words, and literature reviews that explore concepts and theories.
Characteristics of Qualitative Research
◦ Findings are judged by whether they make sense and are consistent with the collected data.
◦ Results are validated externally by how well they might be applicable to other situations. This is tough to
do; rich, detailed descriptions can help to bolster external validity.
◦ Data is usually collected from small, specific and non-random samples.
◦ Qualitative research methods usually collect data at the sight, where the participants are experiencing
issues or problems. These are real-time data and rarely bring the participants out of the geographic
locations to collect information.
◦ Qualitative researchers typically gather multiple forms of data, such as interviews, observations, and
documents, rather than rely on a single data source.
◦ This type of research method works towards solving complex issues by breaking down into meaningful
inferences, that is easily readable and understood by all.
◦ Since it’s a more communicative method, people can build their trust on the researcher and the
information thus obtained is raw and unadulterated.
Qualitative Research: Example
◦ Clean water facility in a locality
1. What is you name and age?
2. What are your experiences whit the water quality in your locality.
3. What are your suggestions for water supply timings.
4. What are your expectations with the quantity of water that is being supplied to you.
5. How can the timing and the durations of the water supply effects your household.
What is Quantitative Research ?
◦ Quantitative research involves the process of objectively collecting and analyzing numerical data to
describe, predict, or control variables of interest.
◦ The goals of quantitative research are to test causal relationships between variables, make predictions,
and generalize results to wider populations.
◦ Quantitative researchers aim to establish general laws of behavior and phenomenon across different
settings/contexts. Research is used to test a theory and ultimately support or reject it.
◦ Quantitative research is expressed in numbers and graphs. It is used to test or confirm theories and
assumptions. This type of research can be used to establish generalizable facts about a topic.
◦ Common quantitative methods include experiments, observations recorded as numbers, and surveys
with closed-ended questions.
Characteristics of Quantitative
Research
◦ Structured tools: Structured tools such as surveys, polls, or questionnaires are used to gather quantitative data.
Using such structure methods helps in collecting in-depth and actionable data from the survey respondents.
◦ Sample size: Quantitative research is conducted on a significant sample size that represents the target market.
Appropriate sampling methods have to be used when deriving the sample to fortify the research objective
◦ Close-ended questions: Closed-ended questions are created per the objective of the research. These questions
help collect quantitative data and hence, are extensively used in quantitative research.
◦ Prior studies: Various factors related to the research topic are studied before collecting feedback from
respondents.
◦ Quantitative data: Usually, quantitative data is represented by tables, charts, graphs, or any other non-
numerical form. This makes it easy to understand the data that has been collected as well as prove the validity
of the market research.
◦ Generalization of results: Results of this research method can be generalized to an entire population to take
appropriate actions for improvement.
Quantitative Research: Example
◦ Clean water facility in a locality
1. Name of the respondent.
2. Age of the respondent.
3. How many members they're in your family.
4. On a scale of 1-10 how much would you like to rate the quality of water.
5. What are the timings and frequency of water supply to the dwellings.
6. Are you satisfied with the duration of time that is provide for water supply.
7. Are you satisfied with the quantity of water that is being supplied to you?
Qualitative Research vs Quantitative Research
Qualitative
Conceptual Concerned with understanding
human behavior from the
informant's perspective
Assumes a dynamic and
negotiated reality
Methodological Data are collected through
participant observation and
interviews
Data are analyzed by themes
from descriptions by informants
Data are reported in the
language of the informant
Quantitative
Concerned with discovering facts
about social phenomena
Assumes a fixed and measurable
reality
Data are collected through
measuring things
Data are analyzed through
numerical comparisons and
statistical inferences
Data are reported through
statistical analyses
Qualitative Research vs Quantitative Research
Qualitative Quantitative
focus Focuses on exploring ideas and Focuses on testing theories and
formulating a theory or hypotheses
hypothesis

Analysis Analyzed by summarizing, Analyzed through math and

categorizing and interpreting statistical analysis

expressions Mainly expressed in words Mainly expressed in numbers,

graphs and tables

Respondent Requires few respondents Requires many respondents

Types of questions Open-ended questions Closed (multiple choice)

asked questions
Key terms understanding, context, testing, measurement,
complexity, subjectivity objectivity, replicability
Qualitative Research vs Quantitative Research
Qualitative
Can be valid and reliable:
largely depends on skill and
rigor of the researcher
Nature More subjective: describes a
problem or condition from the
point of view of those
experiencing it
Time Time expenditure lighter on the
planning end and heavier
during the analysis phase
Quantitative
Can be valid and reliable:
largely depends on the
measurement device or
instrument used
More objective: provides
observed effects (interpreted by
researchers) of a program on a
problem or condition
Time expenditure heavier on the
planning phase and lighter on
the analysis phase
References
◦ https://www.orau.gov/cdcynergy/soc2web/content/phase05/phase05_step03_deeper_qualitative_and
_quantitative.htm
◦ https://www.scribbr.com/methodology/qualitative-quantitative-research/
◦ https://www.questionpro.com/blog/qualitative-research-methods/
◦ https://www.questionpro.com/blog/quantitative-research/
◦ https://www.statisticshowto.com/research-methods-qualitative-research-and-quantitative-research/