Course Code: MCM 403

Matric: U19/FLC/MCM/1091

DIFFERENCE BETWEEN QUALITATIVE AND QUANTITATIVE RESEARCH.

Qualitative research is a research method that dives into the "why" and "how" of a situation. It
prioritizes understanding experiences, feelings, and meanings over measuring things with
numbers. While quantitative research is a systematic way of collecting and analyzing data that
can be quantified, meaning it can be expressed in numerical terms. This allows researchers to
uncover patterns, trends, and relationships between variables.

Data Collection and Analysis

 Quantitative: Numbers rule here. Surveys with fixed-choice answers, experiments that yield
numerical data (like reaction times), and observations that can be quantified (e.g., number of
times a behavior occurs) are all part of the quantitative toolkit. Analysis leans heavily on
statistics to identify trends, correlations, or cause-and-effect relationships.
 Qualitative: Words take center stage. Interviews with open-ended questions, observations
documented in detail, and textual analysis are some common methods. Researchers delve into
the "why" and "how" behind phenomena, aiming to understand experiences, meanings, and
perspectives.

Focus and Goals

 Quantitative: Think generally. Quantitative research seeks to uncover broad patterns and trends
that can be applied to larger populations. It often tests hypotheses and aims to establish facts that
can be universally applied.
 Qualitative: Understanding the specific is key. Qualitative research provides rich insights into
individual experiences and sheds light on complex phenomena that can't be easily captured by
numbers. It helps us understand the nuances of human experience.

Strengths and Weaknesses

 Quantitative: Strengths lie in its objectivity and ability to measure cause-and-effect.
Weaknesses include being less flexible and potentially overlooking the subjective aspects of
human behavior.
 Qualitative: Strength lies in its depth and richness of detail. It allows researchers to capture the
human side of an issue. However, subjectivity and potential bias in interpretation can be
weaknesses.