Quantitative Research

and
Qualitative Research
Similarities and Differences of Qualitative and
Quantitative
Qualitative Research
It is primarily exploratory research.
It is used to gain an understanding of underlying reasons, opinions,
and motivations.
It provides insights into the problem or helps to develop ideas or
hypotheses for potential quantitative research.
Similarities and Differences of Qualitative and
Quantitative
Qualitative Research
It is also used to uncover trends in thought and opinions, and dive
deeper into the problem.
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
fulfill a given quota.
Similarities and Differences of Qualitative and
Quantitative
Quantitative Research
It is used to quantify the problem by way of generating numerical
data or data that can be transformed into useable statistics.
It is used to quantify attitudes, opinions, behaviors, and other
defined variables – and generalize results from a larger sample
population.
It uses measurable data to formulate facts and uncover patterns in
research.
Similarities and Differences of Qualitative and
Quantitative
Quantitative Research
Quantitative data collection methods are much more structured than
Qualitative data collection methods.
Quantitative data collection methods include various forms of
surveys – online surveys, paper surveys, mobile and kiosk surveys,
face-to-face interviews, telephone interviews, longitudinal studies,
website interceptors, online polls, and systematic observations.
Similarities and Differences of Qualitative and
Quantitative
Standards
Mental survey of reality

Qualitative Research
Results from social interactions

Quantitative Research
Exists in the physical world
Similarities and Differences of Qualitative and
Quantitative
Standards
Cause-effect relationships

Qualitative Research
Explained by people’s objective desires

Quantitative Research
Revealed by automatic descriptions of circumstances or conditions
Similarities and Differences of Qualitative and
Quantitative
Standards
Researcher’s involvement with the object/subject of the study

Qualitative Research
Subjective; sometimes personally engaged

Quantitative Research
Objective; least involvement by the researcher
Similarities and Differences of Qualitative and
Quantitative
Standards
Expression of data, data analysis and findings
Qualitative Research
Verbal language (words, visuals, objects)

Quantitative Research
Numerals, statistics
Similarities and Differences of Qualitative and
Quantitative
Standards
Research plan

Qualitative Research
Takes place as the research proceeds gradually

Quantitative Research
Plans all research aspects before collecting data
Similarities and Differences of Qualitative and
Quantitative
Standards
Behavior toward research aspects/conditions
Qualitative Research
Desires to preserve the natural setting of research features

Quantitative Research
Control or manipulation of research conditions by the researcher
Similarities and Differences of Qualitative and
Quantitative
Standards
Obtaining knowledge

Qualitative Research
Multiple methods

Quantitative Research
Scientific method
Similarities and Differences of Qualitative and
Quantitative
Standards
Purpose

Qualitative Research
Makes social intentions understandable

Quantitative Research
Evaluates objectives and examines cause-effect relationships
Similarities and Differences of Qualitative and
Quantitative
Standards
Data-analysis technique

Qualitative Research
Thematic codal ways, competence-based

Quantitative Research
Mathematically based methods
Similarities and Differences of Qualitative and
Quantitative
Standards
Style of expression

Qualitative Research
Personal, lacks formality

Quantitative Research
Impersonal, scientific or systematic
Similarities and Differences of Qualitative and
Quantitative
Standards
 Sampling technique

Qualitative Research
More inclined to purposive sampling or use of chosen samples based
on some criteria

Quantitative Research
Random sampling as the most preferred