Quantitative Research

and
Qualitative Research
 Learning Objective
 To describe and list down the
similarities and differences of
quantitative research and
qualitative research
Key Understanding
 Knowing the similarities and differences of
quantitative and qualitative research is
important in determining the applicable
method for a particular study.

Key Question
 What are the similarities and differences of
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