QUANTITATIVE AND

QUALITATIVE
RESEARCH
MODULE 1 – LESSON 3
INSTRUCTIONS:
Working in your assigned groups, carefully examine the cards provided, each
containing characteristics or examples related to qualitative and quantitative
research. Your task is to categorize these cards into two groups: qualitative
and quantitative. Discuss with your group members and use your
understanding of the features of each research approach to determine the
appropriate category for each card. Make sure to justify your decisions. You
have a limited time to complete this task. Once the time is up, be prepared to
share your sorted categories with the class and explain your reasoning behind
each classification. Engage in the class discussion to deepen your
understanding of the concepts. Enjoy the activity and remember to collaborate
effectively with your group members!
PRACTICAL RESEARCH 1 MODULE 1
 PRACTICAL RESEARCH I
I. When to use Qualitative vs.
Quantitative Research
Quantitative data can help you see the big picture.

Thesis Defense
Qualitative data

adds the details and can also give a hu

man voice
to your survey results.
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 EXAMPLE
• Let's say you're conducting a survey about customer satisfaction in a restaurant.
You collect quantitative data by asking customers to rate their experience on a
scale of 1 to 5. With this quantitative data, you can calculate averages,
percentages, and trends.
• For instance, you find that 80% of customers rate the food quality as excellent
(rating of 5), and there's a steady increase in customer satisfaction scores over
the past six months. This quantitative data helps you see the big picture: overall,
customers are happy with the food quality, and satisfaction levels are improving
over time.
• So, the quantitative data gives you a broad understanding of the trends and
patterns in customer satisfaction, allowing you to draw conclusions based on
numerical evidence.
• While quantitative data gives you an overall picture of customer satisfaction,
qualitative data adds depth and context. You might conduct follow-up interviews with
customers to understand why they rated the food quality as excellent. Through these
interviews, you discover that many customers appreciate the use of fresh, locally
sourced ingredients and the chef's attention to detail in preparation.
• Additionally, qualitative data can help answer "why" and "how" questions. For
example, you might find through interviews that customers value the restaurant's
commitment to sustainability and ethical sourcing practices, which influences their
perception of food quality.
• So, qualitative data enriches your understanding by providing explanations and
insights that quantitative data alone may not capture. It gives you a deeper
understanding of the reasons behind customer satisfaction and helps you make more
informed decisions.
• Qualitative data often includes direct quotes or anecdotes from
customers. For instance, during interviews, a customer might say, "I
love that the restaurant uses locally sourced ingredients because it
makes me feel like I'm supporting local farmers and getting fresher
food." This quote gives a human touch to the research findings,
allowing you to connect with the experiences and perspectives of
individual customers.
• Overall, qualitative data adds a human element to your research,
helping you understand the emotions, motivations, and experiences
behind the numbers. It allows you to see the people behind the data
and gain deeper insights into their perspectives.
 PRACTICAL RESEARCH I
II. Difference:
Qualitative Research
versus Quantitative
Research
QUALITATIVE QUANTITATIVE
It aims to create new theory based on the The purpose is

gathered data. A fact-finding research used
Objective to gain understanding of individual differe
nces
in terms of feelings and experiences.
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to test a hypothesis or theory.
Measures problem using rating scale and
other research parameters of group
similarities.

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AIMS TO CREATE NEW THEORY BASED ON TH
E GATHERED DATA
:
• In simple words, in qualitative research, people try to
understand things deeply without already deciding what
they'll find. They collect lots of detailed information and
look for patterns or new ideas in it. This helps them
come up with new theories or improve the ones we
already have.
FACT-FINDING RESEARCH USED TO GAIN UNDERSTANDING OF
INDIVIDUAL DIFFERENCES IN TERMS OF FEELINGS AND EXPE
RIENCES

• Qualitative research is like detective work to understand how

people feel and what they experience. Researchers want to
know how different people see and feel things, like happiness
or sadness, and what makes them different from each other.
By learning about these differences, researchers can
understand their topic better.
THE PURPOSE IS TO TEST A HYPOTHESIS
OR THEORY
• In quantitative research, the primary aim is to test hypotheses or theories by
collecting and analyzing numerical data. Researchers formulate specific
hypotheses based on existing theories or observations, and then design
studies to collect data that can either support or refute these hypotheses.
Quantitative research often involves statistical analysis to determine the
relationships between variables and to make generalizations about
populations.
MEASURES PROBLEM USING RATING SCALE A
ND OTHER RESEARCH PARAMETERS OF GROU
P SIMILARITIES
• Quantitative research typically involves the use of structured
instruments, such as surveys or experiments, to collect data in a
standardized manner. This data is often numerical and can be
analyzed using statistical techniques to identify patterns,
correlations, or differences between groups. Rating scales and other
research parameters are used to quantify variables (analyze the
relationship) and measure similarities or differences among groups.
"UNDERSTANDING THE IMPACT OF SOCIAL
MEDIA USAGE ON TEENAGERS' MENTAL
HEALTH."
• Qualitative Research: A researcher conducts in-depth interviews
with a diverse group of teenagers to explore their experiences with
social media and how it affects their mental health. Through these
interviews, the researcher uncovers various themes such as feelings of
anxiety, pressure to fit in, and comparisons with others. Based on
these findings, the researcher develops a new framework for
understanding the complex relationship between social media usage
and teenage mental health.
"UNDERSTANDING THE IMPACT OF SOCIAL
MEDIA USAGE ON TEENAGERS' MENTAL
HEALTH."
• Quantitative Research: Another researcher conducts a survey with a large
sample of teenagers, asking them to rate their frequency of social media use
and their levels of anxiety and depression. The researcher then analyzes the
data using statistical techniques to identify correlations between social
media usage and mental health outcomes. The results show that higher
levels of social media use are associated with increased symptoms of
anxiety and depression among teenagers.
 -natural setting (researchers observe and

practical Research I
study phenomena without manipulation)
-making stories out of a certain
phenomenon. (understanding and
DATA interpreting experiences
-Uses pictures, words, sentences,
Description paragraphs, compositions, narrations and
short stories

Thesis Defense
Qualitative

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DATA •Controlled Environment: In quantitative research, scientists

practical Research I
often do their experiments in places where they can control
everything, like a lab. This way, they can make sure nothing
Description outside the experiment messes with their results.
•Manipulating Variables: Researchers change things on
purpose in their experiments to see what happens. For example,
Quantitative they might give one group of people a certain medicine dose
and another group a different dose to see which one works
-measurement setting better.
•Measuring Outcomes Precisely: In quantitative research,
-performs measures out of a certain
scientists measure things very precisely using tools like scales
phenomenon. or rulers. They use specific methods to collect data and turn it
- Uses numbers, scales, hypotheses, into numbers. This helps them understand how things are
calculations, computations and related in a very detailed way.
statistics tools.

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 PRACTICAL RESEARCH I
Qualitative Small judgment (by Quantitative Large sample represent
Method Method
decision) sampling atives
of population

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Sample Size
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SMALL JUDGMENT SAMPLING:
• This means selecting a small group of participants based on a researcher's judgment or
decision about who would be most relevant or informative for the study. It's not about
randomly choosing participants, but rather deliberately selecting individuals who are
thought to represent key characteristics or viewpoints related to the research question.
• For example, if a researcher is studying the experiences of successful entrepreneurs,
they might use judgment sampling to select a small number of highly successful
entrepreneurs whose insights they believe will provide valuable insights into the topic.
REPRESENTATIVES OF POPULATION:

• Selecting a large group of participants for a study. Instead of handpicking individuals.

(accurately represents the broader population being studied.)
• Researchers strive to ensure that the individuals included in the sample are representative of the
larger population they are studying. This means that the characteristics of the sample closely
mirror those of the population in terms of demographics, traits, or other relevant factors.
• For example, if a researcher wants to study the attitudes of adults in a particular country
towards a social issue, they might use large-scale random sampling to select a diverse group of
adults from different regions, age groups, and socioeconomic backgrounds to ensure that the
sample represents the population accurately.
 Prepared by: Ma’am Joselle 
Prepared by Ma’am Joselle

Data Gathering

Thesis Defense
Qualitative Research & Quantitative Research

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 Unstructured or semi structured

Qualitative Research
(flexible processes)

It allow researchers to adapt to the

context of the study and the responses
of participants. They facilitate a more
natural and conversational interaction,
which can lead to richer and more
nuanced data.
Uses interviews, participant observation,
group discussions. Ex: Case Study, field
research

Data Gathering
1. What was your experiences during quarantine period on the
COVID-19 pandemic? How did you handle the situation
caused by the pandemic?
Open ended Question 2. Was the support of the National and Local Government
enough for your basic needs? Did they conduct evaluation
for those who were affected?

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 Standardized / Structured

Quantitative Research
In a standardized approach, there is a high
level of consistency and uniformity in how
data is collected. This means that the
procedures, questions, and instruments used
to gather data are the same for all
participants or cases. While structured
means having a clear plan and following a
set pattern while allowing for a little
flexibility within that plan.

Uses census, survey questionnaire,

checklist, paperpencil test and
experimentation.

Data Gathering
1. Do you agree on online modality class in transitioning the
new normal of education?
a. Strongly agree
Close ended Question b. Agree
c. Disagree
d. Strongly disagree

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 Quantitative Research
(Activities)
The researcher starts with the observations,
an open mind without biases, gathering all
exact details of the topic and generalization
or new theory is given towards the end of
the research process.
- The researcher starts by observing
without biases, gathers all the details, and
then develops a general idea or theory
based on what they've learned.
Qualitative Research
(Activities)
Starts from a hypothesis or already created
theory emphasizing the previously
researched phenomenon from different
views (tested against observations).
- This approach begins with an existing
hypothesis or theory, explores a
phenomenon from multiple perspectives,
and tests the validity of the hypothesis or
theory through observations and empirical
evidence.
 Data discussions and Presentation
Data discussions and Presentation

Uses both Inductive and Deductive

Inductive Method or "Bottom-Up": In the inductive approach, the researcher starts

with specific observations or data points and then works their way up to general
conclusions or theories. It's like building up from the ground level to understand the
bigger picture.

Qualitative & Quantitative Research

Deductive or "Top-Down": In the deductive approach, the researcher begins with
general theories or hypotheses and then tests them against specific observations or
data points. It's like starting from the top with a broad idea and then narrowing down
to see if it holds true in specific cases.
researchers can use both inductive and deductive approaches, and they're not exclusive
to each other. They can switch between them depending on how they want to approach
their research question or analyze their data.

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 Qualitative Research
Data Analysis
Data Analysis
• Synthesize data, interpret, thematic.
• Subjective Data
• Analysis is influenced by the personal
experiences and views.
So, when researchers synthesize and
interpret data thematically, their analysis
can be subjective because it's influenced by

Thesis Defense
their own personal experiences and views.

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Data Analysis
Statistical:
This refers to using mathematical
methods to analyze data. In research,
statistical analysis involves techniques
like calculating averages, measuring
correlations, or conducting tests to see
if differences between groups are
significant. It's a way of making sense
of data by applying mathematical rules
and formulas.
Objective:
Being objective means being
impartial or unbiased. In research,
being objective means that the
researcher tries to approach the study
without letting personal feelings,
opinions, or biases influence their
analysis or conclusions. They strive
to be neutral and fair in their
interpretations.
Quantitative Research
The Researcher Employs
Standard Criteria in Analyzing
Data:
This means that the researcher uses
established guidelines or rules when
analyzing data. They follow standard
procedures and methods that are
Thesis Defense
widely accepted in their field of study.
By using standard criteria, researchers
ensure that their analysis is rigorous
and consistent, making their findings
more credible and reliable.
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 Qualitative Research
Outcome
Cultivates understanding with
high validity. There are no
conclusions formulated.

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 Quantitative Research
Outcome

Endorse a development. Has high

output replicability. Conclusion is
formulated towards the end of the
research process.

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 Research
Similarities: Qualitative
Research and Quantitative
Research
01 Both have the process of inquiry and investigation.
Both improve life and help us in understanding various
02 issues of life and in giving solutions to our problems

03 Both start with a problem and end with a new problem.

04 Both use textual forms in analyzing and interpretation of

data.

05 Both use inductive and deductive methods of presenting

data.

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