Quantitative research deals with statistics and numbers, whereas qualitative research depends on the meaning of the human perspective. For collecting and analysing data, knowledge of both types of research is important.
What is Quantitative Research?
Quantitative research is associated with numerical data or data that can be measured. It is used to study a large group of the population. The information is gathered by performing statistical, mathematical, or computational techniques.
Key aspects of quantitative research include:
- Collects data that can be in the form of a number and is measured.
- Follows a structured process to:
- Formulate hypotheses
- Design methodologies
- Test assumptions
- Draw valid conclusions
- Surveys, structured observations, and experiments are used as tools.
- Results are generalized to a broader population.
What is Qualitative Research?
Qualitative research is a type of scientific research where a researcher collects evidence to seek answers to a research question. It is associated with studying human behavior from an informative perspective. It aims at obtaining in-depth details of the problem.
Key aspects of qualitative research include:
- Collects both types of data, such as descriptive and non-numerical data, such as opinions, experiences, and observations.
- Open-ended research questions are answered.
- Flexible methods are used, such as:
- Participant observation
- Focus groups
- Unstructured interviews
- Applied to research designs like grounded theory, narrative studies, case studies, or auto-ethnographies
- Findings provide patterns, themes, and personal perspectives
Characteristics of Quantitative Research
There are some defining features of qualitative research that make it stand out. These characteristics are usually present regardless of the design of the research.
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Purpose & Theory
- Builds something upon existing theories.
- Answer the research questions or hypotheses.
- Based on positivist or post-positivist research paradigms.
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Research Design
- Experimental, quasi-experimental, descriptive, or relationship-based.
- Based on a structured and systematic process.
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Sampling & Data Collection
- Probability sampling methods are used to generalize findings.
- Structured methods are used, such as:
- Surveys and questionnaires
- Structured interviews
- Structured observations
- Laboratory results
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Data Analysis & Presentation
- Statistical tools and techniques to test reliability.
- Presents results in the form of charts, graphs, tables, and numerical statements.
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Outcomes & Applications
- Gives measurable, objective results.
- The conclusion is supported with data and analysis.
- Gives recommendations for future research
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Characteristics of Qualitative Research
Qualitative research includes experiences and patterns rather than numbers. The following are its main characteristics:
1. Purpose & Theory
- Research questions often evolve during the study (emergent design).
- Existing theories are used to generate new research.
- Involves Constructivism, critical theory, or interpretivism.
2. Research Design
- Follow the following approaches such as:
- Phenomenological research
- Narrative-based research
- Grounded theory
- Ethnography
- Case studies
- Auto-ethnography
- Research design depends upon how the data is analyzed and interpreted.
3. Sampling & Data Collection
- Theoretical sampling is used to gather in-depth information.
- Depends on methods such as:
- Participant observation
- Focus groups
- Unstructured interviews
- Descriptive and context-based data.
4. Data Analysis & Presentation
- An inductive process is used where the researcher interprets data and identifies the patterns and themes.
- Based on confirmability and reliability for credibility.
- Results are presented in the form of narratives, case studies, or sometimes in the form of thematic discussions.
5. Outcomes & Applications
- Tell more about human behavior, experiences, and perceptions.
- Deal with the complex concepts that can’t be measured numerically.
- Generate theories for future research.
When to Use Qualitative and Quantitative Research Models?
The type of method you choose depends on your research aims and objectives.
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Use Quantitative Research when:
- A test is conducted for the hypothesis.
- The goal is to validate an existing theory.
- Numerical data is used to measure the work.
- Results are generalized to a larger population.
- Supervisors or committees accept only statistical evidence.
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Use Qualitative Research when:
- Used to understand human beliefs, experiences, or meanings.
- An in-depth exploration of the questionnaire is required instead of numbers.
- You are dealing with observations, interviews, or case studies.
- The focus is not on measurement; instead, it’s on themes, patterns, and insights.
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Use Mixed Methods when:
- Used for the depth of qualitative insights along with the breadth of quantitative data.
- To confirm findings from one method with another.
- When your research question needs a comprehensive view of the topic.
Note: Choosing the wrong method can damage the authenticity, reliability, and accuracy of your results. So, it is recommended to always align your method with your objectives, research title, and study area.
Limitations of Quantitative and Qualitative Research
| Quantitative Research | Qualitative Research |
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Frequently Asked Questions
Choosing a method depends on the objective of your research. For measurable hypotheses, use quantitative research, and for in-depth insights, use qualitative research.
Yes, you can combine both methods to validate numerical trends.
Because it relies more on human perspective and experiences.
The common tools are SPSS, Excel, and R for statistical testing.
