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QUALITATIVE

AND
QUANTITATIVE
RESEARCH

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Research methods are divided
broadly into Qualitative and
Quantitative research.
QUALI VS QUANTI
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Definition Definition

-a systematic, subjective -a formal, objective,


approach used to describe systematic process for
life experiences and give obtaining information
them meaning about the world.
QUANTI VS QUALI
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Goals Goals

-to gain insight; explore the -to test relationships, describe,


richness and complexity examine cause and effect
inherent in the phenomenon. relations

-seeks to explore, explain, and -seeks to confirm a hypothesis


understand some phenomena- about some phenomena-
what? And why? what? And how many?
As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Soft science Hard science


As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Basis of knowing: Basis of knowing:


meaning and cause and effect
discovery relationship
As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Develops theory Tests theory


As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Shared interpretation Controlled


interpretation
As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Method: less Method: highly


structured, data structured, data
gathered through gathered through the
interviews, use of tools,
observations, content equipment,
analysis, etc questionnaires, etc
As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Asks open-ended Asks close-ended


questions in an effort questions that give
to explore quantifiable answers
As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Data provided as a Data is in form of


narrative, pictures, or numbers and
objects statistical results
As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Basic element of Basic element of


analysis: word analysis: number
As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Individual Statistical analysis


interpretation
As a research paradigm:
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Characteristics Characteristics

Results may be Results are


presented subjectively, documented using
may reveal biases, objective language.
values or experiences
that impact how the
results are interpreted
FREE ICE CREAM SCENARIO…
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
R: “WHAT DID YOU FEEL R: “ONLY ONE IN 30 TOOK THE
WHEN YOU SAW THE FREE ICE FREE ICE CREAM.”
CREAM?” INTERESTING!

RESPONDENT: “EXCITED. A
LITTLE SCARED.”

R: “AND WHY WAS THAT?”

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