What is qualitative research?

 Qualitative research is a process of naturalistic inquiry that seeks in-depth understanding of

social phenomena within their natural setting.
 Rather than by logical and statistical procedures, qualitative researchers use multiple
systems of inquiry for the study of human phenomena including biography, case study,
historical analysis, discourse analysis, ethnography, grounded theory and phenomenology.
 The three major focus areas are individuals, societies and cultures, and language and
communication.
 Qualitative research is defined as a market research method that focuses on obtaining data
through open-ended and conversational communication.

The following are the qualitative research methods that are frequently used:

1. One-on-One Interview: Conducting in-depth interviews is one of the most common qualitative
research methods. It is a personal interview that is carried out with one respondent at a time.
This is purely a conversational method and invites opportunities to get details in depth from the
respondent.

2. Focus groups: A focus group is also one of the commonly used qualitative research methods,
used in data collection. A focus group usually includes a limited number of respondents (6-10)
from within your target market.

3. Ethnographic research: Ethnographic research is the most in-depth observational method

that studies people in their naturally occurring environment.

4. Record keeping: This method makes use of the already existing reliable documents and
similar sources of information as the data source. This data can be used in a new research.
This is similar to going to a library. There one can go over books and other reference material
to collect relevant data that can likely be used in the research.

5. Process of observation: Qualitative Observation is a process of research that uses subjective

methodologies to gather systematic information or data. Since, the focus on qualitative
observation is the research process of using subjective methodologies to gather information or
data. The qualitative observation is primarily used to equate quality differences.

Quantitative Research Definition:

 Quantitative research, is defined as a the systematic investigation of phenomena by
gathering quantifiable data and performing statistical, mathematical or computational
techniques.
 Quantitative research gathers information from existing and potential customers using
sampling methods and sending out online surveys, online polls, questionnaires etc., the
results of which can be depicted in the form of numericals.
What is the difference between qualitative and quantitative
research?
Most simply put, quantitative research is concerned with measurement and numbers, while qualitative
research is concerned with understanding and words. Qualitative methods allow the researcher to
study selected issues in depth and detail without being constrained by pre-determined categories of
analysis. Quantitative methods require the use of standardized measures in order to fit the different
perspectives and experiences of people into a limited number of predetermined response categories
to which numbers are assigned.

Its main characteristics are: (QUANTITATIVE RESEARCH)

 The data is usually gathered using structured research instruments.

 The results are based on larger sample sizes that are representative of the population.
 The research study can usually be replicated or repeated, given its high reliability.
 Researcher has a clearly defined research question to which objective answers are sought.
 All aspects of the study are carefully designed before data is collected.
 Data are in the form of numbers and statistics, often arranged in tables, charts, figures, or
other non-textual forms.
 Project can be used to generalize concepts more widely, predict future results, or investigate
causal relationships.
 Researcher uses tools, such as questionnaires or computer software, to collect numerical
data.
The overarching aim of a quantitative research study is to classify features, count them, and
construct statistical models in an attempt to explain what is observed.

Things to keep in mind when reporting the results of a study using quantitative methods:

1. Explain the data collected and their statistical treatment as well as all relevant results in
relation to the research problem you are investigating. Interpretation of results is not
appropriate in this section.
2. Report unanticipated events that occurred during your data collection. Explain how the
actual analysis differs from the planned analysis. Explain your handling of missing data and
why any missing data does not undermine the validity of your analysis.
3. Explain the techniques you used to "clean" your data set.
4. Choose a minimally sufficient statistical procedure; provide a rationale for its use and a
reference for it. Specify any computer programs used.
5. Describe the assumptions for each procedure and the steps you took to ensure that they
were not violated.
6. When using inferential statistics, provide the descriptive statistics, confidence intervals,
and sample sizes for each variable as well as the value of the test statistic, its direction, the
degrees of freedom, and the significance level [report the actual p value].
7. Avoid inferring causality, particularly in nonrandomized designs or without further
experimentation.
 8. Use tables to provide exact values; use figures to convey global effects. Keep figures small
in size; include graphic representations of confidence intervals whenever possible.
9. Always tell the reader what to look for in tables and figures.

Attributes Qualitative Research Methods Quantitative Research Methods

This research method focuses on Quantitative research method focuses
Analytical
to describe individual experiences on describing the characteristics of a
objectives
and beliefs. population.
Types of
questions Open ended questions Closed ended questions
asked
Use semi-structured methods such
Data Use highly structured methods such as
as in-depth interviews, focus
collection structured observation
groups, and participant
Instrument using questionnaires and surveys
observation
Form of data
Descriptive data Numerical data
produced
Participant responses affect how Participant responses do not influence or
Degree of
and which questions researchers determine how and which questions
flexibility
ask next researchers ask next

The most common sources of quantitative data include:

 Surveys, whether conducted online, by phone or in person. These rely on the same questions being
asked in the same way to a large number of people;
 Observations, which may either involve counting the number of times that a particular phenomenon
occurs, such as how often a particular word is used in interviews, or coding observational data to
translate it into numbers; and
 Secondary data, such as company accounts.
 BASIS FOR QUALITATIVE
QUANTITATIVE RESEARCH
COMPARISON RESEARCH

Meaning Qualitative research is a Quantitative research is a research

method of inquiry that
develops understanding on
human and social sciences, to
find the way people think and
feel.
method that is used to generate
numerical data and hard facts, by
employing statistical, logical and
mathematical technique.

Nature Holistic Particularistic

Approach Subjective Objective

Research type Exploratory Conclusive

Reasoning Inductive Deductive

Sampling Purposive Random

Data Verbal Measurable

Inquiry Process-oriented Result-oriented

Hypothesis Generated Tested

Elements of Words, pictures and objects Numerical data

analysis

Objective To explore and discover ideas To examine cause and effect

used in the ongoing processes. relationship between variables.

Methods Non-structured techniques like Structured techniques such as

In-depth interviews, group surveys, questionnaires and
discussions etc. observations.

Result Develops initial understanding Recommends final course of action

 Type of Test Use

Correlational: these tests look for an association between variables

Tests for the strength of the association between two continuous

Pearson Correlation
variables

Tests for the strength of the association between two ordinal

Spearman Correlation
variables (does not rely on the assumption of normally distributed d

Tests for the strength of the association between two categorical

Chi-Square
variables

Comparison of Means: these tests look for the difference between the means of variables

Tests for the difference between two variables from the same
Paired T-Test
population (e.g., a pre- and posttest score)

Tests for the difference between the same variable from different
Independent T-Test
populations (e.g., comparing boys to girls)

Tests for the difference between group means after any other

ANOVA variance in the outcome variable is accounted for

(e.g., controlling for sex, income, or age)

Regression: these tests assess if change in one variable predicts change in another variable

Tests how change in the predictor variable predicts the level of

Simple Regression
change in the outcome variable

Tests how changes in the combination of two or more predictor

Multiple Regression
variables predict the level of change in the outcome variable

Non-Parametric: these tests are used when the data does not meet the assumptions

required for parametric tests

 Tests for the difference between two independent variables;
Wilcoxon Rank-Sum Test
takes into account magnitude and direction of difference

Tests for the difference between two related variables; takes into
Wilcoxon Sign-Rank Test
account the magnitude and direction of difference

Tests if two related variables are different; ignores the magnitude

Sign Test
of change—only takes into account direction