Quantitative and

Qualitative Research
Methodology
 Lecture 4: Quantitative and Qualitative
Research Methodology
In this section, you’ll be able to:
• Differentiate quantitative research methodology
and qualitative research methodology
• Recognize that these research methodologies
come from different philosophical perspectives
 Quantitative Research Methodology

 It investigates a social phenomenon using

the tools of statistics and mathematics.
 It often uses objective and quantifiable
measurements gathered through surveys,
questionnaires, and polls and analyzes
data through statistics to draw
conclusions.
 Quantitative Research Methodology

It utilizes relationship of things,

determine cause and effect and
generalize findings from a small
group to the wider research
population (University of Southern
California, 2016).
 Qualitative Research Methodology
It emphasizes looking into meanings,
perspectives, experiences and
processes that are not easily
quantifiable.
The focus is on providing depth and
detail to the phenomenon under
study.
 Qualitative Research Methodology

It shows how reality is socially

constructed and are associated with
meanings (University of Southern
California, 2016).
Philosophical Perspectives Of Qualitative and
Quantitative Research Methodologies
Positivism: The Researcher as a Scientist
Interpretivism: The Researcher as a Detective
Let’s Think About This
After reading the differences of the two methodologies, think of items that concern the
quantitative researcher and the qualitative researcher. List them in the boxes below.
 Qualitative Quantitative
The aim of qualitative analysis is a In quantitative research we classify
complete detailed description. features, count them, and construct
statistical models in an attempt to
explain what is observed.
The design emerges as the study All aspects of the study are carefully
unfolds designed before data is collected.
Researcher is the data gathering Researcher uses tools (questionnaires
instrument. or equipment) to collect data.
Data is in the form of words (interviews), Data is in the form of numbers and
pictures (videos), or objects (artifacts). statistics.

Qualitative data is more rich, time Quantitative data is more efficient, able
consuming, and less able to be to test hypotheses, but may miss
generalized. contextual data.
 Point of Comparison Quantitative Qualitative

Other terms or phrases • Experimental • Naturalistic

associated with the approach • Statistical • Field Research

Key Concepts • Variable • Shared meaning

• Controlled • Understanding
• Statistically significant • Participant perspective

Goals • Test theory • Develop understanding

• Show Relationships • Describe multiple realities
• Predict • Capture naturally occurring
• Statistically describe behavior
• Discover

Design • Structured • Emergent

• Specific • Flexible
Sample Size • Large and randomized • Small and purposeful
 Thank you for
being a captive
audience 