Choosing the right approach is crucial. We explore in this article the discrepancies, examples, and main features of both methods.
What is qualitative research?
Main definition and characteristics
Qualitative research is a well-used reasearch methodology focused on understanding governing dynamics in a phenomenon by exploring people's experiences, feelings, and considerations. This methodology has a strong empirical potential and is often used to obtain insights into underlying reasons and meanings behind events. Qualitative research focuses on analyzing empirical sets focussing on descriptive analysis and the practice of interviews (especially when they are semi-conducted).
Characteristics of qualitative research
- Use of semi directed interviews and open-ended questions / discussions.
- Promotes wide exploration of experience, personal vision and feelings.
- Focus on non-numerical data, narratives, and interviews.
- Processes based on subjective interpretation.
- Counterbalance of quantitative datas and empirical sets.
Methods of Qualitative Research
Five main features have to explained : (1) interviews, (2) focus groups, (3) observation, (4) case studies, (5) content analysis
Interviews: the aim is to conduct in-depth semi-directed interviews, as a way to explore a human and organizational environment.
Group discussions: this kind of empirical research aims to produce a consensus as a result of a discussion, moderated by a facilitator to gather insights from multiple participants.
Observation: this way is more passive than active, and consist in observing participants and situations to understand underlying dynamics of a phenomenon.
Case studies: this method is one fo the most knows and consist in the detailed examination of a case in using a precise process.
Content analysis: analyzing different king of contents (e.g. text, media, documents, etc.) in order to describe a phenomenon.
Examples of Qualitative Research
- In health sciences, to understand the experience of a new medicine
- In Business sciences, to understand management issues and dynamics
- In marketing, for many purposes.
What is quantitative research?
Main definition and characteristics
Quantitative research is a well-known and well-used methodology aimed at quantifying variables and analyzing statistical relationships between these variables. This methodology is focused on objective measurement and datasets. This scientific approach is often used for testing hypotheses and validating theories and/or models.
Characteristics of quantitative research
- This approach implies to builed structured data collection (e.g. surveys)
- It focuses on objective datasets, such as numerical data and statistical analysis
- The claimed objectivity of this method aims at replicability, and reliability.
Methods of quantitative research
Five main features have to explained : (1) surveys, (2) experiments, (3) longitudinal studies, (4) cross-sectional studies, (5) secondary data analysis
- Surveys: questionnaires to collect data from a large group of respondents, (often with multiple-choice questions).
- Experiments: controlled experiments to observe the effect of changes in a give contexte.
- Longitudinal studies: data collection over an extended period to analyze deep changes.
- Cross-sectional studies: considering a specific population to infer conclusions.
- Secondary data analysis: use of existing datasets, such as census data, to conduct statistical analyses.
Examples of Quantitative Research
- Market studies over a large population
- Social experiment
- Health research, reporting side effects and a statistical analysis on the patient’s experience of a treatment.
Key differences between qualitative and quantitative research
1. Purpose and objectives
Qualitative research: it uses a subjective approach through which social phenomena are investigated. It is the why and how of a subject matter.
Quantitative US or sociological research: It seeks to obtain and measure data in order to prove or disprove hypotheses and establish relationships among the variables. It is the what, where, and when of research.
2. Data collection and analysis
Qualitative research: It concerns the collection of non-numeric data like interviews, narratives, or videos. While the purpose of qualitative analysis is the understanding of the factors and not the measurement, the analysis is mostly forward looking and interpretive.
Quantitative research: It also involves the collection of numerical data making use of questionnaires, experiments, or data from previous research. Analysis of quantitative data is carried out with the assistance of software to reach conclusions.
3. Output and interpretation
Qualitative research: It brings into the bearing descriptive and narrations outcome. The results are usually analyzed in an interpretivist fashion, being relative to the view of the researcher.
Quantitative Research: Results produced pertaining to this category of study are numerical and statistical, with round off results presented in forms of charts, graphs and tables. Conclusions are made from the findings while being statistically representative of a wider section.
When to use qualitative vs. quantitative Research?
The decision between qualitative and quantitative approaches depends on the purpose of the research, the characteristics of the issue, and the requirements for the data needed :
Qualitative Research: when it is meant for a purpose that you need to explore a new topic or generating hypotheses You want to understand the meaning of people’s behaviors and actions better. You seek understanding of intricate issues fully.
Example : One of the examples in the company is a detailed analysis of customer satisfaction. Qualitative research is useful in this case since it involves emotional attachments that may be hard to explain, hence interviews or focus group discussions would be useful.
Quantitative Research: when it is disadvantageous to you for quantifying Measurement or it Is Appropriate to cm on the variable There is a need to test the hypothesis or look at the relationship between the two or more variables.
Example : A researcher wants to measure the effects of the new educational program on the students’ grades. Quantitative research is best performed in a controlled environment.
Conclusion
It is clear that qualitative and quantitative research methods are unique and therefore can be utilized in different situations. Qualitative analysis enables the researcher to get and delve deeper into the context of the information, on the other hand, quantitative methods provide numerical, objective, and broad scope information. Each specific method must be selected adequately to the goals of the study in particular do the researchers need to examine the unexplored aspects clearly.
