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Qualitative vs. Quantitative Research Methods

Qualitative Research

❶With online survey tools becoming more available with advanced features, more researchers are adopting web-based survey collection for quantitative research.

Quantitative Research

How to Do a Quantitative Research Questionnaire
Why Companies Use Quantitative Research
How to structure quantitative research questions

How many dogs do you have? How many times have you used the services of a dog kennel in the past three years? On a scale of 1 to 10, how important is value to you? On a scale of 1 to 10, how important is your dog's comfort when staying at a kennel? How would you rate the importance of a kennel's cleanliness? How many times per day do you exercise your dog? How much are you willing to pay per day for a topnotch kennel with indoor and fresh-air facilities, multiple daily exercise activities, certified staff and medical care?

Types of Quantitative Research Surveys When you think of participating in a survey, what comes to mind? Test Its Validity Although the data collected from social research is not percent reliable, it should result in helpful averages or estimates and insight into your market. References Center for Innovation in Research and Teaching: Reliability and Validity The Hartford: Quantitative Verses Qualitative Business Research.

About the Author Lorna Hordos is a home-flipping business owner and freelance writer. Photo Credits Digital Vision. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity. For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies. Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent nor can generalizations be made to a wider context than the one studied with any confidence.

The time required for data collection, analysis and interpretation are lengthy. Analysis of qualitative data is difficult and expert knowledge of an area is necessary to try to interpret qualitative data, and great care must be taken when doing so, for example, if looking for symptoms of mental illness. Because of close researcher involvement, the researcher gains an insider's view of the field. This allows the researcher to find issues that are often missed such as subtleties and complexities by the scientific, more positivistic inquiries.

Qualitative descriptions can play the important role of suggesting possible relationships, causes, effects and dynamic processes. Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports in order to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

Quantitative research gathers data in a numerical form which can be put into categories, or in rank order, or measured in units of measurement. This type of data can be used to construct graphs and tables of raw data. Research is used to test a theory and ultimately support or reject it. Experiments typically yield quantitative data, as they are concerned with measuring things. However, other research methods, such as controlled observations and questionnaires can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories e. Experimental methods limit the possible ways in which a research participant can react to and express appropriate social behavior.

Findings are therefore likely to be context-bound and simply a reflection of the assumptions which the researcher brings to the investigation. Statistics help us turn quantitative data into useful information to help with decision making. We can use statistics to summarise our data, describing patterns, relationships, and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us to summarise our data whereas inferential statistics are used to identify statistically significant differences between groups of data such as intervention and control groups in a randomised control study. Quantitative experiments do not take place in natural settings.

In addition, they do not allow participants to explain their choices or the meaning of the questions may have for those participants Carr, Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation Black, Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small scale quantitative studies may be less reliable because of the low quantity of data Denscombe, However, how the dependent variable is written out in a research question and what you call it are often two different things.

In the examples below, we have illustrated the name of the dependent variable and highlighted how it would be written out in the blue text. The first two examples highlight that while the name of the dependent variable is the same, namely daily calorific intake , the way that this dependent variable is written out differs in each case. All descriptive research questions have at least one group , but can have multiple groups. You need to identify this group s.

In the examples below, we have identified the group s in the green text. The examples illustrate the difference between the use of a single group e. Sometimes it makes more sense for the dependent variable to appear before the group s you are interested in, but sometimes it is the opposite way around.

The following examples illustrate this, with the group s in green text and the dependent variable in blue text:. Sometimes, the dependent variable needs to be broken into two parts around the group s you are interested in so that the research question flows. Again, the group s are in green text and the dependent variable is in blue text:. Of course, you could choose to restructure the question above so that you do not have to split the dependent variable into two parts.

How many calories are consumed per day by American men and women? When deciding whether the dependent variable or group s should be included first or last, and whether the dependent variable should be broken into two parts, the main thing you need to think about is flow: Does the question flow? Is it easy to read? Sometimes the name of the dependent variable provides all the explanation we need to know what we are trying to measure.

Take the following examples:. In the first example, the dependent variable is daily calorific intake i. Clearly, this descriptive research question is asking us to measure the number of calories American men and women consume per day. In the second example, the dependent variable is Facebook usage per week. Again, the name of this dependent variable makes it easy for us to understand that we are trying to measure the often i. However, sometimes a descriptive research question is not simply interested in measuring the dependent variable in its entirety, but a particular component of the dependent variable.

Take the following examples in red text:. In the first example, the research question is not simply interested in the daily calorific intake of American men and women, but what percentage of these American men and women exceeded their daily calorific allowance. So the dependent variable is still daily calorific intake, but the research question aims to understand a particular component of that dependent variable i.

In the second example, the research question is not only interested in what the factors influencing career choices are, but which of these factors are the most important. Therefore, when you think about constructing your descriptive research question, make sure you have included any words that provide greater context to your question.


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Quantitative Research Definition: Quantitative research, in marketing, is a stimulating and highly educational technique to gather information from existing and potential customers using sampling methods and sending out online surveys, online polls, questionnaires etc., the results of which can be.

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The data collected from a quantitative research questionnaire is useful in various ways. For starters, it can estimate how much interest there is in your product or service, how many people know about your service and how often consumers purchase a .

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A research hypothesis is a tentative answer to a research problem expressed in the form of a clearly stated relation between independent (‘cause’) . However, other research methods, such as controlled observations and questionnaires can produce both quantitative information. For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

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I just creating a questionnaire about relationship between two variables for quantitative research. Is the questionnaire parted by each variable or . Qualitative vs Quantitative Research Snap Survey Software is the ideal quantitative research tool where structured techniques; large numbers of respondents and descriptive findings are required. Take a look at the survey software features that will help you gather and analyze quantitative data.