Research Quantitative research refers to the systematic empirical investigation of social phenomena via statistical, mathematical or numerical data or computational techniques.
Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts.
Quantitative Vs Qualitative
Research
Qualitative Research
Quantitative Research
Objective / purpose
✔ To gain an
understanding of
underlying reasons and motivations
✔ To provide insights into the setting of a problem, generating ideas and/or hypotheses for later
quantitative research
✔ To uncover prevalent trends in thought and
opinion
✔ To quantify data and generalize results from a sample to the population of interest
✔ To measure the
incidence of various views and opinions in a chosen Sample
✔ Sometimes followed by qualitative research which is used to explore some findings further
Quantitative Vs Qualitative
Research. Cout….
Qualitative Research
Quantitative Research
Sample
Usually a small number of non-representative cases. Respondents selected to fulfil a given quota.
Usually a large number of cases representing the population of interest. Randomly selected
respondents.
Data collection
Unstructured or semi
structured techniques e.g. individual depth interviews or group discussions.
Structured techniques such as online questionnaires, on-street or telephone interviews.
Data analysis
Non-statistical.
Statistical data is usually in the form of tabulations (tabs). Findings are
conclusive and usually descriptive in nature.
Quantitative Vs Qualitative
Research. Cout….
Qualitative Research
Quantitative Research
Outcome
✔ Exploratory and/or
investigative. Findings are not conclusive and cannot be used to make
generalizations about the population of interest. ✔ Develop an initial
understanding and sound base for further decision making.
Used to recommend a final course of action.
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