Qualitative Versus Quantitative Research

QUALITATIVE
VERSUS
QUANTITATIVE
RESEARCH
Comparison of features of Quantitative and
Qualitative approaches to research
Quantitative Qualitative
Both are systematic in their approach
Objective Subjective
Deductive - tests theory Inductive - generates theory
Generalisable Not generalisable
Numbers Words
Definitions
 Quantitative research is: "a formal,
objective, systematic process in which
numerical data are utilized to obtain
information about the world“. (Burns and
Grove cited by Cormack 1991 p 140).
 Qualitative research involves analysis
of data such as words (e.g., from
interviews), pictures (e.g., video), or
objects (e.g., an artifact).
Example
Consider a study being undertaken into waiting
times in the Accident & Emergency (A&E)
Department of a hospital.
How do patients feel about
How long do people wait?
their waiting time?
Contact with the patients:
Counting the number of
register the patients non-verbal
individuals waiting for a
behaviour as well as document
desired time period
the response
Measurement of subjects and judgments about the way they
time periods answered their questions
Accident & Emergency (A&E) Department
Test a hypothesis/theory Generate a theory
"patients who experience an
" Patients attending this excessive wait to be seen
A&E department do not wait by the doctor experience an
for more than one hour to enlargement of the
be seen by a doctor". symptoms that brought
them to the department"
Waiting time Feelings of patients
Introduction to Research students

Test a hypothesis/theory Generate a theory
“Students who have taken
" This course is designed to
this course are adequately
prepare students for
prepared to carry out
practical scientific research"
scientific research"
 Quantitative designs of research tend to produce results
that can be generalized.
Using our A&E example, we should find that, at least for
the department under consideration, the results of the
quantitative study tend to hold true. Providing, of course,
that the research was conducted in an appropriate
manner using appropriate sampling techniques.
 However, qualitative studies tend to produce results that

are less easy to generalise.
This has to do with the problem of the sample used at the
time. We all know, for example, that our feelings about
waiting can change dependent on our particular set of
circumstances. Even if the researcher encountered the
same group of clients on another day, they may find
different results. Generally, it is difficult to generalize with
qualitative results.
Qualitative Quantitative
"There's no such thing as qualitative data.
"All research ultimately has a qualitative grounding"
Everything is either 1 or 0"
- Donald Campbell
- Fred Kerlinger
The aim is to classify features, count them, and

The aim is a complete, detailed description. construct statistical models in an attempt to explain
what is observed.
Researcher may only know roughly in advance what Researcher knows clearly in advance what he/she is
he/she is looking for. looking for.
Recommended during earlier phases of research Recommended during latter phases of research
projects. projects.
All aspects of the study are carefully designed before
The design emerges as the study unfolds.
data is collected.
Researcher uses tools, such as questionnaires or

Researcher is the data gathering instrument.
equipment to collect numerical data.
Data is in the form of words, pictures or objects. Data is in the form of numbers and statistics.
Subjective - individuals’ interpretation of events is Objective – seeks precise measurement & analysis of
important ,e.g., uses participant observation, in-depth target concepts, e.g., uses surveys, questionnaires
interviews etc. etc.
Qualitative data is more 'rich', time consuming, and Quantitative data is more efficient, able to test
less able to be generalized. hypotheses, but may miss contextual detail.
Researcher tends to become subjectively immersed in Researcher tends to remain objectively separated from
the subject matter. the subject matter.
Types of Quantitative Research
Descriptive research involves collecting data in order to test
hypotheses or answer questions concerning the current status
Descriptive of the subjects of the study. It determines and reports the way
things are.
Correlational research attempts to determine whether and to
what degree a relationship exists between two or more
Correlational quantifiable variables. However, it never establishes a cause-
effect relationship. The relationship is expressed by correlation
coefficient, which is a number between .00 and 1.00.
Causal-comparative research: establishes the cause-effect
Cause-
relationship, compares the relationship, but the cause is not
comparative manipulated, such as "gender."
Experimental research establishes the cause-effect relationship
and does the comparison, but the cause is manipulated. The
Experimental cause, independent variable makes the difference. The effect,
dependent variable is dependent on the independent variable.
Before Conducting a Quantitative Research
 Research plan: Research plan must be completed before a study is
begun. Why?
The plan makes a researcher to think;
A written plan facilitates evaluation of the proposed study;
The plan provides a guide for conducting the study.
 Components of a Research Plan :

Introduction: It includes a statement of the problem, a review of related literature,
and a statement of the hypothesis.
Method: This part includes subjects, instruments-- materials if appropriate, design
procedure.
Data analysis: A description of the statistical technique or techniques that will be
sued to analyze study data.
Time schedule: The time schedule is equally important for both beginning
researchers working on the thesis or dissertation and for experienced researchers
working under the deadlines of a research grant or contract. It basically includes a
listing of major activities or phases of the proposed study and a corresponding
expected completion time for each activity.
Budget: It should list all tentative expenses specifically and submitted to funding
agency. It includes such items as personnel, clerical assistance, travel and postage
and other expenses, equipment, and fringe benefits etc.
Main Types of Qualitative Research
Attempts to shed light on a phenomena by studying indepth a
Case study single case example of the phenomena. The case can be an
individual person, an event, a group, or an institution.
Theory is developed inductively from a corpus of data
Grounded theory acquired by a participant-observer.
Describes the structures of experience as they present

Phenomenology themselves to consciousness, without recourse to theory,
deduction, or assumptions from other disciplines
Focuses on the sociology of meaning through close field

Ethnography observation of sociocultural phenomena. Typically, the
ethnographer focuses on a community.
Systematic collection and objective evaluation of data related

to past occurrences in order to test hypotheses concerning
Historical causes, effects, or trends of these events that may help to
explain present events and anticipate future events. (Gay,
1996)
Main Types of Qualitative Data
Collection & Analysis
 "Those who are not familiar with qualitative methodology
may be surprised by the sheer volume of data and the
detailed level of analysis that results even when research is
confined to a small number of subjects" (Myers, 2002).

 There are three main methods of data collection:
 Interactive interviewing - People asked to verbally described their
experiences of phenomenon.
 Written descriptions by participants - People asked to write
descriptions of their experiences of phenomenon.
 Observation - Descriptive observations of verbal and non-verbal
behavior.
Miles & Huberman (1994, p. 40). Qualitative Data Analysis
Myers, M. (2000). Qualitative research and the generalizability

question: Standing firm with Proteus. The Qualitative Report, 4(3/4).
http://www.nova.edu/ssss/QR/QR4-3/myers.html

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QUALITATIVE

Both are systematic in their approach

Deductive - tests theory Inductive - generates theory

Generalisable Not generalisable

Introduction to Research students

 However, qualitative studies tend to produce results that

The aim is to classify features, count them, and

Researcher uses tools, such as questionnaires or

 Components of a Research Plan :

Describes the structures of experience as they present

Focuses on the sociology of meaning through close field

Systematic collection and objective evaluation of data related

Myers, M. (2000). Qualitative research and the generalizability

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