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2. Qualitative research
 is empirical research where the data are not
in the form of numbers.
 an array of interpretive techniques which seek
to describe, decode, translate in terms of
meaning not the frequency.
 aims to achieve an in-depth understanding of
a situation.
 is exploratory and seeks to explain ‘how’ and
‘why’ a particular phenomenon or behavior.

3. Quantitative research
 templates are objective, elaborate and many a
times, are investigational in nature. The results
achieved from the research method are logical,
statistical and unbiased.
 attempts precise measurement of some
behavior, knowledge, opinion or attitude
 operationalization of variables.
Question: How do annual incomes of university graduates 15 years
after graduation depend on academic achievement in university?
 Y = current income
 X = average grade
 i = graduate student
 j = university

4. Quantitative data is information about quantities;
that is, information that can be measured and
written down with numbers.
ex. Height, shoe size, length of your
fingernails,
Qualitative data is information about qualities;
information that can’t actually be measured.
ex. Softness of your skin, the grace with
which you run, and the color of your eye.
However, try telling photoshop you can’t measure
color with numbers.

5.  The age of your car. (Quantitative)
 The number of hairs on your knuckle.
(Quantitative)
 The softness of a cat. (Qualitative)
 The color of the sky. (Qualitative)
 The number of pennies in your pocket.
(Quantitative)

6. QUALITATIVE
vs.
QUANTITATIVE RESEARCH

8. Criteria Qualitative
research
Quantitative
research
Purpose
To understand &
interpret social
interactions.
To test hypotheses,
look at cause &
effect, and make
predictions.
Variables
Study of the whole,
not variables.
Study of the whole,
not variables.
Type of Data
Collected
Words, images, or
objects.
Numbers and
statistics.
Form of Data
Collected
Qualitative data such
as open- ended
responses,
interviews,
participant
Quantitative data
based on precise
measurements using
structured &
validated data-

9. Criteria Qualitative Research
Quantitative
Research
Type of Data Analysis
Identify patterns,
features, themes.
Identify statistical
relationships.
Role of Researcher
Researcher & their
biases may be known to
participants in the study,
& participant
characteristics may be
known to the researcher.
Researcher & their
biases are not known to
participants in the study,
& participant
characteristics are
deliberately hidden from
the researcher (double
blind studies).
Most Common
Research Objectives
Explore, discover, &
construct.
Describe, explain, &
predict.

10. Criteria
Qualitative
research
Quantitative
research
Final Report Narrative report with
contextual
description & direct
quotations from
research
participants.
Statistical report with
correlations,
comparisons of
means, & statistical
significance of
findings.