Concept of Qualitative and Quantitative Research Design.pptx

PRESENTATION
QUALITATIVE & QUANTITATIVE RESEARCH METHODS
Sobia Alvi
2nd Semester
M.Phil. Education
Department of Education
Khawaja Fareed University of Engineering & Information Technology (RYK)

TOPIC
CONCEPT OF QUALITATIVE & QUANTITATIVE RESEARCH DESIGN
CONTENT
1. QUANTITATIVE RESEARCH DESIGN
2. QUALITATIVE RESEARCH DESIGN

1. QUANTITATIVE RESEARCH DESIGN
 Definition
 What is Quantitative Research
 Characteristics of Quantitative Research
 Quantitative Research: Key Advantages
 Quantitative Research Methodology
 7 Best Practices to Conduct Quantitative Research
 Basic Research Design for Quantitative Studies
 Strengths of Using Quantitative Methods
 Limitations of Using Quantitative Methods

QUANTITATIVE RESEARCH DESIGN
Definition
Quantitative methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data
collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational
techniques. Quantitative research focuses on gathering numerical data and generalizing it across groups of people or to
explain a particular phenomenon.
What is Quantitative Research?
Quantitative research stands as a powerful research methodology dedicated to the systematic collection and analysis of
measurable data. Through rigorous statistical and mathematical techniques, this method extracts insights from structured
surveys, controlled experiments, or other defined data-gathering methods.
The primary objective of quantitative research is to measure and quantify variables, relationships, and patterns within the
dataset. By testing hypotheses, making predictions, and drawing generalizable conclusions, it plays a crucial role in fields such
as psychology, sociology, economics, and education. This approach often involves significant sample sizes, ensuring robust
results.

Quantitative Research: Key Characteristics
1. Objectivity:
Quantitative research is grounded in the principles of objectivity and
empiricism, which means that the research is focused on observable
and measurable phenomena, rather than personal opinions or
experiences.
2. Structured approach:
Quantitative research follows a structured and systematic approach to
data collection and analysis, using clearly defined variables,
hypotheses, and research questions.
3. Numeric data:
Quantitative research uses numerical data to describe and analyze the
phenomena under study, such as statistical analysis, surveys, and
experiments.
4. Large sample size:
Quantitative research often involves large sample sizes to ensure
statistical significance and to generalize findings to a larger population.

5. Standardized data collection:
Quantitative research typically involves standardized data collection methods, such as surveys or experiments, to minimize potential sources of bias and increase
reliability.
6. Deductive reasoning:
Quantitative research uses deductive reasoning, where the researcher tests a specific hypothesis based on prior knowledge and theory.
7. Replication:
Quantitative research emphasizes the importance of replication, where other researchers can reproduce the study’s methods and obtain similar results.
8. Statistical analysis:
Quantitative research involves statistical analysis to analyze the data and test the research hypotheses, often using software programs to assist with data analysis.
9. Precision:
Quantitative research aims to be precise in its measurement and analysis of data. It seeks to quantify and measure the specific aspects of a phenomenon being studied.
10. Generalizability:
Quantitative research aims to generalize findings from a sample to a larger population. It seeks to draw conclusions that apply to a broader group beyond the specific
sample being studied.
QUANTITATIVE RESEARCH: KEY CHARACTERISTICS CONT.…

QUANTITATIVE RESEARCH: KEY ADVANTAGES
Precision:
Quantitative research aims to be precise in
its measurement and analysis of data. This
can increase the accuracy of the results
and enable researchers to make more
precise predictions.
Test hypotheses:
Quantitative research is well-suited for
testing specific hypotheses or research
questions, allowing researchers to draw
clear conclusions and make predictions
based on the data.
Quantify relationships:
Quantitative research enables researchers
to quantify and measure relationships
between variables, allowing for more
precise and quantitative comparisons.
Efficiency:
Quantitative research often involves the
use of standardized procedures and data
collection methods, which can make the
research process more efficient and
reduce the amount of time and resources
required.
Easy to compare:
Quantitative research often involves the
use of standardized measures and scales,
which makes it easier to compare results
across different studies or populations.
Ability to detect small effects:
Quantitative research is often able to
detect small effects that may not be
observable through qualitative research
methods, due to the use of statistical
analysis and large sample sizes.

QUANTITATIVE RESEARCH METHODOLOGY
Quantitative Research
Methodology
Primary method Secondary Method
Primary Method
Surveys
Experiments
Observational
studies
Content
analysis
Psychometrics

7 BEST PRACTICES TO CONDUCT QUANTITATIVE RESEARCH
1. Clearly define the research question:
The research question should be specific, measurable, and focused on a clear problem or issue.
2. Use a well-designed research design:
The research design should be appropriate for the research question, and should include a clear
sampling strategy, data collection methods, and statistical analysis plan.
3. Use validated and reliable instruments:
The instruments used to collect data should be validated and reliable to ensure that the data collected
is accurate and consistent.
4. Ensure informed consent:
Participants should be fully informed about the purpose of the research, their rights, and how their
data will be used. Informed consent should be obtained before data collection begins.
5. Minimize bias:
Researchers should take steps to minimize bias in all stages of the research process, including study
design, data collection, and data analysis.
6. Ensure data security and confidentiality:
Data should be kept secure and confidential to protect the privacy of participants and prevent
unauthorized access.
7. Use appropriate statistical analysis:
Statistical analysis should be appropriate for the research question and the data collected. Accurate
and clear reporting of results is imperative in quantitative research.

BASIC RESEARCH DESIGN FOR QUANTITATIVE STUDIES
 Introduction
 Identifies the research problem
 Reviews the literature
 Describes the theoretical framework
 Methodology
 Study population and sampling
 Data collection
 Data analysis
 Results
 Statistical analysis
 Discussion
 Interpretation of results
 Discussion of implications
 Limitations
 Conclusion
 Summary of findings
 Recommendations
 Future research

STRENGTHS OF USING QUANTITATIVE METHODS
Quantitative researchers try to recognize and isolate specific variables contained within the study framework, seek correlation,
relationships and causality, and attempt to control the environment in which the data is collected to avoid the risk of variables,
other than the one being studied, accounting for the relationships identified.
Among the specific strengths of using quantitative methods to study social science research problems:
 Allows for a broader study, involving a greater number of subjects, and enhancing the generalization of the results;
 Allows for greater objectivity and accuracy of results. Generally, quantitative methods are designed to provide summaries of data that support
generalizations about the phenomenon under study. In order to accomplish this, quantitative research usually involves few variables and many
cases, and employs prescribed procedures to ensure validity and reliability;
 Applying well established standards means that the research can be replicated, and then analyzed and compared with similar studies;
 You can summarize vast sources of information and make comparisons across categories and over time; and,
 Personal bias can be avoided by keeping a 'distance' from participating subjects and using accepted computational techniques.

LIMITATIONS OF USING QUANTITATIVE METHODS
 Quantitative data is more efficient and able to test hypotheses, but may miss contextual detail;
 Uses a static and rigid approach and so employs an inflexible process of discovery;
 The development of standard questions by researchers can lead to "structural bias" and false representation, where the data actually reflects
the view of the researcher instead of the participating subject;
 Results provide less detail on behavior, attitudes, and motivation
 Researcher may collect a much narrower and sometimes superficial dataset;
 Results are limited as they provide numerical descriptions rather than detailed narrative and generally provide less elaborate accounts of
human perception
 The research is often carried out in an unnatural, artificial environment so that a level of control can be applied to the exercise. This level of
control might not normally be in place in the real world thus yielding "laboratory results" as opposed to "real world results"; and,
 Preset answers will not necessarily reflect how people really feel about a subject and, in some cases, might just be the closest match to the
preconceived hypothesis.

2. QUALITATIVE RESEARCH DESIGN
 Definition
 What is Qualitative Research?
 Characteristics of Qualitative Research
 Three Key Elements of Qualitative Research
 Quantitative Research: Key Advantages
 Basic Research Design for Qualitative Studies
 Strengths of Using Qualitative Methods
 Limitations of Using Qualitative Methods
 5 Key Types of Qualitative Research
 Qualitative Research Methods: The Top 4 Techniques
 Qualitative Research Best Practices

QUALITATIVE RESEARCH DESIGN
Definition
The word qualitative implies an emphasis on the qualities of entities and on processes and meanings that are not experimentally examined or
measured [if measured at all] in terms of quantity, amount, intensity, or frequency. Qualitative researchers stress the socially constructed nature
of reality, the intimate relationship between the researcher and what is studied, and the situational constraints that shape inquiry. Such
researchers emphasize the value-laden nature of inquiry. They seek answers to questions that stress how social experience is created and given
meaning. In contrast, quantitative studies emphasize the measurement and analysis of causal relationships between variables, not processes.
Qualitative forms of inquiry are considered by many social and behavioral scientists to be as much a perspective on how to approach
investigating a research problem as it is a method.
What is Qualitative Research?
Qualitative research is defined as an exploratory method that aims to understand complex phenomena, often within their natural settings, by
examining subjective experiences, beliefs, attitudes, and behaviors.
Unlike quantitative research, which focuses on numerical measurements and statistical analysis, qualitative research employs a range of data
collection methods to gather detailed, non-numerical data that can provide in-depth insights into the research topic.

CHARACTERISTICS OF QUALITATIVE RESEARCH
1. Subjectivity:
Qualitative research acknowledges the subjective nature of human experiences
and perceptions. It recognizes that individuals interpret and construct meaning
based on their unique perspectives, cultural backgrounds, and social contexts.
Researchers using qualitative methods aim to capture this subjectivity by
engaging in detailed qualitative observations, interviews, and analyses that
capture the nuances and complexities of human behavior.
2. Contextualization:
Qualitative research places a strong emphasis on the context in which social
phenomena occur. It seeks to understand the interconnectedness between
individuals, their environments, and the broader social structures that shape their
experiences. Researchers delve into the specific settings and circumstances that
influence the behavior and attitudes of participants, aiming to unravel the
intricate relationships between different variables.

CHARACTERISTICS OF QUALITATIVE RESEARCH
3. Flexibility:
Qualitative research is characterized by its flexibility and adaptability. Researchers have the freedom to modify their research design and
methods during the course of the study based on emerging insights and new directions. This flexibility allows for iterative and exploratory
research, enabling researchers to delve deeper into the subject matter and capture unexpected findings.
4. Richness and depth:
One of the key strengths of qualitative research is its ability to generate rich and in-depth data. Through methods such as interviews, focus
groups, and participant observation, researchers can gather detailed narratives and descriptions that go beyond surface-level information. This
depth of data enables a comprehensive understanding of the research topic, including the underlying motivations, emotions, and social
dynamics at play.
5. Inductive reasoning:
Qualitative research often employs an inductive reasoning approach. Instead of starting with preconceived hypotheses or theories, researchers
allow patterns and themes to emerge from the data. They engage in iterative cycles of data collection and analysis to develop theories or
conceptual frameworks grounded in the empirical evidence gathered. This inductive process allows for new insights and discoveries that may
challenge existing theories or offer alternative explanations.
6. Naturalistic setting:
Qualitative research frequently takes place in naturalistic settings, where participants are observed and studied in their everyday environments.
This setting enhances the ecological validity of the research, as it allows researchers to capture authentic behaviors, interactions, and
experiences. By observing individuals in their natural contexts, researchers can gain a deeper understanding of how social phenomena unfold in
real-world situations.

THREE KEY ELEMENTS OF QUALITATIVE RESEARCH
The Design
1. Naturalistic
2. Emergent
3. Purposeful
The Collection of Data
1. Data
2. Personal experience and engagement
3. Empathic neutrality
4. Dynamic systems
The Analysis
1. Unique case orientation
2. Inductive analysis
3. Holistic perspective
4. Context sensitive
5. Voice, perspective, and reflexivity
The
Design
The Collection
of Data
The
Analysis

BASIC RESEARCH DESIGN FOR QUALITATIVE STUDIES
1. Goals
Describe the central research problem being addressed but avoid describing any anticipated outcomes. Questions to ask yourself are: Why is
your study worth doing? What issues do you want to clarify, and what practices and policies do you want it to influence? Why do you want to
conduct this study, and why should the reader care about the results?
2. Conceptual Framework
Questions to ask yourself are: What do you think is going on with the issues, settings, or people you plan to study? What theories, beliefs, and
prior research findings will guide or inform your research, and what literature, preliminary studies, and personal experiences will you draw upon
for understanding the people or issues you are studying? Note to not only report the results of other studies in your review of the literature, but
note the methods used as well. If appropriate, describe why earlier studies using quantitative methods were inadequate in addressing the
research problem.
3. Research Questions
Usually there is a research problem that frames your qualitative study and that influences your decision about what methods to use, but
qualitative designs generally lack an accompanying hypothesis or set of assumptions because the findings are emergent and unpredictable. In
this context, more specific research questions are generally the result of an interactive design process rather than the starting point for that
process. Questions to ask yourself are: What do you specifically want to learn or understand by conducting this study?

BASIC RESEARCH DESIGN FOR QUALITATIVE STUDIES
4. Methods
Structured approaches to applying a method or methods to your study help to ensure that there is comparability of data across sources and
researchers and, thus, they can be useful in answering questions that deal with differences between phenomena and the explanation for these
differences [variance questions]. An unstructured approach allows the researcher to focus on the particular phenomena studied. This facilitates
an understanding of the processes that led to specific outcomes, trading generalizability and comparability for internal validity and contextual
and evaluative understanding.
5. Validity
In contrast to quantitative studies where the goal is to design, in advance, “controls” such as formal comparisons, sampling strategies, or
statistical manipulations to address anticipated and unanticipated threats to validity, qualitative researchers must attempt to rule out most
threats to validity after the research has begun by relying on evidence collected during the research process itself in order to effectively argue
that any alternative explanations for a phenomenon are implausible.
6. Conclusion
Although Maxwell does not mention a conclusion as one of the components of a qualitative research design, you should formally conclude your
study. Briefly reiterate the goals of your study and the ways in which your research addressed them. Discuss the benefits of your study and how
stakeholders can use your results. Also, note the limitations of your study and, if appropriate, place them in the context of areas in need of
further research.

STRENGTHS OF USING QUALITATIVE METHODS
 Obtain a more realistic view of the lived world that cannot be understood or experienced in numerical data and statistical analysis;
 Provide the researcher with the perspective of the participants of the study through immersion in a culture or situation and as a result of
direct interaction with them;
 Allow the researcher to describe existing phenomena and current situations;
 Develop flexible ways to perform data collection, subsequent analysis, and interpretation of collected information;
 Yield results that can be helpful in pioneering new ways of understanding
 Provide a holistic view of the phenomena under investigation;
 Respond to local situations, conditions, and needs of participants;
 Interact with the research subjects in their own language and on their own terms; and,
 Create a descriptive capability based on primary and unstructured data.

LIMITATIONS OF USING QUALITATIVE METHODS
 Drifting away from the original objectives of the study in response to the changing nature of the context under which the research is conducted;
 Arriving at different conclusions based on the same information depending on the personal characteristics of the researcher;
 Replication of a study is very difficult;
 Research using human subjects increases the chance of ethical dilemmas that undermine the overall validity of the study;
 An inability to investigate causality between different research phenomena;
 Difficulty in explaining differences in the quality and quantity of information obtained from different respondents and arriving at different, non-
consistent conclusions;
 Data gathering and analysis is often time consuming and/or expensive;
 Requires a high level of experience from the researcher to obtain the targeted information from the respondent;
 May lack consistency and reliability because the researcher can employ different probing techniques and the respondent can choose to tell some
particular stories and ignore others; and,
 Generation of a significant amount of data that cannot be randomized into manageable parts for analysis.

5 KEY TYPES OF QUALITATIVE RESEARCH
1. Phenomenology:
This type of research focuses on understanding the essence
and meaning of a particular phenomenon or experience as
perceived by individuals who have lived through it. It seeks to
capture the subjective experiences and perspectives of
participants.
2. Ethnography:
Ethnographic research involves immersing oneself in a specific
cultural or social group to observe and understand its
practices, customs, beliefs, and values. Researchers spend
extended periods of time within the community to gain a
holistic view of its way of life.

5 KEY TYPES OF QUALITATIVE RESEARCH
3. Grounded Theory:
Grounded theory aims to generate new theories or conceptual frameworks based on the analysis of data collected from
interviews, observations, or documents. It involves systematically coding and categorizing data to identify patterns and develop
theoretical explanations.
4. Case Study:
In a case study, researchers conduct an in-depth examination of a single individual, group, or event to gain a detailed
understanding of the subject of study. This approach allows for rich contextual information and can be particularly useful in
exploring complex and unique cases.
5. Narrative Research:
Narrative research focuses on analyzing the stories and personal narratives of individuals to gain insights into their experiences,
identities, and sense-making processes. It emphasizes the power of storytelling in constructing meaning.

QUALITATIVE RESEARCH METHODS: THE TOP 4 TECHNIQUES
1. In-Depth Interviews
One of the most widely used qualitative research techniques is in-depth
interviews. This method involves conducting one-on-one interviews with
participants to gather rich, detailed information about their experiences,
perspectives, and opinions. In-depth interviews allow researchers to explore
a participant’s thoughts, emotions, and motivations, providing deep insights
into their behavior and decision-making processes.
Focus Groups
Focus group research involves the gathering of a small group of individuals
(typically 6-10) who share common characteristics or experiences. This
method encourages participants to engage in open discussions facilitated
by a skilled moderator. Focus groups offer a dynamic environment that
allows participants to interact, share their perspectives, and build upon each
other’s ideas. This method is particularly useful for exploring group
dynamics, collective opinions, and societal norms.

QUALITATIVE RESEARCH METHODS: THE TOP 4 TECHNIQUES
3. Observational Research
Observational research involves systematically observing and documenting participants’ behaviors and interactions within their natural
environments. This method provides researchers with a direct window into real-life contexts, allowing for a comprehensive understanding of social
interactions, cultural practices, and behavioral patterns. Whether conducted through participant observation or unobtrusive observation, this
method eliminates the potential biases associated with self-reporting, as participants’ actions speak louder than words.
4. Case Studies
Case studies involve an in-depth examination of a specific individual, group, organization, or event. Researchers collect data through various
sources, such as interviews, observations, documents, and artifacts, to construct a holistic understanding of the case under investigation. This
method allows for an exploration of complex social phenomena in their real-life context, uncovering rich, detailed insights that may not be
accessible through other methods. Case studies provide an opportunity to examine unique or rare cases, delve into historical contexts, and
generate context-specific knowledge. The findings from case studies are often highly detailed and context-bound, offering rich descriptions and
contributing to theory development or refinement.

QUALITATIVE RESEARCH BEST PRACTICES
1. Sampling Strategy
2. Data Collection Rigor
3. Data Analysis
4. Ethical Considerations
5. Triangulation
6. Member checking
7. Reflexive Journaling
8. Clear & Transparent Reporting

REFERENCES
1. https://libguides.usc.edu/writingguide/quantitative#:~:text=Quantitative%20research%20deals%20in%20numbe
rs,%2C%20free%2Dflowing%20manner%5D
2. https://www.scribbr.com/methodology/qualitative-quantitative-research/
3. https://www.enago.com/academy/qualitative-vs-quantitative-research/
4. https://www.investopedia.com/terms/q/quantitativeanalysis.asp
5. https://ideascale.com/blog/what-is-quantitative-research/
6. https://ideascale.com/blog/what-is-qualitative-research/

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