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1. Difference Between Qualitative and Quantitative Research
 Probability and Statistics
1. Introduction
Research is a systematic way of collecting information to answer questions or
solve problems. There are two primary research methods: qualitative and
quantitative. We use these methods to collect and analyze data.
we’ll explore the differences between qualitative and quantitative research
methods. We’ll also consider when to use each type of research and its advantages
and limitations.
2. Overview
In qualitative research, we focus on understanding concepts, thoughts, and
experiences. We collect data through interviews, focus groups, and observations to
gain deep insights into human behavior and social trends.
On the other hand, in quantitative research, we aim to quantify the data. We use
surveys and questionnaires to collect measurable data from a larger group. Then,
we use statistical tools and machine learning to generalize the results. We present
these results as graphs, tables, and statistics.
Both methods have unique strengths and cater to different research questions.
When deciding on a research method, it’s crucial to understand these research
methods’ key differences, strengths, and limitations.
3. Qualitative Research
Qualitative research allows us to develop deep insights into human nature. It is
primarily used to understand people’s motivations, thinking, and attitudes through
direct interactions or observations. Additionally, we can use qualitative research to
study a broader range of topics, such as natural phenomena like animal behaviors
or ecological interactions, where the focus extends beyond human emotions. In
both cases, because qualitative research involves subjective interpretations, its
results may vary between researchers.
In quantitative research, we formulate questions, collect and analyze data to
identify various themes, and present our findings:

2. We use qualitative research when we need a deeper understanding of a topic or
want to explore new ideas about people’s motivations and feelings. This approach
is useful when studying a subject about which little is known or where we need
detailed insights to form hypotheses:
3.1. Example
Let’s say we’re studying patient satisfaction in a hospital setting. We might
conduct in-depth interviews with patients to gather information about their
experiences and feelings regarding the care they received. This qualitative
approach will allow us to uncover personal stories and emotions that help identify
areas for improvement beyond numerical data.
4. Quantitative Research
Quantitative research provides clear statistical data based on larger representative
sample sizes. This method’s strength lies in its ability to produce objective data
that we can statistically analyze. However, it can miss critical contextual details
by focusing too much on numbers rather than the substance of human behavior.
In the quantitative research process, we use a structured approach from hypothesis
formation through data collection and statistical analysis and conclude with
reporting results:
We use quantitative research when we need to confirm hypotheses or when we
want to measure and analyze variables to make predictions. It’s especially effective
when we need statistically testable results for generalizable inference from a
sample to the entire population.

3. 4.1. Example
Let’s look at an example of a quantitative research method.
Consider a large-scale survey conducted to evaluate the effectiveness of a new
online learning platform. By distributing a questionnaire to thousands of students,
we can collect measurable data about various platform aspects, such as usability,
engagement, and learning outcomes. We can analyze this data statistically and
conclude the platform’s effectiveness across different demographics and study
conditions. This approach gives us a broad and generalizable understanding of its
impact on student learning.
5. Mixed Methods
In some cases, we can combine qualitative and quantitative research. This
approach is known as mixed-methods research:
Using both methods, we can take advantage of the detailed insights from
qualitative research and the statistical power of quantitative techniques.
We use qualitative research to explore a topic and understand the context. This
helps us form hypotheses based on detailed real-world observations. We use
quantitative research to test these hypotheses and measure how common certain
traits or behaviors are across a larger population.
5.1. Example
Now, let’s look at an example of mixed methods research.
Consider studying the impact of a new educational technique; we might first
conduct interviews and focus groups with teachers to gather their insights and
experiences. Then, we’ll design a survey based on these findings to measure how
widely and effectively the technique is used in various schools.

4. 6. How to Choose
Our research objective determines which method we should use:
If we want to understand the reasons behind people’s actions, motivations, and
feelings, then we choose qualitative research. On the other hand, if our study
requires measurable data, then quantitative research is more appropriate.
However, our research might sometimes benefit from having detailed, narrative
insights in addition to statistical data. In such cases, using mixed methods is
probably the way to go. This approach combines the deep, contextual

5. understanding of qualitative research with the statistical power of quantitative
analysis.
7. Data Analysis in Qualitative and Quantitative Research
Quantitative and qualitative research differ in their methods for organizing and
analyzing data.
7.1. Qualitative Data Analysis
We begin by gathering all our data in one place for qualitative analysis. This step
ensures we don’t miss any important details. Then, we use analysis software to
group similar information and identify recurring themes. Next, we label data. With
the right tools, this can be partially automated, making the process faster. After
labeling, we dig deeper into the analysis to get more accurate results. Lastly, we
report on our findings in a research article or report.
For example, let’s say we’re researching patient experiences with telemedicine.
We’ll collect interview transcripts, survey responses, and forum posts. Once we’ve
gathered all this qualitative data, we’ll use analysis software to sort and label the
information. We’ll look for common themes, such as accessibility or patient
satisfaction. Finally, we’ll compile our findings and present them in a report.
7.2. Quantitative Data Analysis
For quantitative data, our analysis starts by connecting measurement scales to our
study variables, which helps organize the data correctly. Afterward, we analyze our
data using statistical tools and look for patterns and relationships within the data.
Let’s say we want to evaluate the effectiveness of a new math curriculum. To do
this, we’ll collect test scores from students at multiple schools who have used the
curriculum. Using statistical tools, we’ll calculate the average improvement in
scores before and after the new curriculum. Based on the statistical results, we’ll
draw meaningful conclusions.
8. Benefits and Challenges
Both qualitative and quantitative research methods have unique benefits and
challenges:

6. Research Method Benefits Challenges
Qualitative Research
– Deep insights into human
behavior
– Time-consuming and may
include researcher bias
– Flexible approach to explore
complex issues
– Less predictability without
statistical data
– Rich, detailed narratives
– Difficult to generalize
findings
Quantitative Research
– Reliable, repeatable results-
– Might overlook subtleties of
human behavior
Can be generalized across larger
populations
– Requires large sample sizes
and complex statistical analyses
– Provides precise, numerical data – Resource-intensive
Qualitative research helps us understand the context behind our data, offering
rich, detailed narratives that statistical analysis alone cannot provide.
On the other hand, quantitative research provides reliable and repeatable
results that we can generalize across larger populations. It’s excellent for
testing hypotheses and offers precise, numerical data to inform decision making.
Its structured approach allows us to measure and analyze data objectively, giving
us a broad overview of our research topic.
However, each method also faces its own set of challenges. Qualitative research
can be time-consuming and may not provide the level of predictability that
statistical data offers. It requires extensive analysis and interpretation, which can
introduce bias based on the researcher’s perspective.
Quantitative research, while providing breadth, might lack depth in some
cases. It can overlook the nuances of human behavior and the underlying

7. reasons for people’s actions. Additionally, the need for large sample sizes and
complex statistical analyses can be resource-intensive and may not be feasible for
all projects.
9. Conclusion
In this article, we explained qualitative and quantitative research methods, their
key differences, strengths, challenges, and data analysis methods.
Qualitative research provides in-depth insights into complex issues beyond mere
numbers. In contrast, quantitative research allows us to generalize results across
larger populations and make predictions based on statistical analysis.
We can choose the suitable research method based on our specific research
questions, the nature of the data we are dealing with, and the type of insights we
need.

8. Presentation Transcript
1. Quantitative and Qualitative Approaches Francisco Perlas Dumanig,
Ph.D.
2. What is quantitative and qualitative research? Quantitative Research a
type of research in which the researcher • decides what to study • asks
specific, narrow questions • collects numeric data from participants •
analyzes these numbers using statistics • conducts the inquiry in an unbiased,
objective manner
3. Qualitative research A type of research in which the researcher relies on
the following: • views of participants, • ask broad, and general questions, •
collects data consisting largely of words (or text) from participants, •
describes and analyzes these words for themes, • conducts the inquiry in a
subjective, biased manner.
4. Common characteristics that distinguish Quantitative from Qualitative:
Identifying a Research Problem; Quantitative research tells to address
research problems requiring: A description of trends or an explanation of the
relationship among variables.
5. Qualitative research tends to address research problems requiring: An
exploration in which little is known about the problem and a detailed
understanding of a central phenomenon.
6. Reviewing the Literature In quantitative research, the literature tends to: •
Provide a major role through suggesting the research questions to be asked. •
Justify the research problem and create a need for the direction (purpose
statement and research questions or hypothesis) of the study.
7. In qualitative research, the literature tends to: • Play a minor role in
suggesting a specific research question to be asked. • Justify the importance
of studying the research problem.
8. Specifying a Purpose for Research In quantitative research, the purpose
statement, research questions and hypothesis tend to: • Be specific and
narrow • Seek measurable, observable data on variables.

9. 9. In qualitative research, the purpose statement and research questions
tend to: • Be general and broad • Seek to understand the participants’
experience.
10.Collecting Data Quantitative data collection consists of: • Collecting data
using instruments with preset questions and responses. • Gathering
quantifiable (numeric) data. • Collecting information from a large number of
individuals.
11.Qualitative data collection consists of: • Collecting data using forms with
general, emerging questions to permit the participation to generate response.
• Gathering word (text) or image (picture) data • Collecting information
from a small number of individuals or sites
12.Analyzing and Interpreting Data In quantitative research, the • Data
analysis tends to consist of statistical analysis, • Data tends to involve
describing trends, comparing group differences, or relating variables. •
Interpretation tends to consist of comparing results with prior predictions
and past research
13.In qualitative research, the • Data analysis tends to consist of text analysis
• Data tends to involve developing a description and themes • Interpretation
tends to consist of stating a larger meaning of the findings.
14.Reporting the Research In quantitative research, the: • Research reports
tend to use standard, fixed structures and evaluative criteria. • Researchers
tend to take an objective and unbiased approach.
15.In qualitative research, the: • Research reports tend to use flexible,
emerging structure and evaluative criteria. • Researchers tend to take a
subjective (reflexive) and biased approach.
16.Quantitative and Qualitative Research • Both forms of research follow the
six steps in the process of research. • Identifying a research problem •
Reviewing the literature • Specifying the purpose • Collecting Data •
Analyzing and interpreting data • Reporting and evaluating data
17.In the section on the research problem – both quantitative and
qualitative research can be similar in the topics addressed such as conveying
a problem, pointing out the lack of literature on this problem, and justifying

10. a need to study the problem. • In both quantitative and qualitative research,
you collect data using interviews, observations, and documents.
18.What is a Research Design? • Research design can be thought of as the
structure of research. • It is the "glue" that holds all of the elements in a
research project together.
19.Research Design • It is used to structure the research, to show how all of the
major parts of the research project -- the samples or groups, measures,
treatments or programs, and methods of assignment -- work together to try to
address the central research questions.
20.Research Design • Is a specific procedure involved in the last three steps of
the research process: data collection analysis report writing • they differ for
quantitative, qualitative, and combined.
21.Types of Research Design Quantitative Research Qualitative Research
Combined Design Design Qualitative/Quantitative Research Design •
Experimental Research 2. Correlational Research 3. Survey Research •
Grounded Theory Research • Ethnographic Research 3. Narrative Research •
Mixed Method • Action Research
22.Experimental Design • (also known as intervention studies or group
comparison studies) is a procedure of quantitative research in which the
investigator determines whether an activity or materials make a difference in
result for participants. • It establishes the possible cause and effect between
the dependent and independent variables.
23.Types of Experimental Design • Between-Group Designs (Two or more
groups are compared) • True experiments – assign the control group and the
experimental group • Quasi-experiments – use the existing intact group
24.2. Within-Group or Individual Designs (limited participants and not
possible to create more than one group) • Time series- studying one group
overtime with multiple pretest and posttest measures or observations made
by the researcher.
25.Repeated measures – all participants in a single group participate in all
experimental treatments with each group becoming its own control. • Single
–subject design – involves the study of single individuals, their observation
over a baseline period, and the administration of an intervention.

11. 26.Steps in conducting an experimental research • Decide if an experiment
addresses your research problem • Form hypotheses to test cause-and-effect
relationships • Select an experimental unit and identify study participants •
Select an experimental treatment and introduce it • Choose a type of
experimental design • Conduct experiment • Organize and analyze the data •
Develop an experimental research report
27.Correlational Designs • Are procedures in quantitative research in which
investigators measure the degree of association (or relation) between two or
more variables using the statistical procedure of correlational analysis. •
They are used when a researcher seeks to relate two or more variables to see
whether they influence each other.
28.Types of Correlational Design • Explanatory design – it is used when the
researcher is interested in the extent to which variables co-vary, that is,
where changes in one are reflected in changes in the other.
29.2. The Prediction Design – to identify variables that will positively
predict an outcome or criterion.
30.How to conduct a correlational study? • Determine if a correlational study
best addresses the research problem • Identify individuals to study • Identify
two or more measures for each individual study • Identify two or more
measures for each individual in the study • Collect data and monitor
potential threats • Analyze the data and represent the results • Interpret the
results
31.Survey Designs • Are procedures in quantitative research in which you
administer a survey or questionnaire to a small group of people (called the
sample) to identify trends in attitudes, opinions, behaviors, or characteristics
of a large group of people (called population). • They are used to describe
the trends.
32.Grounded Theory Designs • Are systematic, qualitative procedures that
researchers use to generate a general explanation (called a grounded theory)
that explains a process, action, or interaction among people.
33.Ethnographic Designs • Are qualitative procedures for describing,
analyzing, and interpreting a cultural group’s shared patterns of behavior,
beliefs, and language that develop over time. • They are used when the study
of a group provides understanding of a larger issue

12. 34.Types of ethnographic design • Realist ethnography – an objective account
of the situation, typically written in the third-person point of view, reporting
objectively on the information learned from the participants at a field site. •
Case study • Critical ethnography
35.Narrative Research Designs • Are qualitative procedures in which
researchers describe the lives of individuals, collect and tell stories about
these individual’s lives, and write narratives about their experiences.
36.Mixed Methods Designs • Are procedures for collecting, analyzing, and
mixing both qualitative and quantitative data in a single study or in a
multiple series of studies.
37.Action Research Designs • Are systematic procedures used by teachers (or
other individuals in an educational setting) to gather quantitative data to
address improvements in their educational setting, their teaching, and the
learning of their students.
38.How to Choose Quantitative or Qualitative Approach? • Match your
approach to your research problem. • Fit the approach to your audience. •
Relate the approach to your experiences.
39.END