This document discusses and compares qualitative and quantitative research methods. Qualitative research relies on in-depth responses from a smaller sample through open-ended questions, while quantitative research uses numerical data from closed questions with a larger sample to identify trends. The document also explains that the author chose to use a quantitative questionnaire to gather opinions from a wide range of students and staff, in order to get a large amount of comparable data, but acknowledges that it will lack depth.

1. Explanation
&
Justification
Of Research Methods

2. Qualitative
research
Qualitative research is used to accumulate data
based on peoples, ideas, opinions, beliefs,
motivations and attitudes towards various subject
areas. This kind of research relies on the responses
of a smaller sample of the population, it’s harder to
generalise the replies however it focuses on much
more in depth information. These investigations can
be carried out through focus groups and interviews.
Qualitative research is explored through open
questions which in turn allow the responder to
reiterate their opinions and ideas.

3. Qualitative Research
Advantages Disadvantages
In depth responses / information Off topic discussion
Open answers Avoidance theory
The responder can elaborate on
their answers
Smaller sample population
One to one discussions Harder to generalise responses
Questions can be asked is anyone
misunderstands
Some people may change their
opinions based on others

4. Quantitative
research
Quantitative research is used to identify information
by accumulating numerical data that can be turned
into useful statistics. This kind of research is used to
find out people’s opinions, attitudes and behaviours.
Quantitative enquiries often suit a larger sample
population, it can be explored through
questionnaires, surveys and online polls, ect. This
research is discovered through closed questions and
doesn’t allow for in depth information.

5. Quantitative Research
Advantages Disadvantages
Gather a larger amount of
responses / information
Closed answers
Easier to generalise data No in depth information
Straight to the point questions The audience’s opinions cannot
be given
Quicker to formulate for the
questioner
Possible misinterpretation for the
reader

6. My chosen research method
Questionnaires/surveys and the pros & cons
I have decided to gather my audience research through the quantitative
research method of a questionnaire, designed to gain the personal
opinions of possible members of my target audience. I intended to gain a
wide range of responses from a variety of the population. There are major
benefits to creating a questionnaire, such as it allows for easy comparison
when analysing the results and I can gain large amounts of data. However
there are a few drawbacks such as the lack of depth in the answers and
being unable to find out the reasons behind their choices. I asked my
fellow students and staff from my school to fill in my survey, I did this so I
could gather information from all different ages and genders. Once I have
decided upon my who my target audience will be I intend to form a focus
group with a few members of my chosen audience so I can gain a deeper
understanding into the needs and requirements of my target audience.