The document outlines the differences between quantitative and qualitative research, detailing their characteristics, methodologies, and data collection techniques. It emphasizes the structured nature of quantitative research versus the exploratory approach of qualitative research, highlighting various methods including surveys and case studies. Additionally, the document discusses mixed-method designs that incorporate both approaches to address research questions effectively.

1. QUANTITATIVE
and
QUALITATIVE
METHODS

2. https://create.kahoot.it/creator/4cfe4352-7be4-
4f32-b36a-227d76f7bfb9

3. Distinguish between quantitative and
qualitative research approaches,
outlining the key characteristics, data
collection methods, and analysis
techniques that differentiate these two
methodologies
10
OBJECTIVES
Compare and contrast the data analysis
techniques employed in quantitative
and qualitative research, and
understand the strengths and
limitations of each approach.

4. QUANTITATIVE
Quantitative Research is used to quantify the problem by way of generating numerical
data or data that can be transformed into usable statistics. It is used to quantify attitudes,
opinions, behaviors, and other defined variables – and generalize results from a larger sample
population. Quantitative data collection methods are much more structured than Qualitative
data collection methods. Quantitative data collection methods include various forms of surveys
– online surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face interviews,
telephone interviews, longitudinal studies, website interceptors, online polls, and systematic
observations.

5. QUALITATIVE
Qualitative Research is primarily exploratory research. It is used to gain
an understanding of underlying reasons, opinions, and motivations. It helps
to develop ideas or hypotheses for potential quantitative research. Qualitative
data collection methods vary using unstructured or semi-structured
techniques. Some common methods include focus groups
(group discussions), individual interviews, and participation/observations.
The sample size is typically small, and respondents are selected to fulfill a
given quota.

6. BASIS FOR
COMPARISON
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Meaning Qualitative research is a method of inquiry that develops
understanding on human and social sciences, to find the way
people think and feel.
Quantitative research is a research method that is used to
generate numerical data and hard facts, by employing
statistical, logical and mathematical technique.
Nature Holistic Particularistic
Approach Subjective Objective
Research type Exploratory Conclusive
Reasoning Inductive Deductive
Sampling Purposive Random
Data Verbal Measurable
Inquiry Process-oriented Result-oriented
Hypothesis Generated Tested
Elements of analysis Words, pictures and objects Numerical data
Objective To explore and discover ideas used in the ongoing processes. To examine cause and effect relationship between variables.
Methods Non-structured techniques like In-depth interviews, group
discussions etc.
Structured techniques such as surveys, questionnaires and
observations.
Result Develops initial understanding Recommends final course of action

7. RESEARCH
QUANTITATIVE QUALITATIVE
DESCRIPTIVE CORRELATION
CAUSAL-
COMPARATIVE
EXPERIMENTAL
QUASI-
EXPERIMENTAL
TRUE
EXPERIMENTAL
DECRIPTIVE
PHENOMENOLOGICAL
HISTORICAL
CASE STUDY
GROUNDED
THEORY
ETHNOGRAPHY
NARRATIVE

8. DESCRIPTIVE
Descriptive research aims to accurately and
systematically describe a population, situation or
phenomenon. It can be answer what, where, when,
how and why.
This is both applicable to QUANTITATIVE and
QUALITATIVE research.

9. CORRELATION
Correlational research is a type of nonexperimental
research in which the researcher measures two
variables and assess the statistical relationship (i.e.,
the correlation) between them with little or no effort
to control extraneous variables. Focuses on:
Significant Relationship
Example: Academic Burnout and Stress

10. CAUSAL-COMPARATIVE
Attempts to identify a cause-effect relationship between
two or more groups. In causal-comparative research, the
researcher investigates the effect of an independent
variable by comparing two or more groups of individuals.
Unlike correlational research, both experimental
research and causal-comparative research typically
compare two or more groups of subjects.

11. Example:
1. How does pre-school attendance affect social
maturity at the end of the first grade?
2. How does having a working mother affect a
child’s school absenteeism?

12. EXPERIMENTAL
QUASI-EXPERIMENTAL
The prefix quasi means “resembling.” Thus quasi-
experimental research is research that resembles
experimental research but is not true experimental
research. Although the independent variable is
manipulated, participants are not randomly assigned to
conditions or orders of conditions (Cook & Campbell,
1979).

13. EXPERIMENTAL
TRUE EXPERIMENTAL
A true experiment is a type of experimental
design and is thought to be the most accurate
type of experimental research because of its
main characteristics of random assignment.

14. PHENOMENOLOGICAL
Phenomenology is a form of qualitative research that
focuses on the study of an individual’s lived
experiences within the world. Understanding the
ontological (theory of knowledge) assumptions
underpinning these approaches is essential for
successfully conducting phenomenological
research.

15. HISTORICAL
Historical research studies the meaning of past events in
an attempt to interpret the facts and explain the cause of
events. In doing so, researchers rely heavily on primary
historical data (direct accounts of events, archival data –
official documents, personal records or eyewitnesses)
and less frequently on secondary historical data
(information from persons who didn’t witness the event;
e.g. textbooks, newspaper, encyclopedias).

16. CASE STUDY
A case study is an in-depth study of one person,
group, or event. In a case study, nearly every aspect
of the subject’s life and history is analyzed to seek
patterns and causes of behavior. Case studies can
be used in a variety of fields including psychology,
medicine, education, anthropology, political science
and social work.

17. GROUNDED THEORY
A research method concerned with the generation of
theory, which is “grounded” in data that has been
systematically collected and analyzed. It is used to
uncover things such as things as social relationships
and behaviors of groups, known as social processes.
It was develop in California, USA by Glaser and
Strauss during their study – “Awareness of Dying”.

18. ETHNOGRAPHY
A study through direct observation of users in
their natural environment rather than in a lab.
The objective of this type of research is to gain
insights into how users interact with things in
their natural environment.

19. ETHNOGRAPHY
Ethnography methods include direct observation,
diary studies, video recordings, photography and
artifact analysis such as devices that a person uses
throughout the day. Observations can be made
anywhere from the user’s workplace, their home or
while the are out with family and friends.

20. NARRATIVE
A literary form of qualitative research, narrative research
is all about collecting and telling a story or stories
chronologically and in detail.
Researchers writes narrative about experiences of
individuals, describe a life experience, and discuss the
meaning of experience with the individual. Usually, a
narrative research design is focused on studying
individual person. The researcher becomes the
interpreter of the individual’s stories, as opposed to a
community.

21. MIXED METHOD STUDIES
Some studies use mixed methods to
collect and analyze data…both quantitative
and qualitative. For example, a person
might do a quantitative survey and follow
it up with qualitative interviews or focus
groups. Again, the question dictates the
method.

22. Types of Mixed-Methods
Research Design

23. Explanatory Sequential Design
An explanatory sequential mixed method
design consists of first collecting qualitative
data to help explain or elaborate on the
quantitative results.
Purpose: To use qualitative results to assist
the findings of a quantitative study.

24. Quantitative
Data Collection
and Analysis Follow up with
Explanatory Sequential Design
Qualitative Data
Collection and
Analysis Interpretation

25. Exploratory Sequential Design
An exploratory sequential mixed method design
involves the procedure of first gathering
qualitative data to explore phenomenon and then
collecting quantitative data to explain relationship
found in the qualitative data.
Purpose: To explore a phenomenon. This
strategy may also be useful when developing and
testing a new instrument.

26. Qulitative Data
Collection and
Analysis Builds to
Exploratory Sequential Design
Quantitative
Data Collection
and Analysis Interpretation

27. Convergent Parallel Design
The purpose of this mixed-methods design is to
simultaneously collect both qualitative and
quantitative data, merge the data, and use the
results to understand a research problem.

28. Qualitative Data
Collection and
Analysis
Convergent Parallel Design
Quantitative
Data Collection
and Analysis
Compare or
relate
Interpretation

29. Embedded Sequential Design
The embedded sequential Design is to collect
quantitative and qualitative data simultaneously
or sequentially but to have one form of data play
a supportive role to the other form of data.

30. Quantitative
(or
Qualitative)
Data
Collection
and
Analysis
(before,
during, or
after)
Embedded Design
Interpretation

31. How To Choose A Research
Design?

32. Data Type
The first determining factor is naturally the
type of data you plan to be collecting – i.e.,
qualitative or quantitative. This may sound
obvious, but we have to be clear about this –
don’t try to use a quantitative research
design on qualitative data (or vice versa)!

33. Research Question(s)
As with all methodological decisions, your
research aim and research questions will
heavily influence your research design. For
example, if your research aims involve
developing a theory from qualitative data,
grounded theory would be a strong option.
Similarly, if your research aims involve
identifying and measuring relationships
between variables, one of the experimental
designs would likely be a better option.

34. Time
It’s essential that you consider any time
constraints you have, as this will impact the
type of research design you can choose. For
example, if you’ve only got a month to
complete your project, a lengthy design such
as ethnography wouldn’t be a good fit.

35. Resources
Take into account the resources realistically
available to you, as these need to factor into
your research design choice. For example, if
you require highly specialised lab equipment
to execute an experimental design, you
need to be sure that you’ll have access to
that before you make a decision.

36. Recap: Key Takeaways

37. ANALYSIS
Back to Agenda
How do you choose which method of
research to use?
Match your approach to
your research problem
Fit the approach to your
audience.
Relate the approach to your
experience.

38. Resource
Page
(No date) difference between quantitative
and qualitative. Available at:
https://www.scribd.com/document/4413
99700/Difference-between-qualitative-
(Accessed: 29 July 2023).
Maravillas’ Presentation