The document outlines the differences between qualitative and quantitative research methods, highlighting that qualitative research is exploratory and focuses on understanding underlying motivations, while quantitative research aims to quantify problems and generate statistical data. Both methods have distinct data collection and analysis approaches, with qualitative being more flexible and subjective, and quantitative being structured and objective. The use of mixed-methods combining both qualitative and quantitative research is increasingly common as they can complement each other in providing comprehensive insights.

1. QUALITATIVE
AND
QUANTITATIVE
RESEARCH

2. As Susan E. Wyse (September
2011) was saying, many times those that
undertake a research project often find
they are not aware of the differences
between Qualitative Research and
Quantitative Research methods. Many
mistakenly think the two terms can be
used interchangeably.
So according to her, what is then
now the difference between Qualitative
Research and Quantitative Research?

3. Qualitative Research is primarily
exploratory research. It is used to gain
an understanding of underlying reasons,
opinions, and motivations. It provides
insights into the problem or helps to
develop ideas or hypotheses for potential
quantitative research.
QUALITATIVE RESEARCH

4. Qualitative Research is also used
to uncover trends in thought and
opinions, and dive deeper into the
problem. 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.

5. Quantitative Research is used to
quantify the problem by way of
generating numerical data or data that
can be transformed into useable
statistics. It is used to quantify attitudes,
opinions, behaviors, and other defined
variables – and generalize results from
a larger sample population.
QUANTITATIVE RESEARCH

6. Quantitative Research uses
measurable data to formulate facts and
uncover patterns in research.
Quantitative data collection methods
are much more structured than Qualitative
data collection methods. It 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.

7. However, based from the
Atlas.ti (2002) Quantitative and
qualitative research is commonly
considered to differ fundamentally.
Yet, their objectives as well as their
applications overlap in numerous
ways.

8. Quantitative Research is
considered to have as its main purpose
the quantification of data. This allows
generalizations of results from a
sample to an entire population of
interest and the measurement of the
incidence of various views and opinions
in a given sample. Yet, quantitative
research is not infrequently followed by
qualitative research which then aims to
explore select findings further.

9. Qualitative research is considered
to be particularly suitable for gaining an
in-depth understanding of underlying
reasons and motivations. It provides
insights into the setting of a problem.
The main differences between
quantitative and qualitative research
consist in respect to data sample, data
collection, data analysis, and last but
not least in regard to outcomes.

10. DATA COLLECTION
Data collection in qualitative research is
not based on unstructured or semi-structured, but
methodologically flexible techniques, e.g.
individual depth interviews or group discussions,
which are suited to elicit great detail and a
comprehensive view.
Quantitative research uses highly
structured, rigid techniques such as online
questionnaires, on-street or telephone interviews.
Unlike qualitative research, which allows
unlimited expression from respondents,
quantitative research relies on responses to pre-
formulated questions.

11. Qualitative research typically is
exploratory and/or investigative in nature. Its
findings are often not conclusive and cannot
automatically be used to make
generalizations. However, it is indispensable
in developing a deep understanding of a
given thematic complex and sound rationale
for further decision making. Quantitative
research is essential for providing a broad
base of insight on which typically a final
course of action is recommended.

12. Sample selection in qualitative
research is usually based on a smaller
number of not-necessarily representative
cases. Respondents are frequently selected
with the expectation that they fulfill certain
criteria.
In quantitative research, sample
selection seeks out a large number of cases
that are expected to best represent the
population of interest. Individual respondents
are selected at random.

13. Qualitative data analysis is non-
statistical; its methodological approach is
primarily guided by the concrete material
at hand.
In quantitative research, the sole
approach to data is statistical and takes
places in the form of tabulations.
Findings are usually descriptive in nature
although conclusive only within the
numerical framework.

14. It is a frequently held prejudice that
quantitative research is “objective”
vs. qualitative is “subjective.”
This is, of course, a gross
oversimplification. Rather, one could
compare the two approaches as follows:
Quantitative research seeks out
explanatory laws whereas qualitative
research aims more at in-depth
description.

15. Quantitative research measures, in
hopes of developing universal laws
where qualitative research can be
described as an exploration of what is
assumed to be a dynamic reality.
Qualitative research does not
claim that what is discovered in the
process is universal, and thus,
replicable. Common differences usually
cited between these types of research
include.

16. In general, qualitative research
generates rich, detailed and valid
process data that contribute to the in-
depth understanding of a context.
Quantitative research, on the
other hand, generates reliable
population-based and generalizable data
that is suited to establishing cause-and-
effect relationships.

17. The decision of whether to
choose a quantitative or a qualitative
design is ultimately a philosophical
question. Which methods to choose
will depend on the nature of the
project, the type of information
needed the context of the study and
the availability of resources (time,
money, and human).

18. Qualitative analysis involves a
continual interplay between theory and
analysis. In analyzing qualitative data, we
seek to discover patterns such as changes
over time or possible causal links between
variables.
Combining of qualitative and quantitative
research is becoming more and more
common. It is important to keep in mind that
these are two different philosophies, not
necessarily polar opposites. In fact, elements
of both designs can be used together in
mixed-methods studies.