Explore the dynamic duo of research methodologies in our presentation on Quantitative and Qualitative Research. Dive into the world of numbers and statistics with Quantitative Research, then shift gears to uncover rich insights and context through the lens of Qualitative Research. Discover how these approaches complement each other to provide a comprehensive understanding of complex phenomena.

1. Academic Writing
Presented By: Group G
 MuzammalIkhlaq
 HashamKhalid
 KashifAli
 BilalIkhlaq

2. RESEARCH

3. TYPES OF DATA
Numerical Data
• A data which can be represented in
numerical form (numbers and digits etc.)
Example:
Literacy rate in a country (90%), Crime
rate (1.411), Production time of a product
(10min) etc.
Non-numerical data
• A data which is represented in words,
text, objects, pictures etc.
Example:
To determine the satisfaction of
employees with current reward system of
the company.

4. WHAT IS RESEARCH
Research is defined as the creation of new knowledge
and/or the use of existing knowledge in a new and
creative way so as to generate new concepts,
methodologies and understandings. This could include
synthesis and analysis of previous research to the extent
that it leads to new and creative outcomes.
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5. TYPES OF
RESEARCH
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6. RESEARCH
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Qualitative Research Quantitative Research

7. QUALITATIVE RESEARCH
• Qualitative research deals with quality or kind. A research which is
conducted to understand human behavior, opinions, attitude,
preferences, experiences on the basis of interpretation & observation is
called qualitative research.
• Qualitative research deals with non-numerical data e.g. Words,
pictures, objects, text etc.

8. QUALITATIVE RESEARCH
• Focused on: Attitude, Behavior, Thoughts, Feelings, Preferences & Thoughts Etc. To
understand the Reasons Behind this.
• Objective: To understand the underlying motives & desires.
• Sampling:
Sample size is small.
Judgmental or purposive sampling.

9. QUALITATIVE RESEARCH
• Data Collection: Non-structured techniques: Surveys, case studies, discussion, focus
group.
• Research Type: Exploratory Research
• Results:
It develops initial understanding.
To explore & go deep in a problem under study.

10. QUANTITATIVE RESEARCH
• Quantitative research relates with the aspects that can be quantified or
can be expressed in terms of quantity.
• Quantitative research deals with numerical data, facts, numbers,
patterns etc.

11. QUANTITATIVE RESEARCH
• Focused on: Numerical & statistical data, facts, values, numbers and represent results
in terms of graphs, tables, charts.
• Objective: To study cause & effect relationship.
• Sampling:
Sample size is large.
Random sampling.

12. QUANTITATIVE RESEARCH
• Data Collection: Structured techniques: Interviews, questionnaire, documents reviews,
observation.
• Research Type: Conclusive Research
• Results:
It recommends final course of action.
Helps to make decisions.

13. THANKS!
ANY QUESTIONS?