Running Head: similarities and differences between quantitative and qualitative research

Similarities and differences between quantitative and qualitative research

MAHESH DASARI RESEARCH METHODS

Running Head: similarities and differences between quantitative and qualitative research

Research is divides into two kinds: Qualitative research and Quantitative research. Quantitative research Quantitative researches deals with logical and also with data-led operations to provide the measure of what people think in a practical and numerical perspective. Quantitative research can gather a huge amount of data that can be easily created and manipulated into reports for analysis. Quantitative research hugely used for methods such as questionnaires and surveys with several questions and answers that respondents tick from a predefined selection. The results can be measured in the feeling such as agree disagree or the numbers such as scales out of 10. Quantitative research is very reliable in terms of how its reaching out such as through the post, online or even over the phone. If you are carrying out research, make sure that you have a fair cross section of respondents and that you have enough of them to provide a greater range of reliable data. Qualitative Research Unalike quantitative research which depend on numbers and data, qualitative research is more specifically on how people feel, they consider and their certain choices. Qualitative research is hugely led with discussion around certain concepts or ideas with questionnaire. Participants are supported to explain or describe their reasons for having certain responses which can reveal underlying motivations, associations and behavioral triggers. The most general forms of qualitative research consist of specific groups relevant to the target market or one to one interviews, conducted face to face or over the telephone.

Running Head: similarities and differences between quantitative and qualitative research

Qualitative Research is abstract for beginning stage of research projects. Qualitative Research is primarily subjective in approach as it to understand human behavior. Researchers have the goal to become subjectively immersed in the subject matter in this type of research method. Qualitative research aims to get a better understanding through the experience, reporting and conversations. Similarities: Qualitative and Quantitative are both categories of research used by researchers. Both are different, still have a many similarities. Both the methods are used to collect accurate research that is not biased and the researcher gets the exact right information. Both kinds ask questions though in different ways to be able to arrive at the desired answers. Differentiate between Qualitative and Quantitative research: Qualitative Research Purpose To gain knowledge of fundamental reasons and motivations to provide perception into the setting of a complications, generate ideas and hypotheses for later quantitative research Quantitative Research To quantify data and normalize results from a sample for the population of interest to measure the occurrence of various views and opinions in a chosen sample.

Sampling

Usually a less number of non-

Usually a large number of

Running Head: similarities and differences between quantitative and qualitative research

representative cases. Respondents selected to fulfill a given quota.

cases representing the population of interest. Randomly selected respondents.

Data collection

Consists of both unstructured or semi-structured techniques e.g. individual interviews and group discussions.

Consists only structured techniques such as online questionnaires, on-street or telephone interviews. Statistical data is usually in the form of tabulations (tabs). Findings are conclusive and usually descriptive in nature.

Data analysis

It is Non-statistical.

Conclusion

Investigate and/or investigative. Findings are not conclusive and cannot be used to make generalizations about the population of interest. Develop an initial understanding and sound base for further decision making.

Used to recommend a final course of action.

Running Head: similarities and differences between quantitative and qualitative research

BLIOGRAPHY Alasuutari, P. (1995) Qualitative and quantitative analysis as a continuum, Researching Culture: Qualitative Method and Cultural Studies. Sage: London: 130-132. Balnaves, Donald and Shoesmith (2009) Ch.14 in Media theories and approaches: a global perspective. Palgrave Macmillan: Basingstoke: 278-292 Bertrand, I. & Hughes, P. (2005) - Of elephants, definitions and models: the context of media research, Ch. 1 in Media Research Methods: Audiences, Institutions, Texts. Palgrave Macmillan: Basingstoke: 1-20. Bryman, Alan (2006) Integrating quantitative and qualitative research: how it is done? Qualitative Research, Vol.6 (1): 97-113. Kayrooz, C. &Trevitt, C. (2005) - Research purpose and approach Ch. 8, Research in Organizations and Communities: Tales from the Real World. Allen &Unwin: Crows Nest: 103124 Johnson, B., & Christensen, L. (2008). Educational research: Quantitative, qualitative, and mixed approaches (p. 34). Thousand Oaks, CA: Sage Publications. Lichtman, M. (2006). Qualitative research in education: A users guide (pp. 7-8). Thousand Oaks, CA: Sage Publications.