Qualitative vs. Quantitative Research

Qualitative vs. Quantitative Research

When conducting research of any kind, there are two routes to take: qualitative or quantitative; however, it is preferable to complete both types of research.

Qualitative Research
  This type of research is done to gain understanding of underlying reasons and motivations of a certain behavior. It is extremely in depth and from it researchers gain a deeper look into the setting of a problem. It is also done to uncover trends in thoughts and opinions of society.

 Advantages
View behavior in a naturalistic setting
Increase depth of understanding- the quality of answers are what’s important. Not the quantity.
Flexibility- seeing the same answers over and over again allows for ending of research.

Disadvantages
small sample size sometimes
information may not be generalizable beyond the sample studied
Expensive method of data collection
    Data reliability-
    completeness of data
    selective perception- as humans, we tend to analyze data that fits the favored interpretation and      dismiss the information that does not.
  reactivity- the act of observing a situation changes the situation itself.

Examples of methods of data collection
intensive interviews
content analysis
observation
When using qualitative research, it is important to establish trustworthiness by using multiple methods of data collection.


Quantitative Research
this type of research is all about the numbers. The goal is to quantify the problem and understand its prevalence by looking for results which can be easily projected. In quantitative research, we can easily project results to a large population since the sample is representative. It is also used to examine specific relationships.

Advantages
fairly cheap and easy
collect large amounts of data
easily generalizable
large sample size (can also be a disadvantage)

Disadvantages
not observed in a natural setting; therefore context of study is ignored
large sample size equals higher chance of inaccurate results

Methods of data collection
surveys
questionnaires





Readings:
http://www.snapsurveys.com/techadvqualquant.shtml
http://www.surveygizmo.com/survey-blog/quantitative-qualitative-research/