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Qualitative and Quantitative Research: A Comparative Analysis, Slides of Qualitative research

University of Washington (UW) - SeattleQualitative research

Qualitative Research is collecting, analyzing, and interpreting data by observing what people do and say. Whereas, quantitative research refers to counts and ...

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2022/2023

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Imperial COE, 2006
John D. Anderson, Superintendent of Schools Page 3
Qualitative and Quantitative research
There are numerous differences between qualitative and quantitative measurement.
Quantitative Research
Quantitative Research options have been predetermined and a large number of respondents are
involved. By definition, measurement must be objective, quantitative and statistically valid.
Simply put, it’s about numbers, objective hard data. The sample size for a survey is calculated by
statisticians using formulas to determine how large a sample size will be needed from a given
population in order to achieve findings with an acceptable degree of accuracy. Generally,
researchers seek sample sizes which yield findings with at least a 95% confidence interval
(which means that if you repeat the survey 100 times, 95 times out of a hundred, you would get
the same response), plus/minus a margin error of 5 percentage points. Many surveys are designed
to produce a smaller margin of error.
Qualitative Research
Qualitative Research is collecting, analyzing, and interpreting data by observing what people do
and say. Whereas, quantitative research refers to counts and measures of things, qualitative
research refers to the meanings, concepts, definitions, characteristics, metaphors, symbols, and
descriptions of things.
Qualitative research is much more subjective than quantitative research and uses very different
methods of collecting information, mainly individual, in-depth interviews and focus groups. The
nature of this type of research is exploratory and open-ended. Small numbers of people are
interviewed in-depth and/or a relatively small number of focus groups are conducted.
Participants are asked to respond to general questions and the interviewer or group moderator
probes and explores their responses to identify and define people’s perceptions, opinions and
feelings about the topic or idea being discussed and to determine the degree of agreement that
exists in the group. The quality of the finding from qualitative research is directly dependent
upon the skills, experience and sensitive of the interviewer or group moderator.
This type of research is often less costly than surveys and is extremely effective in acquiring
information about people’s communications needs and their responses to and views about
specific communications.
Basically, quantitative research is objective; qualitative is subjective. Quantitative research
seeks explanatory laws; qualitative research aims at in-depth description. Qualitative research
measures what it assumes to be a static reality in hopes of developing universal laws. Qualitative
research is an exploration of what is assumed to be a dynamic reality. It 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.
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Qualitative and Quantitative research

There are numerous differences between qualitative and quantitative measurement.

Quantitative Research

Quantitative Research options have been predetermined and a large number of respondents are

involved. By definition, measurement must be objective, quantitative and statistically valid.

Simply put, it’s about numbers, objective hard data. The sample size for a survey is calculated by

statisticians using formulas to determine how large a sample size will be needed from a given

population in order to achieve findings with an acceptable degree of accuracy. Generally,

researchers seek sample sizes which yield findings with at least a 95% confidence interval

(which means that if you repeat the survey 100 times, 95 times out of a hundred, you would get

the same response), plus/minus a margin error of 5 percentage points. Many surveys are designed

to produce a smaller margin of error.

Qualitative Research

Qualitative Research is collecting, analyzing, and interpreting data by observing what people do

and say. Whereas, quantitative research refers to counts and measures of things, qualitative

research refers to the meanings, concepts, definitions, characteristics, metaphors, symbols, and

descriptions of things.

Qualitative research is much more subjective than quantitative research and uses very different

methods of collecting information, mainly individual, in-depth interviews and focus groups. The

nature of this type of research is exploratory and open-ended. Small numbers of people are

interviewed in-depth and/or a relatively small number of focus groups are conducted.

Participants are asked to respond to general questions and the interviewer or group moderator

probes and explores their responses to identify and define people’s perceptions, opinions and

feelings about the topic or idea being discussed and to determine the degree of agreement that

exists in the group. The quality of the finding from qualitative research is directly dependent

upon the skills, experience and sensitive of the interviewer or group moderator.

This type of research is often less costly than surveys and is extremely effective in acquiring

information about people’s communications needs and their responses to and views about

specific communications.

Basically, quantitative research is objective; qualitative is subjective. Quantitative research

seeks explanatory laws; qualitative research aims at in-depth description. Qualitative research

measures what it assumes to be a static reality in hopes of developing universal laws. Qualitative

research is an exploration of what is assumed to be a dynamic reality. It 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.

Characteristics of quantitative and qualitative research

Quantitative Qualitative

Objective Subjective Research questions: How many? Strength ofassociation? Research questions: What? Why?

"Hard" science "Soft" science Literature review must be done early in study Literature review may be done as study progresses or afterwards Test theory Develops theory One reality: focus is concise and narrow Multiple realities: focus is complex and broad Facts are value-free and unbiased Facts are value-laden and biased Reduction, control, precision Discovery, description, understanding, sharedinterpretation

Measurable Interpretive Mechanistic: parts equal the whole Organismic: whole is greater than the parts Report statistical analysis. Basic element of analysis is numbers

Report rich narrative, individual; interpretation. Basic element of analysis is words/ideas. Researcher is separate Researcher is part of process Subjects Participants Context free Context dependent Hypothesis Research questions Reasoning is logistic and deductive Reasoning is dialectic and inductive Establishes relationships, causation Describes meaning, discovery Uses instruments Uses communications and observation Strives for generalizationGeneralizations leading to prediction, explanation, and understanding

Strives for uniquenessPatterns and theories developed for understanding

Highly controlled setting: experimental setting (outcomeoriented) Flexible approach: natural setting (process oriented)

Sample size: n Sample size is not a concern; seeks "informal rich" sample "Counts the beans" Provides information as to "which beans are worth counting"