Qualitative versus

Quantitative Research

(Source: W.G. Zikmund, “Business Research Methods,” 7th Edition, US, Thomson, South-Western, 2003)

How Qualitative and Quantitative Researchers See the World

Qualitative vs. Quantitative ResearchQualitative Research Quantitative Research

PurposePurpose Discover ideas; develop a detailed and in-depth understanding of a phenomenon

Test hypotheses or specific research questions

ApproachApproach Observe and interpret Measure and test

Data Collection MethodsData Collection Methods Unstructured; free- forms Structured; response categories provided

Researcher Researcher IndependenceIndependence

Researcher is intimately involved; results are subjective

Researcher is uninvolved; results are objective

SampleSample Small samples – often natural setting

Large samples to allow generalization

Most often used in:Most often used in: Exploratory research designs

Descriptive and causal research designs

Qualitative vs. Quantitative Research

Qualitative Research

To gain a qualitative understanding of the underlying reasons and motivations

Small number of non-representative cases

Unstructured; asks a broad range of questions

Non-statistical; subjective interpretations

Develop an initial understanding

Objective

Sample

Data Collection

Data Analysis

Outcome

Quantitative Research

To quantify the data and generalize the results from the sample to the population of interest

Large number of representative cases

Structured

Statistical

Conclusive; recommends a final course of action

Contrasting Exploratory and Confirmatory Research

Qualitative dataQualitative data Data that are not characterized by numbers but

rather are textual, visual, or oral. Focus is on stories, visual portrayals, meaningful

characterizations, interpretations, and other expressive descriptions.

Quantitative dataQuantitative data Represent phenomena by assigning numbers in

an ordered and meaningful way.

Criticisms (Quantitative vs Qualitative Research)

Basic Criticisms of Quantitative Research Preoccupied with control Reductionist Top down Misses big picture

Basic Criticisms of Qualitative Research Subjective Biased Results not generalizable Unable to identify causal relationships

Quantitative Research

Is deductive and linear Employs statistical tools such as regression

analysis to explain variance in the data (can be theoretical or empirical)

Example – Is there a relationship between variable X and Y? Is the increase in sales caused by an

increase in advertising expenditure?

Qualitative Research

Is inductive and spiral Employs case study methods or

action research to explore some phenomena or particular problems

Example – What are the relationships between variable X and Y?

Qualitative Research Process

Start with a general question that you want to research

Ask questions, observe different situations Analyze the materials/information collected Discover emerging theme or thesis Formulate new theory or approach Ask more focused/directed questions Further observations and interview Tentative conclusions and emerging

hypotheses

Qualitative Research Process

Attempt to represent complex phenomena with multiple variables operating simultaneously, rather than isolating the independent effects of single variables

Study phenomena as they occur naturally without trying to hold factors constant or control ‘confounding’ factors

Qualitative Research Process

Observation Data Gathering Theory Formulation Research Objectives/Hypotheses

Development Further Data Gathering Data Analysis Deduction from theory

Qualitative Research Process

There is a continuum between qualitative and quantitative research Can you define “strong” typhoon? (pure

qualitative) If you are asked to measure typhoon level

(pure quantitative ) But - rating techniques like – Can you rate

the “strength of typhoon” on the scale of 1 to 5 (becomes in between qualitative and quantitative)

Generalization in Qualitative Research

A generalization is usually thought of as a statement or claim that applies to more than one individual, group, or situation.

The value of a generalization is that it allows us to have expectations about the future.

A limitation of Qualitative Research is that there is almost NO justification for generalizing the findings of a particular study.

Due to this problem, replication of qualitative studies becomes more important than for quantitative studies.

Ethics and Qualitative Research

Ethical concerns affect qualitative research as do other forms of studies.

The following are important to repeat: Identities of participants should be protected Participants should always be treated with

respect Researchers should do their best to ensure

that no physical or psychological harm will come to anyone who participates in the study

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Common Qualitative Research Tools