Module 1.1: Qualitative vs Quantitative Research

Study Notes

Quantitative Research
- Utilizes objective, systematic empirical investigation.
- Involves computational techniques applied to quantifiable data.
- Focuses on numerical analysis to generalize findings to larger populations.
- Concerned with measurable and countable variables.
- Data primarily in numerical form, enabling statistical analysis.
- Instruments used are structured and standardized.
- Sample sizes are typically large (n>30).
- Results are objective and can be generalized.
- Employs statistical methodologies to quantify phenomena like attitudes and behaviors.
- Allows for replicable studies through standardized approaches, enhancing validity.
Qualitative Research
- Aims to understand underlying reasons, opinions, and motivations.
- Delves deeper into phenomena using words, perceptions, and feelings instead of numbers.
- Often employs open-ended questionnaires to gather rich data.
- Sample sizes are small (5-20 participants) and respondents are selected to meet specific quotas.
- Research questions are well-defined to seek objective answers.
- Data collection instruments are less structured and often exploratory.
- Data is typically presented in the form of thematic analysis rather than numerical analysis.

Quantitative Research Characteristics
- Objective measurement ensuring accurate results and analysis of concepts.
- Research questions are clearly defined prior to data collection.
- Data collection is guided by structured instruments promoting reliability and validity.
- Summarized data presented through figures, tables, or graphs helps identify trends and relationships.
- Preferably uses large sample sizes to ensure statistically valid results.
- Random sampling is critical to eliminate researcher bias in data interpretation.
- Findings can be replicated in different settings, reinforcing validity and reliability.
Qualitative Research Characteristics
- Focuses on gathering deep insights before concluding or solving problems.
- Small sample sizes aimed at fulfilling specific quotas rather than generalization.
- Relies on the richness of data from responses instead of statistical measures.