Comparing and Contrasting Qualitative and Quantitative Social Research Methodology

Research, no matter what field, is often conducted and analysed in accordance with two basic approaches: quantitative and qualitative. The quantitative approach aims to test a hypothesis and examine the relationship through generating numerical data or other information that is than converted into numbers, whereas the qualitative approach is more exploratory, aiming to gain a deeper understanding of the research subject. Through breaking down and examining the key features in each of these approaches it is evident that although they both begin with a problem the researcher aims to understand they fundamentally differ. The table below shows side by side comparisons, highlighting the differences that can be used to differentiate these approaches, described broadly across three main categories.

This paper primarily concerns qualitative research, but we were asked to compare both qualitative and quantitative methods. During comparison, there are many noted differences in both study designs, but not many similarities. Qualitative research uses a subjective approach with a large sample population. It collects non-statistical data, using an unstructured or semi-structured technique (Nieswiadomy & Bailey, 2018). Quantitative research uses an objective approach and large, random, sampling to ask opinions in a structured way. The findings of quantitative studies are conclusive and used to recommend a final course of action (Nieswiadomy & Bailey, 2018). While it is hard to see similarities between the two, both methods aim to find a solution to a problem or question, the researcher doing the study may affect the outcome and an analysis of the collected data must be done (Souza, 2017). What many don’t realize is the connection amongst the two. You can say, both types of research build upon one another, meaning quantitative studies can quantify results found in qualitative research (Souza, 2017).

Qualitative research is subjective data and is often used in the social sciences (Sarantakos 2013, p. 48). Qualitative research is devoted to gathering facts, this can be completed through personal experiences, behaviours, and observations (Sarantakos 2013, p. 46). The purpose of qualitative research is to gather an in depth understanding of human behaviour and the explanations for the behaviour (Martijn & Sharpe 2006, p. 1). An issue with only using a qualitative method is efficacy, qualitative studies cannot address relationships between variables with the degree of accuracy that is required to establish social trends (Sarantakos 2013, p. 46).

Within this assignment there will be a clear demonstration and understanding of the concept of research in relation to the acquisition of underpinning knowledge appropriate to my programme of study. I will also be undertaking a comparative analysis of the nature and validity of quantitative and qualitative research methods. I will also be demonstrating skills in critical analysis of methods of data collection and selection of appropriate methods to informing future working practice. I will also be analyse the ethical considerations in relation to the development and undertaking of research.

A quantitative approach is associated with the collection of facts, usually statistical in form, favoured by positivist sociologists. The quantitative approach studies the relationships between different groups of facts to find correlations or the ultimate goal, cause-and-effect relationships. The quantitative approach often results in patterns becoming translated into generalisations about the behaviour and attitudes of wider society.

For quite a while there has been some discussion around which method of distinctions between Qualitative research and quantitative research. This has been fired in later years with some thinking that a combination of the two is best practice especially in social

Quantitative and qualitative research generates from two different perspectives, and it provide different types of crucial information from the research subject. Qualitative research corresponds more with comprehensive and thorough descriptions of events, whereas quantitative research creates statistical models to explain events. Several advantages and disadvantages in qualitative and quantitative research, depends upon the researcher's purpose and area of focus and information that will answer those research questions (Creswell, (2013).

Researchers are sometimes using Quantitative and Qualitative research methodologies interchangeably, or all three of the methodologies including the mixed approach, Creswell (2009). However, the most distinctive differences between the two is the application used, or the design, using words for qualitative analysis, and

The researcher must set a clear hypothesis, showing the relationship between independent and dependent variables. In quantitative research tools are used to collect numerical data. The information can be gathered using questionnaires or some type of equipment. Quantitative data is efficient at testing a hypothesis, but can miss contextual detail. In quantitative research, the researcher is often objectively separated from the subject matter. One of the ways quantitative research is different from qualitative research is that quantitative research requires extraction of large amounts of statistical data. Qualitative research is focused in on personal viewpoints and opinions of a smaller number of subjects (typically). Qualitative research can take more time than quantitative research (McCusker & Gunaydin,

Qualitative research uses data obtained through methods such face- to- face interviews, observations, and focus groups. Data is analyzed by looking for trends and patterns. Quantitative research use numerical and statics to process the answer specific questions. Statistics used to support assessment of research. Analysis techniques are used to report are affected by the questions addressed and type of information that is expected in the research discoveries (Wakoff, 2007).

Qualitative data is not numerical and is more likely to take the form of observations or interviews. Obviously, it is very difficult to perform any statistical analysis on this kind of data. A further problem is that another researcher cannot replicate this data and therefore it is difficult to check the validity of what has been written. Researchers using this kind of data must be careful to avoid subjectivity, that is, they must avoid letting their personal beliefs or preferences affect the way they record and interpret the data. The advantage of this form of data collection is that it allows the researcher to answer open-ended questions; consequently, it is more flexible. Qualitative data also provides opportunities to explain the context of an observation and can therefore present a fuller picture (OU, 2001).

When peole look at the two types of researchers, people will see that the qualitative methods look for various ways to test and ensure the quality of their findings.Many researchers dismissed qualitative research as being imprecise and composed of dissimilar methods; however, when rsearcher look at this factor. The goal of the whole setup is to look and study the experience of the phenomenon and not to generalize. Therefore, the basis of this ethnographic research is the social concept description, and this also develops the theoretical backdrop.

The more ‘extreme’ positions in the debate between qualitative versus quantitative research state that qualitative research is “unscientific, anecdotal, and saturated by the opinions of the researcher”, whereas the latter is “not representative of human behaviour” (Natasi & Schensul, 2005).

Qualitative research focuses on exploratory research that looks at personal opinions, motivations, and emotions behind the information gathered. Qualitative research helps give insight into understanding the deeper meaning and answering the why and how behind the research. When conducting qualitative research one must first decide on a sample selection, which means picking a target population, community, or study area to obtain information from. Qualitative data collection is usually left open-ended using methods such as interviews, observations, focus groups, case studies, and assessments to produce common themes during data analysis (Yates & Leggett, 2016). There are two different kinds of data analysis, inductive and deductive. “Inductive analysis involves discovering patterns, themes, and categories in one’s data, whereas deductive analysis begins

In particular, qualitative researchers tend to focus more on the social-constructed reality and the contextual influence, interaction and constraints between the researcher(s) and the participants. They are interested in finding answers to questions that focus on the “social construction of experience and how meaning is created” (Cooper & White, 2012, p. 15). However, quantitative researchers “emphasize measurement and analysis, and focus on product rather than process” (Cooper & White, 2012, p. 15). Quantitative researchers perceive reality as observable and external so that they are interested in conducting research which is based on measurement or calculation. Therefore, it is the ontological and epistemological beliefs that usually drive the methodological preferences, but what helps the researchers make their final decisions about research methods is the guiding research question(s). Sechrest and Sidani (1995) point out the commonality that both methodologies “describe their data, construct explanatory arguments form their data, and speculate about why the outcomes they observed happened as they did (p. 78)”. Both research methodologies need to address issues of either validity or credibility, make the data unbiased and the research design as rigorous as possible.