Distinguish between Qualitative and Quantitative Research

Quantitative research is done to find the accurate facts by evaluating the problems like opinion, behaviour by using numerical data. This research is based on theories, hypothesis, collecting, analysing the data to make the research accurate.

Quantitative research methods are objective as it uses measurements and analysis of statistical data to answer the study question. The researchers’ opinions do not affect the outcome of the study, ensuring that the study is unbiased. Another advantage is quantitative research uses numbers and statistics which is understood universally (Houser,2008).

A quantitative study has objective stances, logic, and numbers focusing on unchanging data and details (Babbie, E.R., 2010). The aim of quantitative research is to classify features, count the features, and construct statistical models to explain what was observed (McNabb, D.E., 2008). It has eight characteristics:

Qualitative methods may include focus groups, in-depth interviews, and reviews of documents. Primary inductive process is used to formulate theory or hypotheses. The qualitative method is more subjective, it describes a problem or condition from the point of view of those experiencing it. It is

“Quantitative research involves numbers and measuring quantitative or amounts”. (Whitehouse, M, 2010:425). Methods that involve quantitative data may

Scientific method involves quantitative information. For example measuring changes in the body and analysing blood or urine samples. Body mass index is used to measure height and weight to distinguish whether an individual is a healthy weight.

“Researchers who use quantitative research method seek objectivity through testable hypotheses and carefully designed studies, and gather date that can be reported in numbers and statistics” (Crawford, 2016, p. 66). According to Crawford (2016, p. 66) “conclusions from this study are drawn from statistics and generalized to populations of interest”. Unlike qualitative that helps to eliminate opinions and thoughts, quantitative quantify opinions and thoughts and they obtain results from a larger sampling population. As I had previously stated on my discussion board “Quantitative researcher’s collection methods include many different kinds of surveys for example; online surveys, paper surveys, online polls, face-to-face interviews, telephone interviews, and etc”(myself). “They use the surveys to measure attitudes, behaviors, and opinions” (myself).

Quantitative research: In quantitative researches, surveys are conducted to collect numerical data. Most of the surveys include close-ended questions which are less time consuming. It is quite easy to collect such data as consumers tend to be more co-operative. The collected data is further analyzed for a proper conclusion.

The method used for the study was quantitative, this was chosen rather than a qualitative as this deals with facts and figures and is an investigatory type of study. This can be either experimental or non experiment. Experimental is the method used in this study which looks at cause and effect, and involves dependent and independent variables. (Balnaves and Caputi, 2001) A qualitative study can be described as interpretive which deals with personal thoughts and feelings (Flick, 2009).

Quantitative Research- a research based on experimental data, a survey that proves the actuality of the theory.

Quantitative research involves collecting data, which can be expressed numerically. The design is well structured with pre-determined outcomes. It frequently involves testing a hypothesis, which then can be analysed from the data deductively using statistical methods. Using numerical data is easier to analysis mathematical, so larger sample sizes can be utilised compared to qualitative research, therefore giving a better representative of the population; along with simplifying the process of making a generalisation. Another advantage is that studies can easily compare to similar findings (Kruger, 2003). The disadvantages are the results are limited and might not provide a proper understanding of the topic. Also, statistics and leading questions can be used to give a false representation of the data when summarising.

According to Kothari (2008) qualitative research is concerned with qualitative phenomena which are related to or involve quality or kind. Qualitative research engages the collection and analysis of non-numerical data obtained from experiments, interviews, observations, and other resources involving statements and arguments. Research is conducted into particular context and non-numerical interpretive approach is used to produce narrative description of research data. Unlike quantitative research, this type of research considers the underlying facts behind the establishment of particular behaviors and assumptions. It is commonly used in behavioural sciences where the aim of research is to discover underlying motives of human behaviour.

Quantitative research design is an excellent way of finalizing results and proving or disproving a hypothesis. The structure has not changed for centuries, so is standard across many scientific fields and disciplines. After statistical analysis of the results, a comprehensive answer is reached, and the results can be legitimately discussed and published. Quantitative experiments

Qualitative research methods are utilized to study the social and cultural phenomena. So it includes observation, participant observation (field work), interview sessions, documents and texts and finally the researcher’s imitations and feedback. [Myers, 2009]

(ii) Experimental vs Non-experimental Research: Experimental research examine the possible influence that one factor or condition may have on another factor or condition. The experimental research is mostly conducted in laboratory, as it is in physics, biology and other pure sciences.