Qualitative and Quantitative Approaches

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,

There are many benefits of utilizing quantitative methods in research. The benefits are precise numerical data, previously constructed theories can be tested and validated, results can be generated from sufficient random samples sizes, and less time is needed for data analysis. The weaknesses of quantitative methods are that due to the focus of the theory used the researcher may miss phenomena occurring, or the information gained may be too general to be applied to the individuals. The other weaknesses are colleagues may not understand the categories used, and colleagues may not understand the theories used by the researchers. (Zikmund et al, 2010) Qualitative Methods

These strengths however, are not the sole prerogative of quantitative designs. Indeed, many of the arguments for the use of quantitative research, especially in an academic climate where resources are limited, have pragmatic origins in terms of allowing large scale data collection and analysis at reasonable cost and effort, as well as providing statistical "proof".

Quantitative research is used make inferences based on a certain experience by incorporating a large or wide number of participants that are measurable and that have objective hard data that will allow for a statistical control and generalizability across many populations. (Sheperis, Young, Daniels, 2010). This data will come from surveys and experimental methods and proves to be rather valuable.

Within any rubric of research, collecting multiple forms of data increases the credibility, actionable items, and alignment of data collection strategies. At the very center of validity studies for primary research, though, is the scientific method. The term scientific method refers to a way of investigation or the acquisition of knowledge through the testing of a theory or hypothesis, then working through measurements (observation and empirical notes) to come up with a result, which should prove or disprove the original theory (Johnson & Christensen, 2009; Cary, 2008). Within most environments, there are several basic issues that can be studied either quantitatively or qualitatively, or with a mixed method. There is no absolute way to analyze or construct data- there may be a preferred way based on the research question, and much depends on the size of the sample, what the research is meant to identify, and what type of analysis one wants for the final product (e.g. an internal study designed to start a project might have a different need that one that is being placed before a Board of Directors, or one that might involve millions of dollars in product changes, and upgrades. In general quantitative is more numerically oriented, statistics, and measurements; qualitative more opinions, feelings, emotions, but often coded to be calculated.

Some of the advantages of qualitative data are that it does allow for in-depth study of subjects, and researchers can probe for more information. However, qualitative research can be quite costly due to the intensive labor required. It is challenging to obtain large enough sample sizes to represent a population. Also, it is very difficult to analyze qualitative data and use statistical methods to analyze it. Without statistical methods and analysis, it is also more challenging to analyze patterns or correlations in the data.

According to the research process, quantitative data is useful since it allows researchers to analyse and measure data. Quantitative data’s disadvantage is, it does not study things in natural environments or the significant issues of things to different people, while qualitative data is more comprehensive and valuable to data due to their written information or witnesses. (Cheal, D. 2002)

Each approach has its own strengths/advantages and weaknesses/limitations, and the choice of method depends primarily on the purpose, type of research question to be answered, setting, and time and resource constraints. However, recent literature suggests and provides a strong basis for the combination of both methods (Kanbur and Shaffer,

involves a bigger sample size and to confirm an inferred hypothesis. Hence, it is important to have the balance of both qualitative and quantitative methodologies in a combined methodologies research study.

(Lichtman, M. 2006) It is true that most of the management in the business world go for mixed methodologies in order to attain comprehensive and accurate findings of the research. Having said that there are pros and cons of both the methods that are taken into account by the management in order to achieve set goals and overcome hindrances in the business. Qualitative method of research is a speedy process that provides fresh and inventive results with in- depth analysis of the matter of research. Statistical data may enlighten on the percentile of people switching over to other brand but it is only through interaction with the customer base that the reason behind the switch over can be found. Since qualitative method of research requires fewer participants, the findings can be achieved in lesser time as compared to quantitative method. A firsthand experience is an added advantage of this method since it allows the research to observe and then ask relevant question, which in turn saves time. While it is easy to highlight the pros of qualitative method, looking for advantages of quantitative method of analysis is no difficult. Since the advent of modern and sophisticated tools of statistical analysis, tremendous growth in the field of finance and econometrics has been witnessed. One vital distinction of the two is description versus measurements whereby quantitative exploration is commanded by extensive scale empirical surveys while qualitative

Quantitative research is one of the most common methods that researchers in different disciplines employ in order to collect and analyze data. Cohen (1980) defined quantitative research as the empirical procedures that researchers apply while tackling social phenomena and problems using numerical measurements and standard norms. Furthermore, Creswell (1994) indicated that mathematical means are applied in quantitative research to investigate and analyze phenomena via collecting numerical data collection. Quantitative research addresses phenomenon and problems in an objective manner using scientific, numerical and statistical procedures and measurements.

There are generally two kinds of research: qualitative and quantitative. For any research project the researcher needs to be clear about which type of research will provide the information required. The role of qualitative research is to tell you why; quantitative research tells you how many. The methods are quite different.

Several academics have attempted to ascertain the differences between qualitative research and quantitative research. Hair et al. (2007) for example emphasized the main differences stating that quantitative data are measurement in which numbers are used directly to represent the characteristics of something, thus, the number related records lends itself to statistical analysis. While qualitative data represents descriptions of things that are made without assigning numbers directly. This method is architecture to facilitate better understanding of people, understand the culture and social perspective of people (Myers, 2009). The following differences were emphasized by Saunders et al. (2009) and Hair et al. (2007):

1. Quantitative Research – Research that goes through a specific method to reach a conclusion, based upon a hypothesis, research problem, gathering of data, analyzing and interpreting the data using statistical means. One way quantitative research is used in educational practice is looking at test scores among a specific group of individuals, and comparing data outcomes with other groups to notice trends.

Quantitative research helps in having a starting point and have boundaries limited when it comes to interaction. The quantitative data collection attracts large sample size for generalisation of findings on the target population across different groups and communities.