Before writing a research paper, the preliminary step that academics need to engage in is research itself. It is an important activity in fields like academia, marketing, and journalism. And conducting it often requires a plan or a method. Across fields, the two most common methods used are qualitative research and quantitative research.
Qualitative Research
Qualitative research is based on data that is not numerical or, more simply put, data that cannot be measured. It is highly focused and delves deep into the subject. The findings of such research usually cannot be generalized across larger populations and remain highly localized. However, qualitative research is very important to provide a body of data that can be further used in different studies, to construct frameworks and hypotheses, and to conceptualize ideas and/or theories.
Qualitative research is a very personalized method, and a lot of the results depend on the researcher. The data is not manipulated in any explicit manner, but since there are no fixed variables in such research, what element gets greater attention is up to the researcher’s judgment and may even be subjected to their bias. The design of qualitative research can be very flexible. However, it remains rooted in facts.
Data Collection Methods
The data for qualitative research is collected through various methods, usually involving close interaction with the subjects and/or respondents.
- Interviews: Interviews for qualitative research are on a one-on-one basis and usually unstructured, i.e. they don’t have a fixed pattern or pre-determined questions. They are conducted to gain in-depth information, and the number of persons interviewed is usually kept small.
- Focus groups: For qualitative research, focus groups are usually small and the individuals involved are most likely specialists and experts in their fields.
- Observations: In the case of qualitative research, the researcher observes the phenomenon in an uncontrolled environment without interfering with anything. These observations are then duly recorded.
- Ethnographic research: This type of data collection is usually employed in sociological and cultural qualitative studies. It takes place over a considerable duration, sometimes lasting years, and may involve the researcher embedding themself in the society they are studying.
- Literature collection
The analysis of all this data cannot be done in a statistical manner as it isn’t numerical. Instead, the data is interpreted and analyzed through an array of techniques and frameworks, subject to the researcher’s discretion.
An important method of qualitative research is the case study. This is an exhaustive dive into a particular case, where all of its aspects are studied in great detail and analyzed. While the results certainly cannot be generalized, case studies provide a very good base for comparative studies.
The exhaustiveness of qualitative research is both a strength and a weakness of the method. The weakness lies in the amount of time and resources needed to perform such research. The inability to generalize the results and the fact that such studies cannot be replicated are further limitations.
Quantitative Research
Quantitative research is based on quantifiable, or measurable, data and is hence numerical. It is objective and aims to answer explicit research questions. These studies are conducted using large samples that are representative of the target population. They are designed to be generalized.
Quantitative research designs are highly structured, and they study the nature of the relationship between at least two predetermined variables, one dependent and the other independent. The results of such studies can be easily replicated.
Data Collection Methods
There are numerous methods of collecting data for quantitative research. Below are some that are largely used in academic disciplines like psychology and sociology and also in fields like marketing research:
- Surveys
- Questionnaires
- Polls
- Interviews: Interviews for quantitative research have rigid structures with a fixed number of questions requiring one-word or very brief answers. They can be conducted through various means – in-person, telephonically, online, etc.
- Focus groups: Focus groups for quantitative research are large, and participants don’t require specialized knowledge of the subject under discussion.
The sample sizes are determined, and the participants are selected with the application of various methods chosen by the researcher based on their requirement.
The method of data analysis is also chosen similarly. There are numerous well-defined techniques to analyze the collected data, and the researcher decides which ones to use based on their need.
Quantitative research also includes those studies conducted in highly controlled environments such as laboratories.
The advantages of quantitative research are many and apparent. However, they are limited in their scope and, as a result, can be superficial.
Qualitative vs. Quantitative Research
The differences between qualitative and quantitative research are many, beginning with the type of data required down to its analysis.
- Aim: Quantitative research aims to determine the validity of a hypothesis, while the goal of qualitative research is to obtain a detailed understanding of the subject being studied. Both their findings, however, may contribute further toward theory and hypothesis building.
- Objectivity: Quantitative research is highly objective, while the researcher’s subjectivity is a major influence on the findings of qualitative research.
- Nature of data required: Quantitative research requires numerical data, while qualitative research needs non-numerical data.
- Type of data analysis: Quantitative research utilizes statistical methods, while qualitative research uses non-statistical methods of analysis.
- Rigidity of research design: Quantitative research has a highly rigid structure, while qualitative research utilizes more fluid and flexible designs.
- Replicability: The findings of quantitative research can be easily replicated, while those of qualitative research cannot.
- Control: Quantitative research may sometimes need the researcher to control the environment in which it is being conducted. However, any interference from the researcher while engaged in qualitative research would likely compromise the findings of that study.
Selecting the Right Method
As seen above, there are several differences between the two research methods. However, a core difference between the two is the type of data they deal with. And that is determined by the research questions. Therefore, once the researcher has chosen their specific field, they need to frame their research questions before selecting the research method to use.
Quantitative research is mainly engaged in answering descriptive questions such as “what.” For example:
- What is the relationship between two given variables?
- What is the opinion of the people living in a particular area regarding such and such policy?
Qualitative research is engaged in answering more complex questions – “why,” “how,” “so what,” and sometimes even “what next.”
Here are some examples:
- Why does a group of people hold the beliefs it does?
- How do certain customary practices impact the people?
Traditionally, quantitative research studies have been conducted across all fields. Qualitative research, on the other hand, has been mostly associated with academia – with social sciences in particular. However, its significance to more scientific disciplines – psychology being a prominent one – has begun to be recognized over the last few decades.
