MAC 802 Topic 2: When to use quantitative research methods

When to use quantitative research methods: This topic is to describe when to choose
appropriate quantitative methodology in research and delve more in depth into the differences
between qualitative and quantitative research.

Learning Objectives:
i. Compare and contrast quantitative and qualitative research methods.
ii. Describe when quantitative research methods should be used to examine a research
problem.
iii. Provide examples of the appropriate use of quantitative research methodology.

Once a researcher has written the research question, the next step is to determine the appropriate
research methodology necessary to study the question. The three main types of research design
methods are qualitative, quantitative and mixed methods.

Quantitative methods are used to examine the relationship between variables with the primary
goal being to analyze and represent that relationship mathematically through statistical analysis.
This is the type of research approach most commonly used in scientific research problems.

Following is a list of characteristics and advantages of using quantitative methods:

 The data collected is numeric, allowing for collection of data from a large sample size.
 Statistical analysis allows for greater objectivity when reviewing results and therefore,
results are independent of the researcher.
 Numerical results can be displayed in graphs, charts, tables and other formats that allow
for better interpretation.
 Data analysis is less time-consuming and can often be done using statistical software.
 Results can be generalized if the data are based on random samples and the sample size
was sufficient.
 Data collection methods can be relatively quick, depending on the type of data being
collected.
 Numerical quantitative data may be viewed as more credible and reliable, especially to
policy makers, decision makers, and administrators.

There are a variety of quantitative methods and sampling techniques that will be discussed in
detail in the other topics. However, following are examples of research questions where
quantitative methods may be appropriately applied:
 How often do university students between the ages of 20-24 access Facebook?
 What is the difference in the number of calories consumed between male and female
secondary school students?
 What percentage of married couples seek couples counseling?
 What are the top 5 factors that influence a student’s choice of university?
 How many organized sports activities have the average 10 years old child competed in?

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The collection of numerical data through quantitative research methods lends itself well to large
variety of research questions. Other topics will explore when to choose quantitative methods,
how to write a good research question, types of quantitative methods, data analysis, ethics and
many other topics that will lead to better understanding of quantitative research.

Determining Which Method Should Be Used

Debates have been ongoing, tackling which method is better than the other. The reason why this
remains unresolved until now is that, each has its own strengths and weaknesses which actually
vary depending upon the topic the researcher wants to discuss. This then leads us to the question
“Which method should be used?”

If your study aims to find out the answer to an inquiry through numerical evidence, then you
should make use of the Quantitative Research. However, if in your study you wish to explain
further why this particular event happened, or why this particular phenomenon is the case, then
you should make use of Qualitative Research.

Quantitative versus qualitative research methods

Summary of the key features of both methods:

Qualitative research tries to understand the context and has a holistic approach. The
researcher does not exactly know what he is looking for. The results are insights in the form of
Words, quotes or pictures. The results are an interpretation of the researcher and the data is
unstructured. On the other hand, quantitative research tries to classify, count or measure.
The researcher knows in advance exactly what he is looking for. The results are measurements,
in most cases numbers. Quantitative research has the approach to proof a certain question and is
therefore structured.

Qualitative research methods generate insights that are always subjective and an
interpretation of the person who is conducting the research. The results are not replicable
and not statistical correct, but can provide valuable insights for a human centered design process.
On the other hand quantitative research methods are a good instrument a later stage of the
process to validate prototypes or measure improvements.
To say that quantitative research methods are therefore objective and qualitative methods are
subjective, is an over simplification of both methods and is not correct. It is very important to
understand that both methods do not work against each other.

How many people to ask?

Generalization or sampling is the process of cutting out extremes or so called “outliners”

from a research and is a standard in quantitative research. The goal of qualitative methods
in contrast, is to look exactly for those “outliners”, because they can “provide a rich,
contextualized understanding” (Polit, 2010) and be the most valid source for inspiration in the
research process by a “…intensive study of individual cases.” (Polit, 2010)

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This leads us to the question of how many observations are necessary to gain a deeper
understanding of people’s behavior. In general, it depends on the research method, the approach
and the time that is available. Jackob Nielsen, for example, says that five persons in a qualitative
study are in most cases enough for a qualitative survey about human centered design questions.
(Nielsen, 2012) He argues that the first interviewed person provides often the most insights. The
second person will provide similar insights and will add some new insights to the research and so
on. Most important is the fact that asking no people in the design process gives no insights to the
designer, and the more persons you add, the insights are not getting linear more.

Characteristic Quantitative research Qualitative research

Phenomena are described Phenomena are described in a
Type of data
numerically narrative fashion
Analysis Descriptive and inferential statistics Identification of major schemes
Scope of inquiry Specific questions or hypotheses Broad, thematic concerns
Large sample, statistical validity, Rich, in-depth, narrative description
Primary advantage
accurately reflects the population of sample
Superficial understanding of Small sample, not generalizable to
Primary disadvantage
participants’ thoughts and feelings the population at large

Qualitative vs Quantitative Research

Here’s a more detailed point-by-point comparison between the two types of research:

1. Goal or Aim of the Research

The primary aim of a Qualitative Research is to provide a complete, detailed description of the
research topic. It is usually more exploratory in nature.
Quantitative Research on the other hand focuses more in counting and classifying features and
constructing statistical models and figures to explain what is observed.

Qualitative Quantitative
Hypothesis Broad Narrow
Description Whole picture Focused
Type of Research Exploratory Conclusive

2. Usage
Qualitative Research is ideal for earlier phases of research projects while for the latter part of the
research project, Quantitative Research is highly recommended. Quantitative Research provides
the researcher a clearer picture of what to expect in his research compared to Qualitative
Research.
Qualitative Quantitative
Phase Early Late

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3. Data Gathering Instrument
The researcher serves as the primary data gathering instrument in Qualitative Research. Here, the
researcher employs various data-gathering strategies, depending upon the thrust or approach of
his research. Examples of data-gathering strategies used in Qualitative Research are individual
in-depth interviews, structured and non-structured interviews, focus groups, narratives, content
or documentary analysis, participant observation and archival research.
On the other hand, Quantitative Research makes use of tools such as questionnaires, surveys,
measurements and other equipment to collect numerical or measurable data.

4. Type of Data
The presentation of data in a Qualitative Research is in the form of words (from interviews) and
images (videos) or objects (such as artifacts). If you are conducting a Qualitative Research what
will most likely appear in your discussion are figures in the form of graphs. However, if you are
conducting a Quantitative Research, what will most likely appear in your discussion are tables
containing data in the form of numbers and statistics.

5. Approach
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior. Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method.
In Quantitative Research, researchers tend to remain objectively separated from the subject
matter. This is because Quantitative Research is objective in approach in the sense that it only
seeks precise measurements and analysis of target concepts to answer his inquiry.

Comparison between Qualitative and Quantitative Research

Quantitative Research Qualitative Research

It follows positivist philosophy.
It is objective as it seeks precise
measurement and analysis of target concepts
such as uses of surveys, questionnaire; quasi-
experimental or experimental designs, etc.
Classifies features; counts; constructs
statistical
models on observations; Hypothesizes;
Researcher knows in advance what (s)he is
looking for
Recommended during later phases of
research projects
All aspects of the study are carefully
designed before data collection
Researcher uses tools such as questionnaire,
equipment, laboratory apparatus,
It follows the naturalist/phenomenologists’
philosophical outlook.
It is subjective because it involves individual
interpretation of events; uses personal
observation; participant observation; focus
groups; interviews, etc.
Aims at a complete and detailed verbal or visual
description of entities
Researcher may not know in advance what (s)he
is looking for
Recommended during earlier (or exploratory)
stage of research
The design emerges as the study unfolds
Researcher is the data gathering instrument,
through observation, interview, group
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measurement scales, etc. to collect numerical
data
Data are in forms of numbers and statistics
Quantitative data are more efficient; able to
test hypotheses; and arrive at generalizable
conclusions. Often it missed out contextual
details.
Tests theory
Focus is both concise and narrow
It investigates single reality that can be
measured and generalized
Quantitative designs include descriptive,
correlational , quasi- experimental,
experimental
Quantitative researcher tends to remain
objectively separated from the subject
matter.
Results are predictive
Quantitative research is deductive
participation, etc.
Data are in forms of words, pictures or objects
Qualitative data are more detailed and probe
further into what quantitative data fail to reveal;
findings may not be generalizable
Develops theory
Focus is both complex and broad
It investigates multiple realities that are
continually changing with individual
interpretation
Three of the most common qualitative designs
are phenomenology, grounded theory, and
ethnography.
Qualitative researcher tends to become
subjectively immersed in the subject matter.
Results are descriptive
Qualitative research is inductive

Mixed methods and hybrid data

“Mixed methods research is, generally speaking, an approach that attempts to consider multiple
viewpoints, perspectives, positions, and standpoints. Although mixed methods research is not
new, it is a movement that has arisen in response to the currents of qualitative and quantitative
research.” (Johnson, 2007)
New inputs devices such as cameras, smartphones, sensors or open accessible public data give
designer’s new tools to track and understand people’s real behaviors in real-time, and are
constantly connected to the internet. Designers sometimes argue that tracked datasets are soulless
and not a valid input. But when we can combine personal insights gained by qualitative research
and combine it with quantitative behavioral data, it will enable designers to ask smarter questions
in the design process, or to cite Seemann: “Hybrid data, allows us to keep the soul in the data.”
(Seemann, 2012)
Mixing both methods, and adding behavioral data from sensors, we can create a new dimension
in understanding people better, by analyzing what people actually do and how they behave,
instead of asking them on how they think and feel. Because what people say, think, and feel can
be contradictory to what they actually do. It is not that people are being dishonest, in fact, quite
the opposite, they are giving as honest answer as they can. (Cooper-Wright, 2015)
By allowing designers to toggle between qualitative and quantitative methods during rapid
prototyping and research synthesis …, hybrid data points to the future of smart insight
generation. (Seemann, 2012)

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Quantitative research differs from qualitative research in several ways. It works to achieve
different goals, and uses different methods and design. This table illustrates some of the key
differences.

Qualitative research generally uses a small sample to explore and describe experiences through
the use of thick, rich descriptions of detailed data in an attempt to understand and interpret
human perspectives. It is less interested in generalizing to the population as a whole. For
example, when studying bullying, a qualitative researcher might learn about the experience of
the victims and the experience of the bully by interviewing both bullies and victims and
observing them on the playground.

Quantitative studies generally use large samples to test numerical data by comparing or finding
correlations among sample attributes so that the findings can be generalized to the population. If
quantitative researchers were studying bullying, they might measure the effects of a bully on the
victim by comparing students who are victims and students who are not victims of bullying using
an attitudinal survey.