Quantitative and Qualitative

Research
Prepared by:
Cindy Ho
Erick Ling
Lu Shiau Yee
Ong Wan Yee
Wong Li Yan

What is quantitative & qualitative

research

Qualitative Research

Quantitative Research
Character Scientific
Objective
Type of
Data

Can be encoded numerically

Examples Experiments, close questions, rating scales.

Analysis

Humanistic
Interpretive
Free-form, narrative and open-ended
Interviews, focus groups, case studies,
conversational analysis, ethnography.

Numbers, generally in percentages, details the

Descriptions, experiences, observations, and the
information collected and enables conclusions to human existence has value and contributions to data
be made; does not account for time or experience collection; key words or phrases can be plotted and
used to draw conclusions but may not represent the
mode number
Application Validating a hypothesis or further validating a
Case studies; understanding feelings and emotions
study statistically
and how they can be applied to situations

Quantitative Research
Objective / To gain an understanding of underlying reasons
purpose and motivations
To provide insights into the setting of a problem,
generating ideas and/or hypotheses for later
quantitative research
To uncover prevalent trends in thought and
opinion
Sample

Usually a small number of non-representative

cases. Respondents selected to fulfil a given
quota.
Data
Unstructured or semi-structured techniques e.g.
collection individual depth interviews or group discussions.
Data
analysis

Non-statistical.

Qualitative Research
To quantify data and generalize results from a
sample to the population of interest
To measure the incidence of various views and
opinions in a chosen sample
Sometimes followed by qualitative research which is
used to explore some findings further
Usually a large number of cases representing the
population of interest. Randomly selected
respondents.
Structured techniques such as online questionnaires,
on-street or telephone interviews.
Statistical data is usually in the form of tabulations
(tabs). Findings are conclusive and usually
descriptive in nature.

Outcome Exploratory and/or investigative. Findings are not Used to recommend a final course of action.
conclusive and cannot be used to make
generalizations about the population of interest.
Develop an initial understanding and sound base
for further decision making.

Qualitative Methods

Quantitative Methods

Methods include focus groups, in-depth interviews, and

reviews of documents for types of themes

Surveys, structured interviews & observations, and

reviews of records or documents for numeric information

Primarily inductive process used to formulate theory or

hypotheses

Primarily deductive process used to test pre-specified

concepts, constructs, and hypotheses that make up a
theory

More subjective: describes a problem or condition from

the point of view of those experiencing it

More objective: provides observed effects (interpreted by

researchers) of a program on a problem or condition

Text-based

Number-based

More in-depth information on a few cases

Less in-depth but more breadth of information across a

large number of cases

Unstructured or semi-structured response options

Fixed response options

No statistical tests

Statistical tests are used for analysis

Can be valid and reliable: largely depends on skill and

rigor of the researcher

Can be valid and reliable: largely depends on the

measurement device or instrument used

Time expenditure lighter on the planning end and

heavier during the analysis phase

Time expenditure heavier on the planning phase and

lighter on the analysis phase

Less generalizable

More generalizable

 Wyse, S. E. (2011). What is the Difference between

Qualitative Research and Quantitative Research.
Retrieved from:
http://www.snapsurveys.com/blog/what-is-the-difference
-between-qualitative-research-and-quantitative-researc
h/
http://www.diffen.com/difference/Qualitative_vs_Quantit
ative
http://
www.orau.gov/cdcynergy/soc2web/Content/phase05/phas
e05_step03_deeper_qualitative_and_quantitative.htm
Tomlinson, G. (2011). Quantitative vs. Qualitative
Research: The Great Debate? The Result Is In? Retrieved
from
http://www.themarketingdirectors.co.uk/quantitative-vs-q
ualitative-research-the-great-debate-the-result-is-in