Chapter 2:

Quantitative and Qualitative Research:

Understanding Different Types of Study
Reports

Understanding Research:
A Consumer’s Guide

Edition 2

Vicki Plano Clark and John Creswell

© (2015, 2010) by Pearson Education, Inc. All Rights Reserved

 What are the different kinds of research
studies?
Remember: Research is a process of steps that researchers
use to collect and analyze information to increase our
knowledge about a topic or issue
• Quantitative research studies emphasize numeric
data and statistical analyses to explain variables
• Qualitative research studies emphasize text data
and thematic analyses to explore a phenomenon
• Combined or Mixed research studies includes both
quantitative and qualitative research to understand a
topic

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 2
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are quantitative research studies?

• Ask specific, narrow questions

• Explain different variables or factors (specific
concepts)
• Collect quantifiable data from participants
• Analyze these numbers using statistics and graphs
(mathematical procedures)
• Conduct the inquiry in an unbiased, objective manner
 

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 3
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 How do you identify quantitative research
studies?
Words that indicate a quantitative study:
• Experiment
• Correlation
• Survey
Words that indicate numeric data:
• Variables
• Factors
• Measures
• Questionnaire
• Survey instruments
Words that indicate mathematical analysis:
• Statistics
• Differences
• Comparisons
• Associations
• Statistically significant
Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 4
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are qualitative research studies?
• Ask broad, general questions
• Explore individuals’ perspectives of a single concept
(often called a phenomenon)
• Collect data consisting largely of words (or text) from
participants
• Describe and analyze these words for themes
• Conduct the inquiry in a subjective and reflexive
manner
 

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 5
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 How do you identify qualitative research
studies?
Words that indicate a qualitative study:
• Narrative
• Case study
• Ethnography
• Grounded theory
Words that indicate narrative (or text-based) data:
• One-on-one interview
• Focus group interview
• Transcription
• Observation field notes
Words that indicate textual analysis:
• Themes
• Content analysis
• Description
• Perspectives

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 6
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are combined research studies?
• Ask narrow, specific questions and broad, general
questions
• Explain variables and explores a phenomenon
• Collect data consisting of numbers and words
• Analyze these data for statistical trends and themes
• Combines the two sets of results into an overall
understanding of the topic
 

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 7
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 How do you identify combined research
studies?
Words that indicate a combined study:
• Quantitative and qualitative
• Mixed methods research
• Action research
• Integration
• Combination
• Multiple methods

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 8
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 Why should you read both quantitative
and qualitative research studies?

Quantitative research Qualitative research

• Large groups of individuals • Multiple perspectives,
or organizations experiences, and contexts
• The prevalence, among few individuals
representativeness, and • Complexity and meaning of
relationship among specific phenomena
concepts (or variables) • In-depth, detailed
• Whether an intervention descriptions of phenomena
causes desired outcomes • Uncover the unexpected or
  unique

 
Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 9
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are the key differences in…
identifying a research problem?

Quantitative research Qualitative research

• An explanation of the • An exploration because little
relationships that exist is known about the problem
among variables • A detailed description and
• A measurement of trends in understanding of a
a population phenomenon

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 10
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are the key differences in…
reviewing the literature?

Quantitative research Qualitative research

• Static; reviewed mostly at • Dynamic; reviewed as new
the start of the study ideas emerge throughout
• Prescribes the direction of the study
the study (i.e., the purpose • Informs the researcher’s
statement, research perspective, but does not
questions, and hypotheses) prescribe the direction of
the study

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 11
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are the key differences in…
specifying a purpose?

Quantitative research Qualitative Research

• Specific and narrow • General and broad
• Focus on measurable, • Focus on participants’
observable variables perspectives about a
phenomenon

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 12
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are the key differences in…
choosing a research design?

Quantitative Research Qualitative Research

• Choosing an experimental • Choosing a general
or non-experimental qualitative approach or a
quantitative research design formal qualitative research
design

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 13
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are the key differences in…
selecting participants & collecting data?

Quantitative research Qualitative research

• Large number of individuals, • Small number of individuals
sites, or time points or sites
• Instruments with preset • General, emerging
questions and responses questions to permit the
• Gathering quantifiable participant to generate
(numeric) data responses
• Gathering word (text) or
image (picture) data

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 14
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are the key differences in…
analyzing data and reporting results?

Quantitative research Qualitative research

• Statistical and graphical • Text and image analysis
analysis procedures procedures
• Compare groups, relate • Develop description and
variables, and describe themes
trends

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 15
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are the key differences in…
drawing conclusions?

Quantitative research Qualitative research

• Comparisons of results with • Statements about the larger
prior predictions and past meaning of the findings and
studies personal reflections about
the findings

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 16
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 What are the key differences in…
disseminating and evaluating research?

Quantitative research Qualitative research

• Standard, fixed structures • Flexible, emerging
and evaluative criteria structures and evaluative
• Be written with an objective criteria
and impersonal approach • Be written with a subjective
and reflexive approach

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 17
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 Summary: Key Differences in the Research Process
Typical Characteristics in Steps in the Typical Characteristics in
   
Quantitative Research Research Process Qualitative Research
         
The research problem calls for an Identifying a The research problem calls for an
explanation and measuring trends     exploration and developing understanding
Research Problem
         
The literature plays mostly a static and
Reviewing the The literature plays mostly a dynamic and
prescriptive role in the study     informative role in the study
  Literature
         
The purpose is specific and narrow; the The purpose is general and broad; the
Specifying
researcher asks research questions and     researcher asks open-ended research
states hypotheses about variables a Purpose questions about a phenomenon
         
A quantitative approach is selected and a A qualitative approach is selected, and a
Choosing a
quantitative experimental or non-     general qualitative approach or formal
experimental research design is planned Research Design qualitative research design is planned
         
The data include numeric scores for
Selecting Participants The data include text and images gathered
variables gathered from a large number     from a small number of individuals or sites
of individuals, sites, or time points And Collecting Data
         
Statistical and graphical analysis of the Text and image analysis of the data is used
Analyzing Data and
data is used to compare groups, relate     to develop and report description and
variables, and describe trends Reporting Results themes
         
The results are compared with Drawing The results are interpreted in terms of their
predictions and past studies     overall meaning
Conclusions
         
The report and evaluation uses a The report uses a flexible and emerging
Disseminating and
standard and fixed format; the researcher     format; the researcher is subjective and
is objective and impersonal Evaluating the Research reflexive

Figure 2.2: Characteristics That Are Typical of Quantitative and Qualitative Research for Each Step in the Research Process

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 18
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 How do you evaluate quantitative and
qualitative studies?
  Quantitative Qualitative
Front Matter  + Study was evaluated using + Study was evaluated using
rigorous standards rigorous standards
Introduction + Explains variables and + Explores of a phenomenon
  trends + Literature supports
+ Literature justifies approach
variables + Purpose is broad  
+ Purpose is narrow
Method + Experimental or non- + General or formal
  experimental qualitative approach
+ Numeric data + Text or image data
+ Large number of + Small number of
participants participants
+ Used statistical + Used text analysis
procedures procedures
+ Procedures are ethical  + Procedures are ethical 

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 19
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 How do you evaluate quantitative and
qualitative studies?
  Quantitative Qualitative
Results/ + Provides objective, + Interprets information
Findings statistical information + Describes themes and
  + Describes impact, conveys multiple
relationships, differences, perspectives of
and trends for variables phenomenon
Conclusion + Compares results with + Interprets meaning in
  predictions and past terms of personal
studies experience and past
+ Interprets limitations in studies
procedures + Interprets limitations in
+ Suggests implications from procedures
results  + Suggests implications from
findings 

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 20
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved
 How do you evaluate quantitative and
qualitative studies?
  Quantitative Qualitative
Back Matter + Detailed references + Detailed references
  + Information about the + Information about the
study’s context  study’s context 
Whole + Logical, coherent, rigorous + Logical, coherent, rigorous
Report  approach approach

Plano Clark & Creswell. Understanding Research: A Consumer's Guide, Second Edition. Chapter 2- slide 21
© 2015, 2010 by Pearson Education, Inc. All Rights Reserved