Module 3
QUALITATIVE and QUANTITATIVE
RESEARCH
Vivian B. Titular, PhD, EdD
Part 01 Qualitative Research
Definition
Approaches to Qualitative research
Qualitative research methods
Steps of Qualitative data analysis
Topics Qualitative data analysis
Advantage and disadvantage
Part 02
Quantitative Research
Definition
Quantitative Research methods
Quantitative data analysis
Advantage and disadvantage
Part 03
Qualitative vs. Quantitative
Define qualitative and quantitative
Obj. 01 researches
Describe the approaches, methods and data
Obj. 02 analysis of qualitative and quantitative
Objectives researches
Examine the steps and the advantages and
Obj. 03 disadvantages of qualitative and quantitative
researches
Obj. 04 Explore the differences between qualitative
and quantitative researches
01
Qualitative Research
Definition
involves collecting and analyzing non-numerical data
Qualitative research (e.g., text, video, or audio) to understand concepts,
opinions, or experiences. It can be used to gather in-
depth insights into a problem or generate new ideas
for research.
is the opposite of quantitative research,
Qualitative research which involves collecting and analyzing
numerical data for statistical analysis
is commonly used in the humanities and social
sciences, in subjects such as anthropology,
Qualitative research
sociology, education, health sciences, history, etc.
01
Approaches to
Qualitative research
01 02 03
Grounded theory Ethnography Action research
Researchers collect rich Researchers immerse Researchers and
data on a topic of interest themselves in groups or participants collaboratively
and develop theories organizations to understand link theory to practice to
inductively. their cultures. drive social change.
04 05
Phenomenological research Narrative research
Researchers investigate a phenomenon Researchers examine how stories are
or event by describing and interpreting told to understand how participants
participants’ lived experiences. perceive and make sense of their
experiences.
Qualitative research
methods
Observations: recording what you have seen,
heard, or encountered in detailed field notes.
Interviews: personally asking people questions in
one-on-one conversations .
Focus groups: asking questions and generating
discussion among a group of people.
Surveys: distributing questionnaires with open-
ended questions.
Secondary research: collecting existing data in the
form of texts, images, audio or video recordings, etc.
5 steps of Qualitative data
analysisAssign codes to the data.
Review and explore your For example, in qualitative survey analysis, this
data. may mean going through each participant’s
Examine the data for responses and tagging them with codes in a
patterns or repeated ideas spreadsheet. As you go through your data, you
that emerge. can create new codes to add to your system if
necessary.
Prepare and Develop a data coding Identify recurring themes.
organize your data. system.
Link codes together into
This may mean transcribing Based on your initial ideas, cohesive, overarching
interviews or typing up establish a set of codes themes.
fieldnotes. that you can apply to
categorize your data.
Qualitative Data
Analysis
Content Analysis
When to use: To describe and categorize common words,
phrases, and ideas in qualitative data.
Example: A market researcher could perform content
analysis to find out what kind of language is used in
descriptions of therapeutic apps.
Thematic analysis
When to use: To identify and interpret patterns and
themes in qualitative data.
Example: A psychologist could apply thematic analysis to
travel blogs to explore how tourism shapes self-identity.
Qualitative Data
Analysis
Textual Analysis
When to use: To examine the content, structure, and design of
texts.
Example: A media researcher could use textual analysis to
understand how news coverage of celebrities has changed in the
past decade.
Discourse analysis
When to use: To study communication and how language is
used to achieve effects in specific contexts.
Example:A political scientist could use discourse analysis
to study how politicians generate trust in election
campaigns.
Advantages of Qualitative
Research
Flexibility
The data collection and analysis process can be
adapted as new ideas or patterns emerge. They are
not rigidly decided beforehand.
Natural settings
Data collection occurs in real-world contexts or in
naturalistic ways.
Advantages of Qualitative
Research
Meaningful insights
Detailed descriptions of people’s experiences,
feelings and perceptions can be used in designing,
testing or improving systems or products.
Generation of new ideas
Open-ended responses mean that researchers
can uncover novel problems or opportunities that
they wouldn’t have thought of otherwise.
Disadvantages of
Qualitative Research
Unreliability
The real-world setting often makes qualitative
research unreliable because of uncontrolled
factors that affect the data.
Subjectivity
Due to the researcher’s primary role in analyzing and
interpreting data, qualitative research cannot be
replicated. The researcher decides what is important
and what is irrelevant in data analysis, so
interpretations of the same data can vary greatly.
Disadvantages of
Qualitative Research
Limited generalizability
Small samples are often used to gather detailed data
about specific contexts. Despite rigorous analysis
procedures, it is difficult to draw generalizable
conclusions because the data may be biased and
unrepresentative of the wider population.
Labor-intensive
Although software can be used to manage and
record large amounts of text, data analysis often
has to be checked or performed manually.
02
Quantitative Research
Definition
is the process of collecting and analyzing numerical
Quantitative research data. It can be used to find patterns and averages,
make predictions, test causal relationships, and
generalize results to wider populations
is the opposite of qualitative research,
Quantitative research which involves collecting and analyzing
non-numerical data (e.g. text, video, or
audio).
is widely used in the natural and social sciences:
Quantitative research biology, chemistry, psychology, economics,
sociology, marketing, etc.
01
Quantitative
research methods
01 02 03
Descriptive Correlational Experimental
research research research
- you simply seek -you investigate - you systematically
an overall relationships examine whether
summary of your between your study there is a cause-
study variables. variables. and-effect
relationship
between variables.
Quantitative data
analysis
Descriptive statistics will give you a summary of
your data and include measures of averages and
variability. You can also use graphs, scatter plots
and frequency tables to visualize your data and
check for any trends or outliers.
In Inferential statistics, you can make
predictions or generalization based on your data.
you can test your hypothesis or use your sample
data to estimate the popular parameter
Examples of descriptive and
inferential statistics
You hypothesize that first-year college students procrastinate more
than fourth-year college students. You collect data on
procrastination levels of the two groups using 7-point self-rating
scales.
First, you use descriptive statistics to get a summary of the data.
You find the mean (average) and the mode (most frequent rating)
of procrastination of the two groups, and plot the data to see if
there are any outliers.
Next, you perform inferential statistics to test your hypothesis.
Using a t-test to compare the mean ratings of the two groups, you
find a significant difference and support for your hypothesis.
Advantages of
Quantitative Research
Replication
Repeating the study is possible because of
standardized data collection protocols and
tangible definitions of abstract concepts.
Direct comparisons of results
The study can be reproduced in other
cultural settings, times or with different
groups of participants. Results can be
compared statistically.
Advantages of
Quantitative Research
Large samples
Data from large samples can be processed and
analyzed using reliable and consistent
procedures through quantitative data analysis.
Hypothesis testing
Using formalized and established hypothesis testing
procedures means that you have to carefully
consider and report your research variables,
predictions, data collection and testing methods
before coming to a conclusion.
Disadvantages of
Quantitative Research
Superficiality
Using precise and restrictive operational definitions may
inadequately represent complex concepts. For example,
the concept of mood may be represented with just a
number in quantitative research, but explained with
elaboration in qualitative research.
Narrow focus
Predetermined variables and measurement
procedures can mean that you ignore other relevant
observations.
Disadvantages of
Quantitative Research
Structural bias
Despite standardized procedures, structural biases
can still affect quantitative research. Missing data,
imprecise measurements or inappropriate sampling
methods are biases that can lead to the wrong
conclusions.
Lack of context
Quantitative research often uses unnatural settings
like laboratories or fails to consider historical and
cultural contexts that may affect data collection and
results.
03
Quantitative vs.
Qualitative Research
References
References
https://www.scribbr.com/methodology/qualitative
-research/
https://www.scribbr.com/methodology/quantitativ
e-research/
https://www.thedrg.com/qual-vs-quant/
http://shayaaresearch.blogspot.com/2011/04/qual
itative-vs-quantitative-research-v.html?m=1
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