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Qualitative Vs Quantitative

Qualitative and quantitative research techniques are used across many disciplines. Qualitative research relies on narrative data like interviews and observations to gain understanding, while quantitative research uses numerical data and statistics to explain, predict, and control phenomena. The key differences are that qualitative research uses small, non-random samples and flexible designs to generate hypotheses, while quantitative research uses large, random samples and structured designs to test specific hypotheses.

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74 views2 pages

Qualitative Vs Quantitative

Qualitative and quantitative research techniques are used across many disciplines. Qualitative research relies on narrative data like interviews and observations to gain understanding, while quantitative research uses numerical data and statistics to explain, predict, and control phenomena. The key differences are that qualitative research uses small, non-random samples and flexible designs to generate hypotheses, while quantitative research uses large, random samples and structured designs to test specific hypotheses.

Uploaded by

jasmine angulo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Qualitative vs.

Quantitative
Diffen › English Language › Grammar › Words
While quantitative research is based on numbers and mathematical
calculations (aka quantitative data), qualitative research is based on written
or spoken narratives (or qualitative data). Qualitative and quantitative
research techniques are used in marketing, sociology, psychology, public
health and various other disciplines.

Comparison chart

Qualitative versus Quantitative comparison chart

Qualitative Quantitative
Purpose The purpose is to explain and gain insight The purpose is to explain, predict,
and understanding of phenomena through and/or control phenomena through
intensive collection of narrative data focused collection of numerical data.
Generate hypothesis to be test , inductive. Test hypotheses, deductive.

Approach to subjective, holistic, process- oriented Objective, focused, outcome- oriented


Inquiry

Hypotheses Tentative, evolving, based on particular Specific, testable, stated prior to


study particular study

Research Controlled setting not as important Controlled to the degree possible


Setting

Sampling Purposive: Intent to select “small, ” not Random: Intent to select “large, ”
necessarily representative, sample in representative sample in order to
order to get in-depth understanding generalize results to a population

Measurement Non-standardized, narrative (written Standardized, numerical


word), ongoing (measurements, numbers), at the end

Design and Flexible, specified only in general terms Structured, inflexible, specified in
Method in advance of study Nonintervention, detail in advance of study
minimal disturbance All Descriptive— Intervention, manipulation, and
Qualitative versus Quantitative comparison chart

Qualitative Quantitative
History, Biography, Ethnography, control Descriptive Correlation
Phenomenology, Grounded Theory, Case Causal-Comparative Experimental
Study, (hybrids of these) Consider many Consider few variables, large group
variable, small group

Data Document and artifact (something Observations (non-participant).


Collection observed) that is collection (participant, Interviews and Focus Groups (semi-
Strategies non-participant). Interviews/Focus structured, formal). Administration of
Groups (un-/structured, in-/formal). tests and questionnaires (close ended).
Administration of questionnaires (open
ended). Taking of extensive, detailed
field notes.

Data Analysis Raw data are in words. Essentially Raw data are numbers Performed at
ongoing, involves using the end of study, involves statistics (using
observations/comments to come to a numbers to come to conclusions).
conclusion.

Data Conclusions are tentative (conclusions Conclusions and generalizations


Interpretation can change), reviewed on an ongoing formulated at end of study, stated with
basis, conclusions are generalizations. predetermined degree of certainty.
The validity of the Inferences/generalizations are the
inferences/generalizations are the reader’s researcher’s responsibility. Never
responsibility. 100% certain of our findings.

Type of data
Qualitative research gathers data that is free-form and non-numerical, such as
diaries, open-ended questionnaires, interviews and observations that are not
coded using a numerical system.

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