QUANTITATIVE
VS. QUALITATIVE
Quantitative or qualitative
PURPOSE:
To understand and interpret social interactions
qualitative = how people feel, think, behave
To test hypotheses, look at cause and effect, and
make predictions
quantitative
= uses numbers and statistics = true
or not
Quantitative or qualitative
A researcher gives a survey to 100 students to see if using
AI tools improves their English fluency. They want to
measure scores before and after, and check if there's a
change. quantitative
A researcher interviews students to learn how they feel
about online learning. The goal isn’t to count how many like it
or not, but to understand their reasons, struggles, or stories.
QUALITATIVE
Quantitative or qualitative
GROUP STUDIED:
Smaller & not randomly selected
qualitative = few specific people who can give
rich and detailed answers.
Larger & randomly selected
quantitative
= collect data from many people/ often randomly/ to get
results that represent a bigger population.
Quantitative or qualitative
You're studying how working students manage their time,
you might interview 5–10 working students who can really
explain their struggles and routines.
Qualitative
You're studying how many students prefer online classes,
you might survey 200 students, chosen randomly, to get a
fair and general result.
Quantitative
Quantitative or qualitative
VARIABLES:
Study of the whole, not variables qualitative
= doesn’t focus on measuring specific parts/ looks at the
whole experience or story of a person or group
Specific variables studied quantitative
= focuses on certain things you can count or measure
If you're studying why students feel anxious during oral
presentations Qualitative
you won't just measure how often it happens
you explore, listen, and understand their stories,
emotions, and reasons.
If you want to know whether study hours affect test scores,
you measure the variables to compare, to see the
cause and effect, or relationships
Quantitative
Quantitative or qualitative
TYPE OF DATA COLLECTED
Words, images, or objects qualitative
Numbers and statistics quantitative
FORM OF DATA COLLECTED
open- ended responses, interviews, participant
observations, field notes, & reflections
quantitative data based on precise measurements using
structured & validated data collection instruments
TYPE OF DATA ANALYSIS
qualitative quantitative
Identify patterns, features, Identify statistical
themes. relationships
Non-statistical
Contextual
Thematic
OBJECTIVITY AND SUBJECTIVITY
qualitative quantitative
Subjectivity = expected objectivity = critical
The role of researcher & opposite of the role of the
his/her biases may be qualitative researchers.
known to participants in the hidden
study, & participant
characteristics may be
known to the researcher.
RESULTS:
Particular or specialized findings that is less generalizable -
Not conclusive nor generalizable qualitative
= The results come from a few people’s experiences or stories, so
you can’t say it applies to everyone.
-Generalizable findings that can be applied to other populations -
Broad-based insights -Population based understanding
quantitative
The results come from a large group/ often picked randomly/ you
can apply the findings to a bigger population.
It helps you say, "Most students in this school…" or "In general
SCIENTIFIC METHOD:
Exploratory or bottom–up: the researcher generates a new
hypothesis and theory from the data collected qualitative
=start with a research question, understand their perspectives,
and generate insights or a new hypothesis,
Confirmatory or top down: the researcher tests the hypothesis
and theory with the data
you have hypothesis to test
quantitative
null hypothesis - no significant
alternative hypothesis - there’s a significant
VIEW OF HUMAN BEHAVIOR :
Dynamic, situational, social, & personal qualitative
= people’s behavior is complex and unique and changes a lot
= researchers’ objectives are to explore, discover, understand why,
and construct theory or insights.
Regular & predictable. quantitative
assumes people behave in pattern because it can be measured
that’s why it is predictable
researchers’ objectives are to describe, explain, and predict or
make an educated guess/hypothesis.
FOCUS OF THE RESEARCH:
qualitative
Wide-angle lens; examines the breadth & depth of phenomena
= like using a wide camera lens to see, explore and understand
everything
Narrow-angle lens; tests a specific hypothesis quantitative
like using a zoomed-in camera lens — it focuses on one specific
thing.
NATURE OF OBSERVATION:
Study behavior in a natural environment qualitative
= researcher observes people in their real-life setting without
changing anything
Study behavior under controlled conditions; isolate causal effects
quantitative
The researcher controls the setting to make sure everything is fair
and equal, so they can focus on one thing and see what causes
what.
NATURE OF REALITY:
Multiple realities;subjective qualitative
=people see and experience the world differently and so there’s
no single answer. What’s true for one person might be different
for another.
Single reality; objective quantitative
believes that there’s one truth or fact that exists, and you can
measure it using data.
reality is the same for everyone; not based on feelings or emotions
FINAL REPORT:
Narrative report with contextual description & direct quotations
from research participants qualitative
= like a story or detailed explanation of people’s experience
= also include real quotes from the people interviewed
Statistical report with correlations, comparisons of means, &
statistical significance of findings
quantitative
report has numbers, graphs, tables or math-based report with
evidence from the data
FINAL REPORT:
Narrative report with contextual description & direct quotations
from research participants qualitative
= like a story or detailed explanation of people’s experience
= also include real quotes from the people interviewed
Statistical report with correlations, comparisons of means, &
statistical significance of findings
quantitative
report has numbers, graphs, tables or math-based report with
evidence from the data
