QUANTITATIVE AND QUALITATIVE RESEARCH
WHAT IS QUANTATIVE RESEARCH?
Polit and Beck (2004) define quantitative research as “the traditional positivist
scientific method which refers to a general set of orderly, disciplined procedures to acquire
information.” In their book, Nursing Research Principles and Methods, they explain that the
research method utilizes deductive reasoning to generate predictions that are tested in the
real world. It is systematic since the researcher progresses logically through a series of steps,
according to a pre specified plan of action. Quantitative research is “explaining phenomenon
by collecting numerical data that are analyzed using mathematically based methods (in
particular statistics).” (Aliaga and Gunderson, 2005; Skills YouNeed.com, 2017)
This design is used to quantify the problem by way of generating numerical data or data that
can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviors
and other defined variables – and generalize results from a larger sample population. In
addition, quantitative approach uses measurable data to formulate facts and uncover patterns
in research.
Quantitative data collection methods
Surveys (online/paper/mobile)
Face to face interviews
Website interceptors
Online polls
Systematic observations
WHAT IS QUALITATIVE RESEARCH?
Qualitative research is concerned with nonstatistical methods of inquiry and analysis of social
phenomena. It draws on an inductive process in which themes and categories emerge
through an analysis of data collected by such techniques as interviews, observations,
videotapes and case studies. Samples are usually small and are often purposively selected.
This design seeks to answer questions about why and how people behave in the way that
they do. It provides in-depth information about human behavior (SkillsYouNeed.com,2017).
Quantitative data collection methods
Focus group discussion
Individual interviews
Participation/observations
Video tapes/ video recording
Case study
Which Fields Use Quantitative Research?
Quantitative research is the type of research that is widely used in the natural,
mathematical and social sciences. Natural science is concerned with the description,
prediction and understanding of natural phenomena, based on observational and empirical
evidence. Under natural science, we find life science (or biological science) and physical
science. Under physical science, we have physics, space science, chemistry and Earth
science. The mathematical sciences are areas of study that includes mathematics as the
main field or sub-field like statistics, some areas of physics, biometrics, Computer science,
computational science, population genetics, operations research, cryptology, econometrics,
theoretical physics, actuarial science and much more. In social sciences, quantitative
research is widely used in psychology, economics, demography, sociology, marketing,
community health, health and human development, gender and political science.
Example of Fields/Discipline Using Quantitative Research
Example 1
In the business field, for example, quantitative research is used to populate statistics from a
high-volume sample size to gain statistically valid results in customer insight. Generally,
quantitative customer research incorporates a survey-based approach to gain feedback in
relation to a population’s ideas and opinions. Data from quantitative research – such as
market
size, demographics and user preferences – provides important information for business
decisions. (Demetrius & McClain, 2012)
Example 2
In finance, quantitative research into the stock markets is used to develop models to price
complex trades and develop algorithms, to exploit investment hypotheses, as seen in
quantitative hedge funds and Trading Strategy Indices.
Example 3
In Medicine, an experiment in which group x was given two tablets of aspirin a day and group
y was given two tablets of a placebo a day where each participant is randomly assigned to
one ore other of the groups. The numerical factors such as two tablets, percent of elements
and the time of waiting make the situations and results quantitative.
Example 4
In hospital service, a survey that concludes that the average patient has to wait two hours in
the waiting room of a certain doctor before being selected.
Example 5
For example, a researcher may want to determine the link between income and whether or
not families have health insurance. This is a question that asks “how many” and seeks to
confirm a hypothesis. The methods will be highly structured and consistent during data
collection, most likely using a questionnaire with closed-ended questions. The results will
provide numerical data that can be analyzed statistically as the researcher looks for a
correlation between income and health insurance. Quantitative methodology would best apply
to this research problem. A quantitative approach allows the researcher to examine the
relationship between the two variables of income and health insurance. The data can be used
to look for cause and effect relationships and therefore, can be used to make predictions.
(Grand Canyon University, Center for Innovation in Research and Teaching, 20
Three Basic Research Approach
1. Positive or Scientific Approach
a. focuses on measurable and observable facts rather than personal views,
feelings, or attitudes;
b. is done through collecting data in a form of questionnaires or structured
interviews; these types of data are recorded in numerical or statistical forms and are
known as the quantitative data.
c. can be used in researches under the hard sciences or STEM (Science,
Technology, Engineering, Medicine) and natural sciences (Biology, Physics,
Chemistry).
2. Naturalistic Approach
a. data collected reflect personal views, attitudes, thoughts, emotions, and other
subjective traits of people in natural setting;
b. pays attention to the discovery of the real concept or meaning behind people’s
lifestyles and social relations.
c. uses verbal language (words) in presenting and analyzing things;
d. is after qualitative data and is done through the use of unstructured interviews
and participant observations;
e. can be used under the soft sciences like Anthropology, Business, Education,
Economics, Law, Politics, and all subjects aligned with Business and all those
focused on helping professions such as Nursing, Counselling, Physical Therapy,
and the like
(Babbie 2013).
3. Triangulation/ Mixed Method
a. a combination of the quantitative and qualitative research
b. allows the mixture of research designs, data collection and data analysis
techniques used in the first two methods.
Three Main Methods of Data Collection:
1. Interactive Interviewing- people share and describe their experiences through words
(speaking)
2. Written descriptions by participant- people are asked to write description of their
experiences of phenomenon
3. Observation- descriptive observations of verbal and non-verbal behaviors
In Humanities, man’s social life is also subjected to research studies but instead of focusing
on man’s social life itself, it highlights the study of meanings, significance, and visualization of
human experiences in the fields of Fine Arts, Literature, Music, Drama, Dance, and other art-
related subjects.
11 - A: Explain the importance of qualitative research in the following areas of
knowledge.
1. Psychology
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2. Economics
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