Lesson 6: Quantitative and Qualitative Research

Quantitative and Qualitative Research (Cristobal & Cristobal, 2017)  

There are two broad categories of research methodology: quantitative research and qualitative research.

The method to be used in conducting research will determine the approach the researcher takes in identifying relevant data, and collecting and analyzing the information gathered in the research. Choosing either a quantitative or qualitative approach will affect the components of the research. 

For instance, a researcher may decide to undertake a scientific research. If he/she takes a quantitative approach, he/she will use statistical data to provide an explanation of the phenomenon.

On the other hand, if the researcher chooses qualitative approach, the goal of the study will be to discuss and analyze the underlying concepts and theories related to the research topic. 

For you to easily understand the similarities and differences between the two research methods, here is a short definition of terms that you have to be familiar with. 

contact time – the period when the researcher interacts with the research subjects or participants to obtain relevant information 

hypothesis – a statement usually predicting the relationship between variables that can be tested by scientific research 

research instrument – a measurement tool designed to obtain, measure and analyze data from research subjects around the research topic 

sample size – the number of subjects to be taken from the target population of the study 

trend – an assumed development in the future that will have a long-term and lasting effect; prevailing style or preference 

validity – the functional quality of research instrument on obtaining data and producing results based on the purpose of the study 

variable – any characteristic that can have different values or traits that may vary across research participants

As cited by Cristobal & Cristobal (2017) from the Social Science Research Extension Institute (SSREI), University of the Philippines (UP)-Baguio (2009).

Quantitative Research 

1. Aims to characterize trends and patterns 

2. Usually starts with either a theory or hypothesis about the relationship between two or more variables 

3. Uses structured research instruments like questionnaires or schedules 

4. Uses large sample sizes that are representatives of the population 

5. Has high output replicability 

6. Used to gain greater understanding of group similarities 

7. Uses structured processes 

8. Methods include census, survey, experiment, and secondary analysis 

Qualitative Research 

1. Involves processes, feelings, and motives (the why’s and the how’s) and produces in-depth and holistic data 

2. Usually concerned with generating hypothesis from data rather than testing a hypothesis 

3. Uses either unstructured or semi structured instruments 

4. Uses small sample sizes chosen purposely 

5. Has high validity 

6. Used to gain greater understanding of individual differences in terms of feelings, motives, and experiences 

7. Uses more flexible processes 

8. Methods include field research, case study, and secondary analysis 

Generally, quantitative and qualitative research differs on the type of data they produce. The former dwells on the collection of numerical data analyzed by statistical analysis, while the latter deals with descriptive, in-depth and holistic data analyzed by summarizing, categorizing and interpreting.

On this note, you need to use quantitative research if you want to confirm or test a theory or hypothesis and use qualitative research if you want to understand concepts, thoughts and experiences.

Example: Here is a simple example on how you can apply two methods differently on the same research question, “How satisfied are students with their studies?” 

In quantitative research, you may survey 250 students at your school and ask them a question, “On a scale from 1-5, how satisfied are you with your studies?” Then, you can perform statistical analysis on the data and draw conclusions such as: “On average, students rated their studies 4.1”.

In qualitative research, you may conduct in-depth interviews with 15 students and ask them open-ended questions such as: “How satisfied are you with your studies?”, “What is the most positive aspect of your study program?”, and “What can be done to improve the study program?” Based on their answers, you can ask follow-up questions to clarify things. Furthermore, you can transcribe all interviews and try to find patterns and commonalities.

Quantitative Research

Question Domains: Who, What, When, Where 

Common Sample Size: 150 to 200+ 

Contact Time: 10 to 20 minutes 

Validity: Must be true of most of the data or nomothetic (law oriented)

Variables: Define relationships and establish general case 

Research Instrument: Surveys, numerical counts, statistical analyses, mathematical modeling 

Qualitative Research

Question Domains: How, What, Why 

Common Sample Size: 10 to 15 

Contact Time: 45 to 240 minutes each

Validity: Must be true of each case or ideographic (case-oriented) 

Variables: Describe relationship and establish meaning structures and contexts 

      Research Instrument: Interviews, literature content reviews, real world observations, case studies, ethnographies