Qualitative versus Quantitative Research: Basic Differences

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Qualitative versus   Quantitative Research: Basic Differences
                                   Qualitative                                  Quantitative
            Purpose     To describe a situation.                To measure magnitude.    
           Format          No pre-determined                    Pre-determined response
                                        response categories. categories        
             Data                    In-depth explanatory Wide breadth of data from
                                       data from a small                 large statistically
                                           sample.      representative sample.  
             Analysis           Draws out patterns from           Tests hypotheses, uses data to
                                            concepts and insights.       support conclusion.                  
Result   Illustrative, explanatory Numerical aggregation in
            & individual responses. summaries, responses are
                        clustered.
                       
Sampling          Theoretical       Statistical
                       

Qualitative versus Quantitative Research: Analytical Approaches


            Qualitative        Quantitative
                       
Research question         Fixed/Focused  Broader, Contextual, Flexible
                       
Expected outcome        Identified in       Usually not predefined, emergent
            advance            research question.
                       
Hierarchy of phases      Linearity           Circular
                       
Confounding factors      Controlled during          Searched in field.
            design & analysis         
                       
Time dimension Slower Rapid
           

Qualitative versus Quantitative Research: Data Collection Method
            Quantitative      Qualitative
                       
Sampling          Random sampling.        Open ended and less structured
                        protocols (flexible)                   
Tools    Structured data collection          Depend on interactive interviews.
            instruments.                 
Results Produce results that      Produce results that give meaning,
            generalize, compare and            experience and views.
            summarize.      

Important Concepts in Designing Qualitative Research
            Concept           Description
                       
            Natural setting  Participants are free from any control & data
                        are collected in their natural environment
                       
            Holism  The whole is more than the sum, take
                        magnitude of contextual factors into account.
                       
            Human as a research instrument   Researcher is involved in every step being
                        responsive, flexible, adaptive and good listener

            Saturation or redundancy          A stage where additional interview or
                        observation is not believed to add new information.
                       
Quantitative Qualitative
 Points of Focus in Analyzing Text (quantitative) Data
The primary message content.
The evaluative attitude of the speaker toward the message.
Whether the content of the message is meant to represent individual or group-shared ideas.
The degree to which the speaker is representing actual versus hypothetical experience.


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