Qualitative Versus Quantitative
Qualitative Versus Quantitative Research
There has been a large amount of complex discussion and argument surrounding the topic of research methodology and the theory of how studies should push forward. Majority of this debate has centered on the issue of qualitative versus quantitative study. Different methods become popular at different social, political, historical and cultural times in our development, and, both methods have their strengths and weaknesses. The researcher and/or the culture of the organization is a key factor in preferred choice of methods. Data can be quantitative or qualitative. Quantitative data answer questions like “how many?” or “how frequently”, and are measured/reported on a numerical scale, permitting categorization of pooled data, numerical reporting, statistical analysis and mathematical modeling. Qualitative data are non-numerical. Qualitative research seeks to analyze verbal discourse through interviews, written documents, or participatory field observations. This paper will break down both qualitative and quantitative methods individually to explain each one in depth. Also a chart will be included to understand and see the features of each side by side. In conclusion of the paper will be an example of both methods being used to understand how women felt about shopping at QuickStop stores and why. As researchers Ulin, Robinson, and Tolley (2006) have explained, three most common qualitative methods are “participant observation, in-depth interviews, and focus groups” (p.2. * Participant observation is appropriate for collecting data on naturally occurring behaviors in their usual contexts. * In –depth interviews are optimal for collecting data on individuals’ personal histories, perspectives, and experiences, particularly when sensitive topics are being explored. * Focus groups are effective in eliciting data on the cultural norms of a group and in generating broad overviews of issues of concern to the
There has been a large amount of complex discussion and argument surrounding the topic of research methodology and the theory of how studies should push forward. Majority of this debate has centered on the issue of qualitative versus quantitative study. Different methods become popular at different social, political, historical and cultural times in our development, and, both methods have their strengths and weaknesses. The researcher and/or the culture of the organization is a key factor in preferred choice of methods. Data can be quantitative or qualitative. Quantitative data answer questions like “how many?” or “how frequently”, and are measured/reported on a numerical scale, permitting categorization of pooled data, numerical reporting, statistical analysis and mathematical modeling. Qualitative data are non-numerical. Qualitative research seeks to analyze verbal discourse through interviews, written documents, or participatory field observations. This paper will break down both qualitative and quantitative methods individually to explain each one in depth. Also a chart will be included to understand and see the features of each side by side. In conclusion of the paper will be an example of both methods being used to understand how women felt about shopping at QuickStop stores and why. As researchers Ulin, Robinson, and Tolley (2006) have explained, three most common qualitative methods are “participant observation, in-depth interviews, and focus groups” (p.2. * Participant observation is appropriate for collecting data on naturally occurring behaviors in their usual contexts. * In –depth interviews are optimal for collecting data on individuals’ personal histories, perspectives, and experiences, particularly when sensitive topics are being explored. * Focus groups are effective in eliciting data on the cultural norms of a group and in generating broad overviews of issues of concern to the
References: Carroll, Linda (2010). Levels of Reconstruction as complementarity in Mixed Methods Research: A Social Theory-Based Conceptual Framework for Integrating Qualitative and Quantitative Research. International Journal of Environmental Research and Public Health. (p. 3480). Creswell, John (2008). Qualitative, Quantitative, and Mixed Methods Approaches. Research Design, Third Edition. (p. 4). Hawkes, Chris (2011). Retrieved from http://www.streetdirectory.com/travel_guide. Miles & Huberman (1994). Qualitative Data Analysis. Retrieved from: http://www.gifted.uconn.edu/siegle/research/Qualitative/qualquan.htm Priscilla, Ulin., Elizabeth, Robinson., & Elizabeth, Tolley (2006). Qualitative Research methods: A Data Collector’s Field Guide. Qualitative Methods in Public Heatlh.