Qualitative and quantitative methods
Qualitative and quantitative methods comprise two broad classes of research methods. The selection of a research method depends on the researcher`s project and personal skills and knowledge in utilizing each research method. These methods are critical in collecting and analyzing data necessary to complete a research project. While most people think these two methods can be used interchangeably, they differ from one another. In a nutshell, qualitative and quantitative methods can be combined to complete a single research project. Quantitative is data-driven to prove facts and conclusions, while qualitative methods generate non-numerical data intended for the project. In essence, these two research methods are distinguishable from one another by many factors.
Qualitative research methods are useful in collecting data for describing the topic rather than measuring it. Qualitative research questions are unstructured and help the researcher dive deeper into the research project. The qualitative questions further help the researcher articulate people`s opinions, ideas, reasoning, and attitude towards the entire research topic (McLeod, 2019). In qualitative methods, information is presented in words, language, and pictures. Numbers are not involved in this research method. Qualitative research provides insight into understanding the underlying hypothesis that can lead to quantitative research. As earlier reiterated, these unstructured qualitative methods may comprise observations, interviews, group discussions, among others. These methods of data collections mandate a limited sample size of selected participants.
However, when the participants do not view the research as valuable to them, they may provide compromised answers that may impact the overall research project. Researchers are advised to take time to create the entire qualitative research method to prevent biased responses to critical questions. Reflection of the collected data is significant by the researcher to develop better and powerful hypotheses. Secondary information is also part of qualitative research techniques. Apart from observations and unstructured interviews, the researcher can opt to go through recorded data on past events to generate qualitative data. Analyzing all that data requires organizing the data into groups for better coding. Quantitative research methods, on the other hand, generates statistical information that can be structured and quantified. Quantitative methods help to generalize all the data variables collected from a large sample size. The data collected is further used to define patterns and clarify the trend in the ongoing research project. Quantitative data collection methods are keen to unravel numerical data from surveys, structured interviews, observations, among other methods (McLeod, 2019).
While both qualitative and quantitative methods are useful in creating meaningful research information, qualitative research methods are more suited to answer ‘why’ questions. Whereas quantitative research methods can measure the behavior and attitudes of people, only qualitative questions can determine why they behave in a precise manner. Qualitative methods provide information from people`s point of view. When the researcher opts for unbound questions, qualitative methods are better suited than quantitative methods. The ‘why’ questions help to create a theory rather than argue for or against an existing one. Results from qualitative questions shape the research process, exploring the topic more deeply. For instance, a marketing company can use qualitative questions to determine customer needs. Answers from these customers will formulate a starting point for the research as well as provide more insight into their customers` priorities and behavior.