Introduction
Research is the most widely used tool to increase and brush up on the stock of knowledge about something and someone. There are two standard methods of conducting research in the fields of marketing, business, sociology, psychology, science and technology, economics, etc., namely qualitative research and quantitative research. Whereas qualitative research relies on oral or written data such as oral narrative, quantitative research uses logical or statistical observations to conclude.
In qualitative research, only a few non-representative cases are used as samples to develop an initial understanding. In contrast, quantitative research in which a sufficient number of representative cases are taken into account to recommend the final course of action.
There is a never-ending debate about which research is better than the other, so in this article, we are going to throw light on the difference between qualitative and quantitative research.
Qualitative vs Quantitative Research
Definition of qualitative research
Qualitative research consulting provides insight and understanding of problem sets. It is an unstructured, exploratory research methodology that studies highly complex phenomena that are impossible to explain with quantitative research. But later, it produces concepts or theories for a quantitative study.
Qualitative research is used to gain a deeper understanding of human behavior, experiences, attitudes, intentions, and motivations based on observation and interpretation, to explore the way people think and feel. It is a form of research in which the researcher gives more importance to the views of the participants. Case studies, grounded theory, ethnography, history, and phenomenology are the types of qualitative research.
Definition of quantitative research
Quantitative research is a form of research that relies on natural science methods to produce numerical data and hard facts. It seeks to demonstrate causal connections between two variables by the use of a computer, statistical, and mathematical techniques. Research is also known as empirical research because it can be measured precisely and accurately.
The data collected by the researcher may be divided into categories or placed in ranks, or it may be measured as units of measurement. With SPSS help graphs and tables of raw data can be created, which makes it easier for the researcher to analyse the results.
Difference between qualitative and quantitative research
The difference between qualitative and quantitative research can be drawn clearly on the following grounds:
Qualitative research | Quantitative research |
Qualitative research is a method of inquiry that develops an understanding of the human and social sciences to discover the way people think and feel. | Quantitative research is a scientific and empirical research method used to generate numerical data by employing statistical, logical, and mathematical techniques. |
Qualitative research is holistic in nature | Quantitative research is specialised. |
Qualitative research follows a subjective approach because the researcher is deeply involved | The approach of quantitative research is objective, as the researcher is reluctant and attempts to make precise observations and analyses on the subject to answer the investigation. |
Qualitative research is exploratory | Quantitative research is conclusive. |
In qualitative research, the logic used to synthesize data is inductive | In quantitative research the reasoning is deductive. |
Qualitative research is based on purposive sampling, where small sample size is selected to obtain a complete understanding of the target concept. | Quantitative research relies on random sampling; In which a large representative sample is selected so that the results can be passed on to the entire population. |
Inquiry in qualitative research is process-oriented | This is not the case with quantitative research. |
The elements used in the analysis of qualitative research are words, pictures, and objects | Whereas quantitative research is numerical data. |
Qualitative research is carried out to discover the ideas used in the ongoing processes. | Unlike quantitative research, it aims to investigate cause and effect relationships between variables. |
Lastly, focus groups, in-depth interviews, and other techniques are employed in qualitative research. | Contrarily, formal interviews and observations are the procedures used in quantitative research. |
Qualitative research develops a preliminary understanding | While quantitative research recommends a final course of action. |
In qualitative research oral data is collected. | In contrast, measurable data is collected in quantitative research. |
Conclusion
In the above article, we discussed qualitative vs quantitative research.
The best research is done by combining the two methodologies. However, some specialized fields require only one type of research which mainly depends on the information required by the researcher. While qualitative research is explanatory, quantitative research is concrete. Qualitative research methods are more flexible and use open questions. Quantitative data collection methods focus on a highly controlled approach and numerical information.
Therefore, both qualitative and quantitative research is useful for researchers to conduct academic research and to ethically complete research through critical evaluation and SPSS data analysis. Researchers must follow a systematic approach to developing the research objective and importance, literature review, correct methods, and background of the study with data findings and discussion to successfully carry out academic research.