Explain Quantitative vs. Qualitative type of research? (DEC 18/ MAY 19) (5 Marks)

Q. Explain Quantitative vs. Qualitative type of research? (DEC 18/ MAY 19) (5 Marks)

Ans -
Quantitative research is “explaining phenomena by collecting numerical data that are analysed using mathematically based methods (in particular statistics).” The data produced are always numerical, and they are analysed using mathematical and statistical methods. If there are no numbers involved, then it’s not quantitative research.

Sources of Quantitative Data:

1. Surveys, whether conducted online, by phone or in person. These rely on the same questions being asked in the same way to a large number of people;
2. Observations, which may either involve counting the number of times that a particular phenomenon occurs, such as how often a particular word is used in interviews, or coding observational data to translate it into numbers; and
3. Secondary data, such as company accounts.

Qualitative research seeks to answer questions about why and how people behave in the way that they do. It provides in-depth information about human behavior. Qualitative research is any which does not involve numbers or numerical data. It often involves words or language, but may also use pictures or photographs and observations.

Sources of Qualitative Data:

1. Interviews, which may be structured, semi-structured or unstructured;
2. Focus groups, which involve multiple participants discussing an issue;
3. ‘Postcards’, or small-scale written questionnaires that ask, for example, three or four focused questions of participants but allow them space to write in their own words;
4. Secondary data, including diaries, written accounts of past events, and company reports; and
5. Observations, which may be on site, or under ‘laboratory conditions’, for example, where participants are asked to role-play a situation to show what they might do.