Quantitative and Qualitative
Approaches
Francisco Perlas Dumanig, Ph.D.
What is quantitative and qualitative
research?
Quantitative Research
a type of research in which the researcher
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decides what to study
asks specific, narrow questions
collects numeric data from participants
analyzes these numbers using statistics
conducts the inquiry in an unbiased, objective manner
Qualitative research
A type of research in which the researcher relies on the following:
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views of participants,
ask broad, and general questions,
collects data consisting largely of words (or text) from participants,
describes and analyzes these words for themes,
conducts the inquiry in a subjective, biased manner.
Common characteristics that distinguish
Quantitative from Qualitative:
Identifying a Research Problem;
Quantitative research tells to address research problems
requiring:
A description of trends or an explanation of the
relationship among variables.
Qualitative research tends to address
research problems requiring:
An exploration in which little is known about
the problem and a detailed understanding of
a central phenomenon.
Reviewing the Literature
In quantitative research, the literature tends to:
1. Provide a major role through suggesting the
research questions to be asked.
2. Justify the research problem and create a need
for the direction (purpose statement and
research questions or hypothesis) of the study.
In qualitative research, the literature tends to:
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Play a minor role in suggesting a specific
research question to be asked.
Justify the importance of studying the
research problem.
Specifying a Purpose for Research
In quantitative research, the purpose statement,
research questions and hypothesis tend to:
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Be specific and narrow
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Seek measurable, observable data on variables.
In qualitative research, the purpose statement and
research questions tend to:
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Be general and broad
Seek to understand the participants’
experience.
Collecting Data
Quantitative data collection consists of:
1. Collecting data using instruments with preset
questions and responses.
2. Gathering quantifiable (numeric) data.
3. Collecting information from a large number of
individuals.
Qualitative data collection consists of:
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Collecting data using forms with general,
emerging questions to permit the
participation to generate response.
Gathering word (text) or image (picture)
data
Collecting information from a small number
of individuals or sites
Analyzing and Interpreting Data
In quantitative research, the
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Data analysis tends to consist of statistical
analysis,
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Data tends to involve describing trends, comparing
group differences, or relating variables.
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Interpretation tends to consist of comparing results
with prior predictions and past research
In qualitative research, the
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Data analysis tends to consist of text
analysis
Data tends to involve developing a
description and themes
Interpretation tends to consist of stating a
larger meaning of the findings.
Reporting the Research
In quantitative research, the:
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Research reports tend to use standard, fixed
structures and evaluative criteria.
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Researchers tend to take an objective and
unbiased approach.
In qualitative research, the:
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Research reports tend to use flexible,
emerging structure and evaluative criteria.
Researchers tend to take a subjective
(reflexive) and biased approach.
Quantitative and Qualitative Research
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Both forms of research follow the six steps in
the process of research.
Identifying a research problem
Reviewing the literature
Specifying the purpose
Collecting Data
Analyzing and interpreting data
Reporting and evaluating data
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In the section on the research problem – both
quantitative and qualitative research can be similar
in the topics addressed such as conveying a
problem, pointing out the lack of literature on this
problem, and justifying a need to study the problem.
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In both quantitative and qualitative research, you
collect data using interviews, observations, and
documents.
What is a Research Design?
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Research design can be thought of as the
structure of research.
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It is the "glue" that holds all of the elements in a
research project together.
Research Design
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It is used to structure the research, to show how
all of the major parts of the research project -the samples or groups, measures, treatments or
programs, and methods of assignment -- work
together to try to address the central research
questions.
Research Design
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Is a specific procedure involved in the last three steps of
the research process:
data collection
analysis
report writing
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they differ for quantitative, qualitative, and combined.
Types of Research Design
Quantitative Research
Design
1. Experimental
Research
2. Correlational
Research
3. Survey
Research
Qualitative Research
Combined
Design
Qualitative/Quantitative
Research Design
1. Grounded Theory
Research
2. Ethnographic
Research
3. Narrative
Research
1. Mixed Method
2. Action Research
Experimental Design
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(also known as intervention studies or group
comparison studies) is a procedure of
quantitative research in which the investigator
determines whether an activity or materials make
a difference in result for participants.
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It establishes the possible cause and effect
between the dependent and independent
variables.
Types of Experimental Design
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Between-Group Designs (Two or more
groups are compared)
True experiments – assign the control group
and the experimental group
Quasi-experiments – use the existing intact
group
2. Within-Group or Individual Designs (limited
participants and not possible to create more
than one group)
 Time series- studying one group overtime
with multiple pretest and posttest measures
or observations made by the researcher.
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Repeated measures – all participants in a
single group participate in all experimental
treatments with each group becoming its own
control.
Single –subject design – involves the study
of single individuals, their observation over a
baseline period, and the administration of an
intervention.
Steps in conducting an experimental
research
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Decide if an experiment addresses your research
problem
Form hypotheses to test cause-and-effect
relationships
Select an experimental unit and identify study
participants
Select an experimental treatment and introduce it
Choose a type of experimental design
Conduct experiment
Organize and analyze the data
Develop an experimental research report
Correlational Designs
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Are procedures in quantitative research in which
investigators measure the degree of association
(or relation) between two or more variables using
the statistical procedure of correlational analysis.
They are used when a researcher seeks to relate
two or more variables to see whether they
influence each other.
Types of Correlational Design
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Explanatory design – it is used when the
researcher is interested in the extent to which
variables co-vary, that is, where changes in one
are reflected in changes in the other.
2. The Prediction Design – to identify variables
that will positively predict an outcome or
criterion.
How to conduct a correlational study?
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Determine if a correlational study best addresses
the research problem
Identify individuals to study
Identify two or more measures for each individual
study
Identify two or more measures for each individual in
the study
Collect data and monitor potential threats
Analyze the data and represent the results
Interpret the results
Survey Designs
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Are procedures in quantitative research in which
you administer a survey or questionnaire to a
small group of people (called the sample) to
identify trends in attitudes, opinions, behaviors,
or characteristics of a large group of people
(called population).
They are used to describe the trends.
Grounded Theory Designs
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Are systematic, qualitative procedures that
researchers use to generate a general
explanation (called a grounded theory) that
explains a process, action, or interaction among
people.
Ethnographic Designs
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Are qualitative procedures for describing,
analyzing, and interpreting a cultural group’s
shared patterns of behavior, beliefs, and
language that develop over time.
They are used when the study of a group
provides understanding of a larger issue
Types of ethnographic design
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Realist ethnography – an objective account
of the situation, typically written in the thirdperson point of view, reporting objectively
on the information learned from the
participants at a field site.
Case study
Critical ethnography
Narrative Research Designs
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Are qualitative procedures in which researchers
describe the lives of individuals, collect and tell
stories about these individual’s lives, and write
narratives about their experiences.
Mixed Methods Designs
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Are procedures for collecting, analyzing, and
mixing both qualitative and quantitative data in a
single study or in a multiple series of studies.
Action Research Designs
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Are systematic procedures used by teachers (or
other individuals in an educational setting) to
gather quantitative data to address
improvements in their educational setting, their
teaching, and the learning of their students.
How to Choose Quantitative or
Qualitative Approach?
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Match your approach to your research problem.
Fit the approach to your audience.
Relate the approach to your experiences.
END