QUANTITATIVE AND
QUALITATIVE METHODS
Imagine that you are given a piece of paper. Say
that it is a bank note and it has SR 500 printed
on it. You can look at this object from a number
of perspectives (qualitative and quantitative)
depending on who you are and how you are
positioned in relation to this object:
 If you are a person from a remote tribe with no
exposure to the use of bank notes, you might see
it as a decorative object and value it as a curio.
(Qualitative.)
 If you are a person having financial difficulties,
£100 would be seen as a means of improving your
quality of life; for instance, allowing you to buy
food or cover outstanding bills. (Qualitative and
quantitative.)

If you are an accountant, you would focus on the
number printed on the bill for making fiscal
calculations. (Quantitative.)
 If you are a counterfeiter (we hope not!), you
would be intensely interested in the physical
properties of the object, such as its length, width,
colour, texture: details required for successful
forgery. (Quantitative).

CONTRASTING QUALITATIVE
QUANTITATIVE METHODS
AND
THE RESEARCH PROCESS
SEQUENTIAL STEPS
PROCESS
OF THE RESEARCH
1. RESEARCH PROBLEMS
AND QUESTIONS
The first step in the problem-solving process is to
state clearly the problem that we are intending to
solve.
 The problem must be realistic, one which can be
solved with the resources at the researchers
disposal. It is pointless, even unethical, to initiate
research that cannot be completed

Having identified a problem, our next step is to
ask the ‘right’ research question.
 A well-formulated research question will guide
the research project in producing the evidence
required to answer the question and to solve the
research problem.

In the case of the paper by Epstein & Ogden
(2005), the research problem was the lack of
evidence concerning GPs’ views of their
treatment approaches to obesity.
 The research question is: ‘How do general
practitioners view the treatment of obesity?’
Therefore, the aim of the researchers was to
obtain evidence to describe and understand GPs’
views.

2. PLANNING
Research planning involves selecting appropriate
strategies and data collection techniques to
answer research questions and to test the
research hypotheses.
 Research planning relies on detailed knowledge
of previous research summarized in a literature
review.
 Also, the plan should take into consideration
ethical and economic factors before the
appropriate data collection strategies are
collected and the precise research aims are
stated.

In addition, the planning process will take into
account the target population and formulation of
a sampling strategy to select the participants.
 In the present example, the population was
defined as GPs working in London and the
sample consisted of 21 GPs who consented to
being interviewed for the study.

3. DESIGN
Research designs are clear statements of how the
research data are to be collected in the study.
 Appropriate research designs will guide data
collection suitable for answering the research
question

In the study we are discussing, the design is
described as qualitative research using semistructured interviews.
 This design was appropriate for obtaining data
pertinent to how GPs view the treatment of
obesity.

4. DATA COLLECTION
The next step in the research process is the
collection of data.
 We will examine data collection methods
employed in health research.

5. ORGANIZATION AND PRESENTATION
OF
THE DATA
Descriptive statistics are used to organize and
summarize quantitative data. Examine basic
concepts in this area, outlining how graphs and
various descriptive statistics are used to
condense and communicate research and clinical
findings.
 In qualitative research, the results are often
presented in the form of direct quotations of what
was expressed.


In the study we are examining, the researchers
provided a series of direct quotations of GPs’
understanding and management of their
patients’ weight problems.
6. DATA ANALYSIS
The analysis of quantitative data involves
applying the principles of probability for
calculating confidence intervals and testing the
research hypotheses.
 The presentation and analysis of qualitative data
involves identifying key themes which provide
insights into participants’ personal meanings of
events and experiences.


The way in which GPs conceptualized their
responsibility in the management of obese
patients and the role of the patients in this
process were two key themes which emerged
from the interviews.
7. INTERPRETATION OF THE EVIDENCE
The next step in a research project is the
interpretation of results.
 The evidence is used to answer the research
question and may support existing theories or
practices or suggest new techniques.
 It is rare that the findings from any single
research project are completely definitive, and
often the results may suggest the need for further
investigation in related subject areas or contexts


In the discussion section, the authors reported
that the GPs conceptualized obesity in terms of
patient responsibility. It was suggested that
future research was required to resolve an
apparent conflict between the understanding of
GPs and patients views of the management of
obesity.
8. EVALUATION AND DISSEMINATION
OF
THE RESULTS
For research to be meaningful, investigators
must present their results in professional
journals and at conferences.
 Epstein and Ogden disseminated their results by
publishing their findings in the British Journal
of General Practice.

THE STRUCTURE
OF A RESEARCH PAPER