Qualitative vs. Quantitative Research
To say that one approach is “better” than the other is misleading. Instead, qualitative and quantitative research can be thought of as two sides of one coin. Maxine shows Jonathan a table to show how qualitative research and quantitative research compare on some basic characteristics.
General Framework
Qualitative Research:
- Answers “how?” and “why?”
- Is inductive or theory generating
- Generates theory from observations
- Is oriented to discovery
Quantitative Research:
- Answers “how many?” “when?” “where?”
- Is deductive or theory testing
- Tests theory through observations
- Is oriented to cause and effect
Analytical Objectives
Qualitative Research:
- Emphasizes natural settings, observations, verbal narratives, and interpretation
- Emphasizes specific depth and detail
- Analyzes holistic systems
- Describes and explains relationships
Quantitative Research:
- Emphasizes numbers, measurements, control, and in many instances experimentation
- Emphasizes generalizability and replication
- Analyzes variables
- Predicts causal relationships
Flexibility in Study Design
Qualitative Research:
- Emergent design
- Design merges data collection and analysis
Quantitative Research:
- Predetermined design
- Design separates data collection and analysis
Data format
Qualitative Research:
- Textual
- Detailed, “rich” data
Quantitative Research:
- Numerical
- Efficient data, but may miss contextual detail
Sample Size
Qualitative Research:
- Typically is smaller, non-representative, and purposeful
Quantitative Research:
- Typically is larger, randomly selected, and representative of a population