Qualitative and Quantitative RESEARCH

Qualitative and Quantitative
Research
By Group 2
Joko Baleros
Christine Kaye Villostas
John Michael Pagkaliwagan
Julian Razon
Luis Miguel Manalo
Qualitative Research
Qualitative research is a type of social
science research that collects and works
with non-numerical data and that seeks
to interpret meaning from these data
that help understand social life through
the study of targeted populations or
places.
Types of Qualitative Research
1. Phenomenological Method
- This method utilizes interviews, observation and surveys
to gather information from subjects.
2. Ethnographic Model
-The ethnographic model is one of the most popular and
widely recognized methods of qualitative research; it
immerses subjects in a culture that is unfamiliar to them.
3. Grounded Theory Method
-The grounded theory method tries to explain why a
course of action evolved the way it did.
4. Case Study Model
- Businesses often use case studies when marketing
to new clients to show how their business solutions
solve a problem for the subject.
5. Historical Model
- The historical method of qualitative research
describes past events in order to understand present
patterns and anticipate future choices.
6. Narrative Model
- Businesses use the narrative method to define buyer
personas and use them to identify innovations that
appeal to a target market.
Methods of Qualitative Research
1. Interviews, to elicit people’s view and
perspectives in a detailed and comprehensive
manner
2. Participant observation or collecting data by
observing the sample in their natural
environment
3. Focus groups are effective in eliciting data on
the cultural norms of a group and in generating
broad overviews of issues of concern to the
cultural groups or subgroups represented.
Advantages
 Provides in-depth information on individual
cases
 It allows creativity to be a driving force
 Relays subject’s experiences and perspectives
in unusual details
 Conveys setting factors related to the
situation of interest
 Determines possible causes of a particular
event in another perspective
Disadvantages
Data gathering is often time-consuming
Analysis of data takes longer than that
in quantitative analysis
Interpretation of results is usually
biased because it is influenced by the
researcher’s perspective
 It creates data that is difficult to
present
Quantitative Research
Quantitative research, is defined as a the
systematic investigation of phenomena by
gathering quantifiable data and performing
statistical, mathematical or computational
techniques, gathers information from
existing and potential customers using
sampling methods and sending out online
surveys, online polls, questionnaires etc., the
results of which can be depicted in the form
of numericals.
Types of Quantitative Research
1. Survey research
- Survey research uses interviews, questionnaires, and sampling

polls to get a sense of behavior with intense precision.
2. Correlational Research
- Correlational research tests for the relationships between two

variables. Performing correlational research is done to establish
what the affect of one on the other might be and how that affects
the relationship.
3.Causal-Comparative Research
- Causal-comparative research looks to uncover a
cause and effect relationship. This research is not
conducted between the two groups on each other.
4.Experimental Research
- experimental research is guided specifically by a
hypothesis. Sometimes experimental research can
have several hypotheses. A hypothesis is a
statement to be proven or disproved.
Methods of Quantitative Research
1. Survey Research: ask questions to a sample of
respondents, using various types such as such as
online polls, online surveys, paper
questionnaires, web-intercept surveys etc
2. Correlational Research: conducted to establish a

relationship between two closely knit entities
and how one impacts the other and what are the
changes that are eventually observed
3. Causal-Comparative Research: mainly depends
on the factor of comparison, used by researchers
to draw conclusions about cause-effect equation
between two or more variables
4. Experimental Research: reliant on a theory,

usually based on one or more theories. This
theory has not be proved in the past and is
merely a supposition
Advantages
 Collect reliable and accurate data, analyzed and
presented in numbers, the results obtained will be
extremely reliable
 Quick data collection survey or any other
quantitative research method applied to these
respondents and the involvement of statistics,
conducting and analyzing results is quite
straightforward and less time-consuming.
 Wider scope of data analysis due to statistics
 Eliminate bias, offers no scope for personal
comments or biasing of results
Disadvantages
 False focus on numbers, can be limited in its pursuit of
concrete, statistical relationships, which can lead to
researchers overlooking broader themes and
relationships
 Can be misleading, Many people assume that because
quantitative research is based on statistics it is more
credible or scientific than observational, qualitative
research. However, both kinds of research can be
subjective and misleading. The opinions and biases of
a researcher are just as likely to impact quantitative
approaches to information gathering
THE END

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Qualitative and Quantitative

- Survey research uses interviews, questionnaires, and sampling

- Correlational research tests for the relationships between two

2. Correlational Research: conducted to establish a

4. Experimental Research: reliant on a theory,

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